Insight
7 Thought Leaders in CX you should be following
January 16, 2025
James Carr
In today's fast-paced market, customer experience (CX) is a critical consideration for business success. Companies must go beyond just offering good products or services; they need to create seamless, personalised experiences that build customer loyalty and drive growth.
This article highlights seven thought leaders who are redefining CX across different industries. These experts and leaders are setting new standards, transforming the way businesses connect with their customers, using innovation and insight to make every interaction special.
So, who should you follow? Let’s dive in!
Why follow: An example of an integrated leadership role with multiple responsibilities
Charlotte Lock's career journey has evolved to land her latest role as Customer Director for John Lewis.
Starting her career as a Loyalty Marketing Manager for Asda in 1994, she progressed through roles at McCann Worldgroup, BBC, and Co-op, among others. With nearly three decades of experience in customer, marketing, and digital transformation roles, Charlotte is now responsible in her role for driving John Lewis' customer strategy, overseeing propositions, brand, marketing, CX, digital product, and loyalty programmes.
Since her appointment in 2022, Charlotte has led key initiatives such as developing a dedicated in-house content production agency in partnership with Inspired Thinking Group. Research from the World Federation of Advertisers last year found that two thirds of brands have adopted in-house agencies, with a further 21% also considering adopting one. This agency leverages market-leading technology to produce high-quality content quickly and at scale, an essential move in an era where content is king for enhancing customer experience.
Her leadership also shines through in John Lewis’ recent campaign for International Women’s Day, where women-led businesses were invited to have their products stocked for Christmas. This campaign not only generated a sense of community and pride but also made the audience feel valued, elevating the customer experience beyond the average shopping interaction.
With a unified customer strategy now in place, we can expect more innovative campaigns that will resonate across different audiences, strengthening the customer experience at John Lewis.
Why follow: Customer-centric experiences that enhance brand loyalty
Gavin Forth has been the Marketing and Digital Director at Jet2holidays since 2018, where he has overseen numerous marketing campaigns that emphasise customer-centric experiences. His approach integrates traditional and digital channels to create upbeat, emotionally engaging marketing that drives brand loyalty and resonates with customers’ needs for positive experiences.
One of the most notable elements within Jet2holidays' campaigns is the consistent use of the ‘Hold My Hand’ concept, which has become a hallmark of their branding. These campaigns are not only emotionally impactful but also strategically timed to align with trends, such as the 2019 National Campaign that encouraged holiday planning for the following year.
Under Gaivn’s leadership, Jet2holidays has grown significantly, becoming the second-largest tour operator in the UK.
“We are very proud to showcase the VIP experience that customers get to enjoy when travelling with Jet2.com and Jet2holidays whilst putting independent travel agents right at the heart of the campaign once again” - Gavin Forth.
With ambitious plans for fleet expansion, new destinations, and sustainable growth, it will be interesting to see how Jet2holidays continues to enhance customer experience in the future.
Why follow: A master of human-centred design and innovative CX transformations
Colin Preston’s extensive experience and innovative approach make him a standout leader in CX. With over a decade of experience in design and strategy, Colin has excelled in understanding the intricacies of various industries to create meaningful, user-focused solutions.
Colin’s work spans from transforming customer service experiences for Ombudsman Services to transforming service design for Urban Splash. One of his most notable projects, JCT 600, resulted in significant operational improvements and a culture of continuous enhancement.
“We created a customer portal where all the administrative tasks could be completed digitally at home. This allowed the JCT team to focus on the customer and ensure they drive away happy. We calculated based on the time and effort we observed that about 100 hours of administration time per week across the dealership network could be diverted back into customer experience and selling cars. All this improved the bottom line for business revenue.” - Colin Preston.
Additionally, Colin successfully bridged the gap between data-driven logic and user-centric design while working with a prominent TV broadcaster's algorithmic recommendations team. His innovative approach not only enhanced the end-user experience but also demonstrated his ability to translate complex business challenges into accessible solutions.
Beyond his professional achievements, Colin founded HCD Manchester, a community event dedicated to human-centred design, further showcasing his dedication to the craft.
Why follow: An example of how team leadership can strengthen customer experience
Stephen Cassidy’s role as Managing Director of Hilton UK and Ireland goes beyond managing 150 hotels; it involves leading multiple Hilton brands, including newer concepts like Spark by Hilton. Under his leadership, Hilton was named the leading company in the Travel & Hotels sector in KPMG's Customer Experience Excellence Report 2022, recognised for its ‘purpose-fuelled, values-driven experiences.’
