Innovation Strategist Liz Pinfold Reed fell into the world of CX (Customer Experience) when she realised that HCD & data needed to underpin all good communication planning. “It’s hard for brands to deliver value to customers who they can’t understand as individuals. Oddly, this is something I first realised 20 years ago when I was running high-value events for BMW. A good event starts with inviting the right people who later translate into leads,” says Liz.  Heading off on a tangent, she was drawn into the Data Planning world, crafting people profiles at scale and blueprinting some of the earliest Global CX programs for clients like Unilever and Visa.

Globally versed, she’s worked in agencies worldwide as a hybrid Brand and Data planner, such as BBDO Proximity Asia, Havas London, and MRM London. Her focus on leading Global CX innovations at scale across continents, meant she had a grip on data but also insight-led storytelling. On returning to Auckland, Liz started Good CX, a focused CX strategy consultancy. As a result, her clients can access a seasoned CX planner fractionally without requiring a full-service agency on retainer.

Increasingly, Liz works with Founders & Leadership teams as an Executive Coach to help shape purposeful narratives that drive successful teams.

“Decoupling planning from a traditional creative agency gives our clients flexibility. We can shape thinking with your internal teams or brief existing designers or developers or appoint our network of amazing, global specialist partners,” says Liz.

Naturally, she’s a Customer Experience Strategist always puts people first. A focus is helping clients see their brands through different eyes and perspectives of consumers.

In addition to her passion for data and technology lies a fascination with psychology and how human biochemistry drives buyer behaviour. So, when working with Liz as your CX Strategist, your work will be underpinned by robust human insight—all thanks to her natural interest in behavioural insights. As a result, this hybrid planning direction means that design thinking is truly customer-centric.

Connecting brands and ideas as a Customer Experience Strategist

Creating Genuine Connection