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 Data profiles at scale. Notably, 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 thinking partner fractionally without requiring a full-service agency on retainer.

Increasingly, Liz works with Founders & Leadership teams as an Executive thinking partner to help shape purposeful narratives that drive successful teams and determine AI blueprints.

“Decoupling planning from a traditional transformation consultancy gives our clients flexibility. We can shape thinking with your internal teams or brief existing designers or developers. But in the AI age it’s often about soundboarding what should be tackled thoughtfully,” says Liz.

Naturally, she’s a Customer Experience Strategist who always puts people unmet needs first. Liz’s priority is helping clients see their brands through different perspectives and behavioural drivers 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 thinking partner, your work will be underpinned by robust human insight. All thanks to her natural interest in behavioural insights and Polyvagal Informed Certification. As a result, this hybrid planning approach makes design thinking truly customer-centric.