Shaun Smith Speaker, Speeches, Booking Agent | MFL Global
Shaun Smith 5

Shaun Smith

Customer Experience Specialist

Shaun Smith has been a key catalyst in expanding management attention from the narrow focus on 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 worldwide create a compelling customer experience that achieves brand differentiation and customer loyalty.

Over the last 30 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.

Shaun Smith is the author of five books.  His latest book is ‘On Purpose – Delivering a branded customer experience people love’ (also co-authored with Andy Milligan). This book is aimed at leaders who want ideas, insights and practical approaches to define and deliver their brand purpose in a world which is disruptive and digitalised, where customers are increasingly demanding consistency across multiple channels and where consumers are favouring brands they admire for what they stand for, not just what they sell.

Shaun is also contributing author to The Economist’s Brands and Branding and author of the Employee Experience Survey and the Customer Experience Management+™ survey – 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 Smith returned to the UK in the late 1990s as Senior Vice-President of the Forum Corporation, when he ran Forum’s customer experience consulting practice.

In 2001 Shaun founded the highly regarded customer experience consultancy, Smith+Co, which is firmly rooted in the ‘keep it simple’ ethos. Smith+Co has worked on customer experience initiatives for leading brands like Burberry, Premier Inn, PayPal, O2, Westpac, Estee Lauder, Symantec, Best Western, Waterstones and IHG.

Shaun has featured a number of times on CNBC and CNN and is sought after to speak internationally on key business issues. He has spoken in 25 countries to a wide variety of leading brands and has chaired and moderated events for a number of major companies including Vodafone, RBS and Salesforce.  He is a former Fellow of the ProfessionalSpeakers Association and Member of the Global Speakers Federation. Shaun was presented with the top industry award, the PSAE (Professional Speaking Award of Excellence). He has also appeared a number of times at the prestigious London Business Forum.

His approach is refreshingly simple, authoritative and always stimulating.

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  • Business Speaker


On Purpose – delivering a branded customer experience people love

Eight practices define the essence of being On Purpose. They describe the actions and behaviour of some of the most innovative brands around today. Our On Purpose workshops and speeches are designed to take executive teams through the principles, case studies and apply the learning in a highly interactive way to your own organisation.

Delivering customer experience across multiple channels

How do you deliver a consistent and differentiated experience across multiple channels, We cover the role of social media and digital marketing, and the evolution of the Contact Centre to Experience Centre.

The Bold Practices

The bold practices used by innovative companies to differentiate their brand, and how they overcome the challenges and engage their people.We draw on stories and
examples that resonate with your audience and inspire new thinking.

Enabling and inspiring your people to deliver the experience

Developing a holistic strategy aligning product, process and people.

Practical roadmaps for implementing and measuring the experience

What works, what doesn’t and the pitfalls to look out for.

We arranged for Shaun to present to the top 500 of one of our key clients in Poland on Customer Excellence. He was absolutely fantastic. He was able to engage the audience and explain the principles of Customer Excellence in a way that they could understand and act upon. The energy was high, there was lots of laughing and the points were driven home. We liked his presentation so much we asked him to
speak at the PwC Management conference for in Poland.
He delivered a completely different presentation, tailored to
our circumstances and managed to wow the audience
again. What can I say – I am impressed!”

PwC Consulting Central Europe

Your well chosen case-studies and thought- provoking
insights gave the team the perfect stimulus for some
really beneficial discussion and debate. I’ve had very
positive feedback on your presentation and workshop;
your contributions have certainly helped to drive a new
way ofthinking about how we interact with our clients at
London Stock Exchange Group. You clearly spent a lot of
time getting to know our business and markets, in
preparation for your presentation, and your time is very
much appreciated

London Stock Exchange Group

The audience reaction was overwhelming. I think the
greatest testimony to Shaun’s presentation is in the
scorecard: never before have we had a speaker whose
rating has consistently gone off the end of the grid.


Shaun worked with us to effectively integrate corporate
best practice from major brands with our strategy, bringing our plans to life in such a way that he kept the audience engaged and reinforced key messages. Audience feedback was excellent; clear, passionate, fantastic. It really made me think.

Vodafone UK


Shaun Smith 5

On Purpose – Delivering a branded customer experience people love

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Shaun Smith 5

Uncommon Practice – people who deliver a great brand experience

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Shaun Smith 5

Managing the Customer Experience – turning customers into advocates

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Shaun Smith 5

See, Feel, Think, Do – the power of instinct in business

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Shaun Smith 5

BOLD – how to be brave in business and win

Read More

Fees & Details

Fees From*

  • UK:

    £7k to £15k

  • Europe:

    £7k to £15k

  • US:

    £7k to £15k

  • Africa/Asia/ME:

    £7k to £15k

Travels From

  • United Kingdom



* This Speaker's fee falls within the ranges shown above. Ranges are presented as a guideline only. Speaker fees are subject to change without notice. For an exact quote, please contact us.

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