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What are the changes happening at The Customer Experience Group?

27th February 2018
Customer Experience Group

As buyers become more well informed, connected, aware and, most importantly, free to choose, there is no doubt that customer experience (CX) has become the arena where brands win or lose the battle for customers.

The continuous evolution of the luxury landscape reflects the ever-changing requirements of affluent customers worldwide. The Customer Experience Group was established to provide 360-degree CX solutions to premium and luxury brands, helping them transition from a transactional model to a personalized relationship and an emotionally engaging model through research, consultancy, experience feedback, training, and coaching.

The Customer Experience Group is an alliance of three global agencies: Activate Experience, Albatross CX, and Face2Face Training and Consultancy.

As the premium and luxury markets continue to evolve, especially on digital, The Customer Experience Group is expanding with two key appointments: Craig Lee as Customer Experience Director of Activate Experience and Thierry Noel as Executive Director of Strategy and Development of Albatross CX.

Christophe Caïs, CEO of the Customer Experience Group, says in a statement: “Our clients no longer doubt that delivering a unique and memorable customer experience is paramount. The question is how they can achieve this, and we are here to provide the answer, guiding brands through the transformation. We are excited to have Craig and Thierry on board. Through their work for Emirates Airlines, Lexus, and many other leading brands, they have accumulated experience that will add considerable value to the work we do.”

Lee has spent more than a decade to designing and delivering a multi-touch point CX program for one of the world’s major air carriers, Emirates Airlines. He also speaks and consults internationally on driving customer-centric business transformation, bringing brands to life, inspiring customer leadership, crafting culture change, and driving employee engagement in multicultural global businesses. 

As the new Customer Experience Director of Activate Experience, Lee will be responsible for supporting all of the agency’s clients to ensure successful partnerships. He will also mentor team members, who actively follow up with business units and shop and area managers. Lee says: “Activate Experience will fundamentally challenge and change the way in which premium and luxury brands create inspiring, authentic and meaningful relationships with their teams and customers.”

Noel, a former country manager of Lexus France, has been working in the automotive industry for more than 15 years. He was instrumental in successfully launching the luxury vehicle brand in the French market, where he oversaw the design and deployment of “Spirit of Lexus”, the customer experience program of the first car brand to put CX at the heart of its business. His contribution enabled Lexus to establish a distribution network of 60 dealerships, which employ 350 people and generate €250 million in sales.

At Albatross CX, Noel will be in charge of developing the business in both existing and new markets. He will also support the European key account managers on some top accounts. He says: “I am thrilled to join Albatross CX. It gives me a unique opportunity to fully utilize my 15+ years of expertise in elevating the customer experience. I look forward to exploring the synergies among all Group entities and use them to strengthen the bond between our clients and their customers.”