In this installment of our “Expert Interviews” series on YouTube, I interview Adrian Swinscoe.

Adrian is a customer experience consultant and advisor. He is the author of How to Wow: 68 Effortless Ways to Make Every Customer Experience Amazing (Pearson) and has worked with brands such as Shell, FT and The Economist Group.

Adrian’s book How to Wow covers a variety of customer experience principles touching on everything from customer complaints to effortless experiences to customer loyalty, all of which we cover in this interview.

Discussing Customer Complaints and Customer Loyalty

In the interview, Adrian and I dig into the relationship between customer complaints and customer loyalty. Complaints truly are gifts because often the customer experience is not bad enough for the customer to complain but not good enough for them to remain loyal.

A few of the other topics we cover are…

• What drives customer loyalty.
• The impact of privacy on customer experience.
• What’s next for customer experience.

Make sure to check these and other great points from Adrian in the video below.

To learn more about Adrian, check out his bio beneath the video.

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About Adrian Swinscoe

Adrian Swinscoe is a customer experience consultant and advisor, and has been growing and helping develop customer-focused large and small businesses for 20 years. He has previously worked with Shell, FT and The Economist Group and has advised and consulted to numerous large and smaller businesses helping them engage with their customers, build their customer retention and improve their service and customer experience.

Adrian is a huge fan of organisations that do great things for their customers and their people. He enjoys using research, stories and human insights to help create change and better results for his clients. Overall, he’s a lover of simplicity and an advocate of the human touch with some really useful technology thrown in.

Adrian has an MBA from Cass Business School, City University as well as an MA in Economics.

Adrian is the author of How to Wow: 68 Effortless Ways to Make Every Customer Experience Amazing (Pearson), and you can also find his customer experience writing on his blog and his Forbes column.