Stimulating growth through 
distinctive customer experiences

Stimulating growth through 
distinctive customer experiences

Customer Experience Experts

Smith+Co was founded in 2002. We believed then, as we do now, that customer advocacy and loyalty are created through defining a customer experience that is aligned to a brand’s purpose and what it stands for.

Over the years we’ve helped many brands create clarity around their brand purpose and how to translate this into an experience that differentiates the brand and wins customer loyalty. But don’t just take our word for it – take a look at what our clients say.

Our Services

Smith+Co offers end-to-end customer experience consulting in six areas:


Identify the insight that helps prioritise your customer experience efforts.

Brand Promise & Purpose Definition

Articulate why your brand exists and what your customers should expect from their experience.

Customer Journey Mapping

Visualise the customer experience from their perspective.

Customer Experience Strategy & Design

Decide where and how you deliver your brand promise.

Branded Customer Experience Training

Give your people the knowledge and skills they need to deliver your brand promise.

Customer Experience Measurement

Measure the impact of your customer experience.

Meet the team

The Smith + Co promise is that you only get experienced people with the expertise and energy to help you solve your problem.

The company we keep


“Smith+Co developed a programme that went beyond the customer experience and helped us to design training that really engaged and brought the whole brand to life. The ‘Personality Experience’ has now been successfully rolled out across GB and the positive impact on both employee and customer experience has had a direct impact on commercial performance. Smith+Co are experts in this area and every member of the team was a pleasure to work with. I would not hesitate to recommend them.”

Sarah Fussey – Marketing Director, Best Western

“To embark on a purpose that is to mobilise the entire organisation is a leap of faith and requires strong leadership and the support of organisations such as Smith+Co to take you on this incredible journey”​

Patrick Dempsey OBE – MD Whitbread Hotels & Restaurants

“The support, guidance and direction given by Smith+Co have enabled us to create a positive change in the selling culture within the Waterstones business. The approach they took has ensured buy-in at all levels within the business.”

David Rowntree – Divisional Director, Waterstones

“We have had an historic year on many fronts and it is due in part to you and your team’s strong support. Thank you so much for your wonderful partnership.”

Angela Ahrendts – CEO, Burberry

“Smith+Co created an end-to-end view of our most valuable customers’ experience across their life-cycle using our NPS data.”

Due to their insights and leadership we not only created an experience which had shared ownership, which drove changes to consistently deliver basics, but was on brand, differentiated and focused our resources and finances to only over-deliver at the key points which made the biggest difference to our customers and our business success.”

Aleksandra Alfonso – Global Head of Branded Customer Experience.

“Smith+Co have a deep understanding of the complexities of customer experience and were extremely effective in helping us to build our brand around customer experience. I recommend that companies focusing on customer experience take advantage of their expertise.”

Lorena Baker Harris – Director Corporate Marketing, Convergys

“Always forthcoming with great ideas”

“Smith+Co have been working with us on our contact centre solution, Service Cloud. They immersed themselves in our messaging and took the time to really get to know our strategy, enabling them to act as a true partner, always forthcoming with great ideas.”

Marie Byrne – Marketing Manager,

“Helped us raise the bar on what to deliver”

“Smith+Co helped us turn high-level brand strategy into specific elements of a new branded customer experience that could be delivered in complex operational situations. Their ability to draw on a broad range of perspectives from within and outside our sector helped us raise the bar on what to deliver and consider new ways to make it happen.”

Peter Gowers – CEO, IHG

“I have worked with many consultants, but Smith+Co are unquestionably the best. Based on the very first workshop they conducted for us, our organization became smarter about our customers – and keenly aware of the gaps our current servicing of them resulted in vis-à-vis their expectations. Shaun was a great teacher, leaving our organization more informed and more focused. I would hire them again in an instant.”

Susan Phillips, VP Global, Marketing

“Smith+Co helped us re-assess the service we were offering our customers and identify opportunities for improving customer satisfaction, by moving from a service based model to providing an ‘experience’ across each consumer touchpoint. They helped us develop a process to identify which parts of the consumer journey we should dial up through a series of benchmarking and research activities; supported in the development of the training cascade and the development of the KPI’s to measure the success. Through this process we have developed a programme across all our brands for national roll-out”​

Chris Good – President UK and Ireland, The Estee Lauder Companies

“Great insight and innovative thinking”

“Smith+Co have supported my businesses over many years providing great insight and innovative thinking. Whether consulting or speaking they provide leading-edge thinking, inspiring teams.”

Mike Brown, CEO

“I’ve had the pleasure of working with Smith+Co several times in the past, and recently worked with them on a project at RBS. They exceeded both mine and my board’s expectations, and delivered a fantastic result. Smith+Co are not only experts in their field, but very creative and innovative thinkers and a huge asset to any business change initiative.”

Trent Fulcher – Head of Strategy, RBSIF

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