This session explores a vital topic: how to put the customer at the heart of your organisation. Hosted by Toby Robinson, the panel features Gary Timlin, John Braithwaite, and Ian Furong, all with hands-on experience leading customer journey design and implementation.

The discussion starts by framing what customer experience really means. Many businesses design good products or services, but internal teams often work in silos. Each department focuses on its own metrics, yet the customer gets lost between touchpoints.

John explains how customer journey mapping helps address this. It connects the full experience from the customer’s point of view, not just internal processes, but real-world interactions and expectations.

Ian adds perspective from the digital side. He shares how automation and AI, including chatbots, can support customers, if designed well. But aligning digital tools with back-office and service operations is essential.

Gary brings it to life with a real story. A smooth start to a broadband switch quickly unravels due to mismatched journeys and disconnected systems. It highlights how fragile trust can be when customer expectations aren’t met.

The webinar also looks at why getting this right improves internal efficiency. Good customer journeys don’t just help customers, they reduce repeat contact, cut cost, and streamline delivery.

To make this stick, organisations need more than just journey maps. John and Gary stress the importance of ownership. End-to-end customer journeys need executive sponsors and the right metrics to track real performance.

If you’re serious about transformation, this session offers practical ideas and clear takeaways. It shows how to move from talking about customer-centricity, to building it into the heart of how your business runs.