Stephen places employees at the heart of Hilton’s customer strategy, believing that motivated and happy employees deliver the best guest experiences. This approach has earned Hilton top rankings in the Best Workplaces for Women and as the #2 Best Workplace in the UK.
Technological innovations have also allowed Hilton to get ahead - with Digital Key, Contactless Check-in, and Confirmed Connecting Rooms, Hilton Honors members can personalise and control their experience via the Hilton Honors app.
Stephen’s leadership, combined with Hilton’s focus on sustainability and value for money, ensures that the brand continues to excel in delivering exceptional customer experiences.
Why to follow: Growth and sustainability superstar!
Neal Jones oversees a portfolio of 850 hotels across 70+ countries and territories in EMEA, encompassing 24 brands. The brand has recently accelerated growth across Europe with nearly 100 hotel conversions and adaptive reuse projects expected by the end of 2026. As a strategic leader, he drives growth strategies and enhances customer experience by focusing on digital transformation and personalised customer interactions.
Neal has expanded Marriott’s loyalty programme, Marriott Bonvoy, into a digital platform that manages bookings, rewards, and customer interactions, creating a more personalised experience. He also introduced new e-commerce features that have streamlined their booking process.
“Loyalty is more important than ever in today’s crowded market. Consumers have plenty of choice where to spend their hard-earned money and want more than just a great experience.” - Neal Jones.
Recognising that great customer experience starts with a capable team, Neal reviewed internal processes to improve employee satisfaction. This led to the expansion of Marriott’s digital team and advanced digital maturity, further driving customer experience in the digital realm.
Why follow: Out-the-box thinking and industry-shake up ideas
Jack Constantine, the son of Lush’s Co-Founder and inventor of the bath bomb, has grown with the company from designing bath bombs to leading its digital strategy and customer experience. As Chief Digital Officer, Jack is responsible for Lush’s websites, apps, and in-shop till systems, driving innovation with a strong stance on digital ethics.
Jack’s principles for Digital Ethics—open-source software, ethical privacy & data, and ethical hardware management—reflect his commitment to finding tech solutions for real-world problems. 34% of adults in the UK decided to stop buying brands or products due to ethical or sustainability related concerns in 2022, and this number is increasingly rising as consumers become more aware of the meaning behind digital ethics.
His decision to withdraw Lush from social media to protect users from harmful content, despite potential short-term financial losses, exemplifies his prioritisation of well-being over profit.
In place of driving community through social media, Lush has developed digital tools like Lush Labs and the self-care app Bathe, emphasising direct engagement and customer well-being. Jack’s approach to digital campaigns creates a sense of relatability and solidarity with customers, enhancing their overall experience.
Why follow: One to watch for significant brand growth and tech innovation
Sara Holt leads Merlin Entertainments through a digital transformation, overseeing marketing for UK attractions like Alton Towers, LEGOLAND Windsor, and the London Eye, as well as resort theme parks in Europe. With over 20 years of experience in marketing and advertising, Sara is ideally positioned to drive Merlin's growth and innovation.
Sara has launched Merlin Entertainments' first-ever brand campaign, ‘Saying YES to real fun,’ which emphasises brand value and customer communication. She also focuses on product development and optimising global media relationships, ensuring Merlin’s immersive experiences resonate with guests.
Merlin’s recent implementation of Oracle systems has created a unified technological platform that enhances long-term customer service. Guests can now manage reservations, check-in online, and pre-order meals via a mobile app, reducing wait times and improving convenience. It’s Sara’s job to drive the growth agenda through a new product development strategy across Merlin’s European destinations, with what she calls “a relentless focus on key drivers of NPS and guest satisfaction”.
As Merlin explores the use of AI for guest interaction and entertainment, Sara’s leadership will be crucial in shaping the future of customer experience in the entertainment industry.
In conclusion, it’s clear that these CX leaders are paving the way for a future where customer experience is at the heart of business strategy. Whether it's Charlotte Lock’s integrated campaigns at John Lewis, Stephen Cassidy’s focus on employee engagement at Hilton, or Jack Constantine’s commitment to digital ethics at Lush, each leader is making significant strides in their respective fields.
A common theme among these thought leaders is the strategic use of technology and innovation to enhance customer experiences. Their initiatives are not only improving customer satisfaction but also driving business growth.
Additionally, the emphasis on personalisation, sustainability, and ethical practices demonstrates a shift towards more holistic and responsible CX strategies. As these leaders continue to push boundaries, the industry will undoubtedly see more innovative and customer-centric approaches that will set new standards for the future.
By following these trailblazers, businesses can gain valuable insights into how to create meaningful connections with their customers and stay ahead in an increasingly competitive market.
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