Customer Experience Strategist, Liz Pinfold Reed, fell into the world of CX when she realized that data needed to underpin all good communication planning. “It’s hard to deliver value to customer who you simply don’t understand as individuals. And oddly, this is something I first realised when I was working in events. A good event starts with being able to invite the right people.” says Liz. Heading off on a tangent, she found herself being drawn into the Data Planning world, crafting profiles at scale and blueprinting CRM systems.
Since then, she’s worked in agencies around the globe as a hybrid Brand and Data planner, like BBDO Proximity Asia, Havas London and MRM London. On returning to Auckland, Liz started Good CX Ltd – a focused CX strategy consultancy. As a result, her clients can access a seasoned CX planner independently without requiring a full agency on retainer.
“Decoupling planning from a traditional creative agency allows my clients the flexibility to use internal teams or existing designers or developers or access our network of amazing, global specialist partners,” says Liz.
Naturally, she always puts Customers first and is set on 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 Design Thinking is truly customer-centric.
