Shaun Smith


Over the last decade, Shaun has been a key catalyst in expanding management focus from the tactical issues of customer service to the much wider and strategic issue of customer experience. He has developed some of the latest thinking and practice around this subject, helping organisations world-wide to create a compelling customer experience that achieves brand differentiation and long-term customer loyalty.

Over the last 25 years, he has built up a wealth of practical experience with organisations throughout Europe, Asia Pacific and the US, working with senior executive teams on key issues such as brand strategy and implementation, leadership, customer experience and organisational alignment. Shaun has worked within a diverse range of sectors, including both business-to-business and business-to-consumer organisations. These include retail, telecoms, travel, leisure, professional and financial services, technology, automotive, manufacturing and the public sector.

He is co-author of four critically-acclaimed business books: ‘Uncommon Practice – people who deliver a great brand experience’, ‘Managing the Customer Experience – turning customers into advocates’ (co-authored with Joe Wheeler), ‘See, Feel, Think, Do – the power of instinct in business’ (co-authored with Andy Milligan) , “Bold – how to be brave in business and win” (also co-authored with Andy Milligan).

Shaun is also contributing author to The Economist’s Brands and Branding and author of the Organisational Alignment Survey (OAS™) and the Customer Experience Management+™ survey (CEM+™) – research tools that enable organisations to evaluate and improve their customer experience and align their people with company values and strategy.

Shaun began his career in the airline industry working with British Airways in a number of senior customer service and operations roles. He became Head of Customer Service, Sales and Marketing Training worldwide for British Airways at the time the airline was becoming privatised in the mid-1980s and was one of four senior managers on the Steering Group that managed the highly regarded ‘Putting People First’ initiative. He later moved to Hong Kong as Managing Director of Cathay Performa Consulting (a subsidiary of The Swire Group) where he led a team, consulting with major organisations throughout Asia in the area of service strategy.
Whilst working in Hong Kong, Shaun was appointed as Group Advisor to Inchcape Group, consulting to over 30 business units covering marketing services, retailing, shipping services and motor distribution to help them move from competing on price and product to competing on customer service. Over the next five years he was responsible for designing and leading deployment worldwide, working closely with the individual BU Managing Directors and their teams.

Shaun SmithShaun returned to the UK in the late 1990s as Senior Vice President of the Forum Corporation, a global provider of workplace learning where he was instrumental in developing Forum’s consulting practice in the area of customer experience.
Shaun now runs his own customer experience consultancy, Smith+co, which is firmly rooted in the ‘keep it simple’ ethos. He doesn’t talk paradigms, complex methodologies or seven magic bullets; instead his approach is refreshingly straightforward, always pragmatic and at times, controversial.

Shaun has featured a number of times on CNBC and CNN and is sought after to speak internationally on key business issues such as Brand Leadership and differentiation; The Alignment of Marketing, Customer Service and HR to create customer-focused change; Motivating and Training Employees to Deliver the Brand. He is a Fellow of the Professional Speakers Association and a Member of the International Federation for Professional Speakers. Shaun was recently voted one of the top business speakers in the UK and has appeared four times at the prestigious London Business Forum.