The over-arching focus of John's work over 30 years has been in the area of customer-led change. He is passionate about focusing on the customer/client experience in order to drive customer loyalty and profitable growth. Key to the successful implementation of every customer strategy is to identify the behaviours that are on brand and which differentiate the organisation from its competitors. Training people so they can deliver and ensuring the supporting processes reinforce the experience are critical in building a customer/client first culture. John has worked with clients in the UK and internationally to improve their customer and client experience in order to drive profitable growth. Significant experience in B2B and B2C with recent assignments in financial services, professional services, retail, telecoms, hospitality and technology. 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, Distribution, UK&I Sales and World Sales.