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Interview with Peter Lavers

by | Jun 15, 2021 | Interviews,

Peter Lavers

Peter Lavers

Director at Customer Attuned

Key Topics:Customer Management, Customer Experience, CRM, Customer Value Analytics, Voice of the Customer, B2B
Location:United Kingdom

Peter is an expert in customer experience (CX) management and CRM, delivering value and efficiencies through the systemic management of one of the key assets of any B2C, B2B or Intermediated organisation – their customer base. Following a 18 year career at Rolls-Royce and Bentley Motor Cars, he is now a highly respected consultant, and one of the world’s most recognised influencers, in these and related subjects.

How did you get to become an expert in your key topics?

By being a practitioner first. I trained as an engineer at Rolls-Royce, but soon got interested in the Commercial and Marketing environments. My interests were sparked in the early days by the emerging disciplines of CRM/database marketing and TQM. The lightbulb moment for me was the realisation that customer management needs to be treated as a business system rather than as separate marketing, sales and services practices.

What sub-topics are you most passionate about?

The business system of managing customers – both for distinctive customer experience AND for optimal profitability (often called customer centricity). Trust – especially in B2B – why do people only talk about it once it’s lost?!?! Customer value analytics to optimise loyalty/retention, cross/up-sell, and cost-to-serve. Voice of the Customer (VoC) programmes that actually drive change; correlated with voice of employee (VoE).

Who influences you within these topics?

Lots of people over the years e.g. Prof. Merlin Stone, Colin Shaw. Nowadays it’s experts from SAS, Dr Mark Hollyoake (B2B Trust), Steve Dennis (Retail), Simon Sinek (really like latest stuff on infinite game).

What challenges are brands facing in this space?

Silos – impossible to be customer centric and/or omni-channel with competing (typically product) silos in the organisation. This is as much about behaviours, objectives & performance management as it is about the organisational design / operating model. Short term-ism – you’re only as good as your last quarter’s sales! This leads to toxic sales cultures, unethical (sometimes illegal) market conduct, loss of trust, and mid/long term value destruction in the interests of short term ‘numbers’ (i.e. bonus). Market share – should be a by product of winning and keeping customers; not a strategic objective (anybody can buy share – just give stuff away!). We should obsess about customers; not competitors and market share!

What do you think the future holds in this space?

Omni-channel – not just digital – transformation. Absolute must to be insight led. More agile & design thinking CX development. Trust recognised and valued. Treating Customers Fairly (regulated in Financial Services) principles extended across sectors.

What brands are leading the way in this space?

Amazon, Nedbank, John Lewis, Cox Automotive, Lynk & Co, Vitality, UCAS, Beazley.

If a brand wanted to work with you, which activities would you be most interested in collaborating on?

Interviews/panel discussions; systemic customer strategy development; market conduct reviews; B2B trust evaluation; VoC/VoE.

What are your passions outside of work?

I’m a Christian; particularly interested in apologetics. Love my family – wonderful wife of 27 years and three amazing children. Classic cars – encyclopaedic knowledge and currently own 3 cars – favourite is my 49 year old Bentley.

What would be the best way for a brand to contact you?


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