Customer Experience & Marketing
Specialists in building loyalty, shaping brand perception, and turning customer relationships into competitive advantage
Speakers Associates represents 260 speakers on Customer Experience & Marketing, including Arnt Eriksen, Peter Fisk, Mark Ritson, Purna Virji, Tom Goodwin, Kayleigh Fazan, Blake Morgan, Marc Saltzman, Liv Marks and Chris Endersby.
A quarter of the workforce now belongs to a generation that older leaders consistently describe as the hardest to read. Employers cannot retain them, marketers cannot reach them, and the standard explanations of what they want keep contradicting each other. Inside organisations, that gap is now a strategic problem: attrition, brand erosion, and decisions about culture made on assumptions no one in the room has tested.
Western brands keep treating international ecommerce as a translation problem. It is a channel problem, a payments problem and an ecosystem problem, and the platforms that win in China, the Gulf and Africa are not the ones that win in Europe. Leaders need to decide which marketplaces to build on, which to resist, and how to price the trade-off between reach and dependency.
Most large organisations communicate through rhetoric, slogans and decks. None of it sticks, because none of it is structured the way humans actually pay attention. Strategy is announced, then forgotten by the second town hall.
Most consumer businesses try to grow by cutting price, and most acquisitions destroy value instead of creating it. Owners and operating teams know the experience they sell is what customers actually pay for, but struggle to build an operating model that protects it at scale. The question is how to grow a multi-brand business through acquisition without losing the thing that made each brand worth buying.
Most large organisations know their old sources of advantage are eroding faster than their innovation pipelines can replace them. The pressure is to act like a challenger again, in a structure that was built to defend share. That gap, between strategic intent and operating reality, is where most transformation programmes stall.
Most founder and scale-up content is told by people whose biggest exit was a Series C round. Senior leaders who want a credible voice on building a category-creating consumer brand, surviving years of investor and retailer rejection, and selling to a global strategic for a number that moves the parent company’s results, have a very small shortlist. Authenticity and self-belief sound like soft topics until a founder has to convince a buyer at QVC, on camera, that the product actually works.
Customers now judge a company by how fast it responds and how it handles the people who complain. Most organisations treat speed and complaints as service problems, when in commercial terms they are the largest available source of growth and the largest unmanaged source of churn. The gap between what customers expect of responsiveness and what companies deliver is where revenue quietly leaks.
Most organisations treat customer experience as a service function that reacts to complaints, surveys and churn. The work that drives loyalty, retention and pricing power happens earlier, in the design of the journey itself, and most leadership teams do not own it. The gap between stated customer-centricity and the operating model that would deliver it is where revenue quietly leaks.
Most organisations treat innovation as a technology question and culture as a brand question. The two functions report separately, fund separately, and rarely produce anything a customer can actually use. The leaders who build durable advantage are the ones who can run cultural intuition and product engineering as a single discipline.
Gen Z will be forty percent of global consumers within a few years. Most brand strategy aimed at them is still written by people who grew up on broadcast television and focus groups. The gap between what this generation actually believes and buys, and what commercial teams assume they do, widens every quarter. Closing it is now a first-order problem for any business whose growth depends on reaching the largest consumer cohort it has ever sold to.
Most consumer businesses do not invent new categories, they iterate inside existing ones. The leaders who do invent categories then face a second problem: holding the category open against well-resourced incumbents while the underlying economics shift beneath them. Knowing how someone has actually run that loop, not theorised it, is what boards want when their own model is under strain.
Large organisations want the speed and originality of a founder-led startup, but the operating system inside them rewards the opposite behaviours. Boards approve innovation budgets and then watch promising pilots stall in legal, brand and procurement reviews. The harder question is how to design a venture inside a corporate parent so that it survives long enough to learn something useful.