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Liz Pinfold Reed

CX Strategist

CX Strategist and Planning | Liz Pinfold Reed
Liz Pinfold Reed

Creator of insight led customer experience strategies.

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.

Strategically led:

  • CX Brand Planning
  • Insight Development
  • SEO Strategy
  • SEO led Website Planning
  • CX Coaching & Training
  • CX Journey Planning
  • Social Marketing
  • Content & Channel Planning
  • Insight & Proposition Development
  • Personal Branding

Cross Industry CX Experience

Unsurprisingly, big industry focuses include Health and Wellbeing and digital technology. Currently, her brand planning CX portfolio includes working on clients in Primary Care, Financial Services, Technology and Health Supplements.

Previously, Liz has led planning for Global and Regional projects for clients like Unilever and General Motors. She’s worked on 5 continents, having lived in London, Singapore, Beijing and Auckland. Subsequently, she has Cross-Industry experience, especially in Automotive, FMCG & Finance.

Prior to going solo, she led scalable CX Strategy & design thinking data prototypes globally for brands like Dove, Opel, Vauxhall, Visa & Fonterra. So, if you’re looking for a Customer Experience Strategist with a blend of data, brand planning and psychology, look no further than Liz Pinfold Reed!

Liz Pinfold Reed | Brand Strategist | Customer Experience Brand Planning Auckland | Liz Pinfold Reed
CX Strategy | Customer Experience Planning| Liz Pinfold Reed |Auckland
Connecting brands and ideas

Creating Genuine Connection

Unashamedly a self-confessed Data Geek & Storyteller extraordinaire, Liz Pinfold Reed loves a good API as much as she does researching what makes people tick. First and foremost, Liz loves to start her CX and brand strategies by getting to the heart of the consumer’s unmet need. This means drilling into customer emotions and understanding how this drives buyer behaviour.

Furthermore, her data background drives Good CX’s ‘SEO-first’ approach to content and UX design.

Recently, her fascination with neuroscience and behavioural psychology means she is a Customer Experience Strategist who especially loves the Health and Wellness category. Especially proud of the patient journeys behind Highbrook Medical and East Care, Liz has also loved her technology work on Valocity and Ara Journeys. Other favourite CX planning and customer verticals include Supplements, Automotive and FMCG. Contact Liz for a chat about our CX services.

She is fortunate to be married to numbers expert and all-round legend Stu; together, they have two fabulous girls who have inspired her to also become a mentor to undergrads through the University of Auckland Mentoring Scheme.

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