Charlotte Dunsterville, Sure Telecom

Charlotte Dunsterville

Charlotte Dunsterville

Chief Customer Officer
Sure Telecom 


Hired as chief customer officer by Sure Telecom’s CEO six years ago, with a mandate to improve the company’s customer experience, Charlotte Dunsterville subsequently delivered quick wins to improve service standards, and a longer-term strategy that has transformed the organisation’s culture.

As part of her programme of quick wins to reduce complaints, Charlotte used customer journey mapping to help staff understand and empathise with customer pain points, and after identifying communication as the key area for improvement, work to rectify the issue resulted in a 20% reduction in repeat calls within six months and a 17 point increase in CSAT.

Longer-term programmes have included Project Green, a project to define “what success looks like” and implement a programme of customer-led initiatives to improve customer KPIs. This included changing the frequency and language of customer communications, multiskilling staff to work across teams, and mapping customer journeys to identify pain points.

Charlotte has also set up a customer panel for an ongoing conversation about CX with customers, and more recently has been a key part of Sure Telecom’s digital transformation programme, Project Quantum, ensuring that the optimal balance of human and digital service is achieved for the customer.

Charlotte’s work has contributed to Sure Telecom having led the market in both mobile and broadband NPS scores against its competitors for the last four years, while employee engagement scores  have increased significantly during her tenure – something she is most proud of.

"I consider that my key achievement has been to transform the culture internally to a business where it is normal to question and challenge the impact on customers of any decision made and for customers to be a key element of any discussion about business strategy."

Return to CX Leader of the Year 2019 finalists>>>

Sure Telecom