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Driving growth in London

01 Jul 2019 · 2 min read

We’re continuing on our mission to raise awareness and inspire action when it comes to the crucial area of Customer Experience. Last month our CX Roadshow rolled into London.

The latest destination for our ‘Is your CX Broken?’ series was The Hospital Club in London. Whilst we didn’t have a team of doctors, our group of experts were highly skilled in performing surgery on organisations struggling to delight their customers.

This time around our theme was ‘Drive business growth through successful CX’ and we were delighted to be joined by our partners Episerver who also sponsored the event.

Don’t forget

Joey Moore from Episerver opened proceedings followed by Amrit Bhachu, Head of UX at AmazeRealise. Amrit’s talked about ‘forgetting that we’re human’. His point was that great customer experiences are ultimately about answering human needs and understanding the complexities of people.

He highlighted four key areas that need to be addressed by any organisation on a CX journey:

  • Removing internal barriers and making sure there is a common business goal
  • Having a clear focus where you can deliver maximum value for your brand
  • Being unafraid to try new things
  • The unpredictability of humans – data doesn’t always tell the whole story
Speaker talking to room
Speaker talking to room

At the races

Rebecca Hamilton, Group Head of Marketing at The Jockey Club, gave an insight into her world. The Jockey Club owns 16 leading race courses including Aintree, Cheltenham and Newmarket. However, there was a need to join things up, reach more sports fans, enhance the brand and sell more tickets. Rebecca was tasked with achieving this through CX, on and off the racecourse.

The vision was distilled into a simple mission – to encourage ‘one more visit’ per visitor. The focus was on giving racegoers a brilliant time, to get them smiling, talking about their experiences and creating positive word of mouth.

To achieve this ‘The Jockey Club Way’ was launched, encouraging everyone to play their part. Success was achieved by identifying the areas that would make the most impact, implementing a new CRM system and improving the experience across key channels – before, during and after raceday.

On track

Our final speaker was Claire Cardosi, Head of Digital Decisioning at London North Eastern Railway (LNER). She talked about LNER’s journey to improve CX and drive business growth in a challenging market.

Customer journeys are particularly complex for train operators. They’re not always the ones selling the ticket. People buy on the day without planning ahead. Trains get cancelled or delayed which has a direct impact on satisfaction. In short, it’s really difficult to give everyone a consistent experience.

The proposition developed by LNER was about ‘putting the heart into everyone’s journey’. The company looked at problem statements from customers and the areas that needed to be prioritised. These problems were then tackled by investing in people, technology and data and building a personalised experience wherever customers are on their journey.

All of our speakers demonstrated that CX really is at the heart of a successful business, and that it is a journey that never ends.

At the heart of every one of our CX events is a human being. Everything we do must be based around their needs and expectations. Our speakers have shown that there are different approaches to brilliant Customer Experience but all of them have people at their heart.

— Amrit Bhahcu, Head of UX at AmazeRealise

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At the Races with the Jockey Club

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Putting train passengers first

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