Director of Supply Chain & Service
Brenntag UK & Ireland
Appointed as Director of Supply Chain & Service, Shaun’s first goal was to define service excellence for the EMEA arm of chemical distribution company, Brenntag.
Work on this led to the establishment of new service metrics (including an over-riding aim to make Brenntag ‘its customers’ favourite supplier’) and a Voice of the Customer programme comprising the implementation of mechanisms such as real-time, event-driven surveys, interviews with service providers and NPS surveys – the results of which were used to help redefine the organisation’s service KPIs.
Having conducted significant research, including the company’s first customer journey map, Shaun was able to set out a “CX Agenda” which was shared business-wide, and was convincing enough to lead to the establishment of a senior-level steering team to help drive the plan throughout the business, supported by a strategy incorporating key metrics that would enable Brenntag to chart progress.
This has led to the roll-out of a host of CX programmes across the organisation, including monthly customer surveys to monitor and measure service levels against the KPIs; aligning bonuses with CX targets; the development of a Service Excellence Scorecard (incorporating metrics such as ease of doing business, CSAT and churn rates); the communication of progress via posters, newsletters and Ouch/Wow boards; training of staff in conjunction with the Academy of Service Excellence, with nearly a fifth of staff now CX trained; the appointment of two new CX specific roles – group CX manager and CX manager; and a yearly service excellence award.
CX KPIs are up significantly from the original measurement and of target, including a big uplift in NPS and Ease, while the company also posted the lowest customer churn rates ever in 2018.
Shaun and his passionate CX team’s journey maps are now used globally, translated into multiple languages and helping colleagues understand how they all have a part to play in the customer journey.
One year on from Shaun's appearance as a finalist in 2019’s CX Leader of the Year, he says Brenntag’s improvements can be felt in terms of a massive shift away from a 'supplier-led' culture to a clearly-defined 'customer-focused' culture.
CX within Brenntag is now a way of life. The change in the UK & Ireland business has contributed to significant financial success and has captivated the attention of many others as a result. This success has granted us the freedom to bring customer-centricity to the fore.