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John Aves
John Aves
Member Since: 26th Aug 2021
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The over-arching focus of John's work over 30 years has been in the area of customer led change. He is passionate about customer experience as a strategy to drive customer loyalty, employee pride and profitable growth. He believes that every successful customer strategy needs to focus first on the people within the organisation in order to build a high performing, customer first culture.

Through cp2experience John has worked with clients in the UK and internationally to improve their customer experience in order to drive employee advocacy, customer loyalty and profitable growth. Cp2experience has significant experience in B2B and B2C with recent assignments in retail, financial services, insurance, telecoms, hospitality and technology. Clients include Primark, Sainsburys, Permanent TSB, Allied Irish Bank, O2, Telefonica, Symantec, Qtel Group, Norton, InterContinental Hotels Group, HSBC and BNY Mellon.

John's experience has enabled him to combine senior line management roles with that of a consultant/board level advisor. Prior experience was at Forum – a $60m turnover customer experience consulting and training firm. John held the roles of Senior Client Director, Head of Sales & Marketing and Chief Executive of Forum Europe.

Before Forum, at British Airways John was involved in the company's transformation from an engineering led to a customer and people led business. John held senior line management roles in Customer Services, Marketing, Strategy, UK&I Sales & Distribution and World Sales.

John has a BA (Hons) in economics an MBA and is a CMICS

John Aves
Chief Executive CP2 Experience
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8th Sep 2022

How can we sustain customer loyalty as the cost-of-living crisis grows?

What’s going wrong with the UK services sector? As I ended last week as Mr Angry, having had bad experiences with my bank, utility provider...
Loyalty
28th Jul 2022

How to make customer experience the cornerstone of a merger

Virgin Media O2 (VMO2) recently celebrated its first birthday after a £31bn merger last June. The deal created one of the UK’s largest...
Engagement
30th Mar 2022

Why there's a CX empathy gap and how to close it

We humans are not limited by rational thinking. We can be unpredictable. The decisions we take are weighted by our emotions. We use...
Engagement
21st Jan 2022

The inconvenient truth about insurance claims and CX - and what insurers are doing about it

The insurance sector is notoriously low touch. There are arguably only four key customer journeys: taking out a policy, renewal, making a...
Engagement
4th Jan 2022

Six customer experience trends uprooting 2022 planning

There are evergreen CX trends like omnichannel, digital, self-serve and personalisation that are part of the strategic fabric of every...
Loyalty
29th Sep 2021

Insurance companies are facing a customer loyalty crisis - here's what they should do

The industry is ripe for change. In truth, the circumstances driving sector-wide disruption has been in place for some time but have not...
Loyalty

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