John Aves
Member Since: 26th Aug 2021
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
My answers
Hi Will,
Thanks for the insights.
The potential that the smart use of big data provides takes us so much further than the survey based VOC systems and other data sources (such as complaints and call centre data) that many companies have relied on thus far.
Organisations that realise the limitations of the 'old way' and take the leap with big data will, potentially, leave their competitors behind because they will be able to personalise the experience and tackle the factors affecting defection, loyalty, growth and the cost to serve at the individual customer level.
My guess is that some of the biggest challenges will be cultural because implementing a comprehensive and integrated strategy for data requires a change of mindset. It requires a company-wide (not a functional) view and will involve cross-functional teams given that the data is located in many parts of the organisation. I am sure senior level sponsorship is critical and building the case to change hearts and minds is an important first step.
Would be interested in your observations on some of these cultural issues.
Regards, John