What the FUCX? Why Your Customer Experience is Everything

Some companies still see Customer Experience (CX) as a necessary part of what they have to do, as opposed to a unique proposition where they can strongly differentiate. Something that is just for the customer service roles and not for their entire path-to-purchase and brand philosophy. Even smart organisations can still be reactive with CX as opposed to predictive and proactive.

The reason CX has become the fulcrum point around which every business needs to pivot is because of the changing nature of consumerism. The Millennial and particularly the Gen Z consumer are a more expectant breed than ever before, and the rest of us have also followed suit.

The expectation of frictionless, seamless and a ‘one-click world’ has been carried from our digital experiences into the real world.  We expect the system to know who we are, predict what we want and deliver. We demand brands value our custom and engage with us on a personal level.

So, if CX is key, then why are some businesses so bad at it? Why do they still struggle to just meet basic satisfaction levels, not to mind going beyond customer expectations? Why don’t brands realise that delighting the customer is no longer a choice but a requirement, that exceeding expectations is a must to fuel peer-to-peer conversation and brand-storytelling?

This speech is an entertaining and informative look at the modern consumer and their expectations, how and why the bar has been set high for CX and what your brand and business should be considering. Don’t be caught out, scratching your head,  wondering why your business has lost share, muttering ‘what the FUCX’?

There are so many forces shaping the supply chain of the future. On one hand we have increasing urbanisation putting pressure on that last mile. At the same time we have a booming sharing economy, completely reinventing the notion of value from a consumer perspective.

As same day delivery becomes the norm, are our supply chains ready? Are we ready to meet the instant gratification needs of this new shopper generation? There is a reason Amazon are testing delivery drones and patenting 3D printing vans. The model of delivery needs to change not because it can, not because we have the technology. It needs to change because there is a new breed of shopper but who is going to pay for it?

This speech will challenge supply chain executives and ask the big question. This is the shopper of tomorrow. Are you ready?



CX needs to be in a brands DNA.
The previous battlegrounds of low price, quality and convenience have given way to a truer representation of what the modern consumer wants, values and expects. A solid Customer Experience Strategy has to be apparent in every thing an organisation is about today


What consumers value has always changed.
Not delivering on what they value is a sure way to become irrelevant, and fast. You need to learn to go beyond consumer expectations and push into Delight & Excite as a strategy


Harnessing the peer-to-peer network.
It’s only possible when your customer talks about your brand. Their brand story-telling is what brings your brand to life, without it, do you even exist? Unless you are giving your customers an experience to share, then why should they tell your story? Learn to look at your customer journey through that story-telling filter.



  • Every time we book Ken for our events, he delivers beyond our expectation on what the modern consumer expects and how brands and businesses need to challenge their thinking. His take on consumerism, disruption and CX is both tought-provoking and entertaining. 

  • Ken’s speech at both our US and European CX events really excited delegates for the need to better engage with the new consumer and get personal and experiential. As a speech it was relevant, insightful as well as great fun. An ideal mix

  • Your passion and insight into CX astounded all our delegates and really made our event. Inspiring and thought provoking


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