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Mike Ashton

Mike Ashton is Managing Director of customer experience specialists ABCG. The organisation’s diverse client roster includes Avon, Oracle, RBS, BaxterStorey, Rocco Forte Hotels, Tetra Pak and the Business Centre Association where ABCG run the bca Training Academy for over 400 members.

Ashton’s commercial experience includes senior roles with some of the world’s leading brands, including Procter & Gamble, Johnson & Johnson and hotel giant Hilton International, where he was Senior Vice President, global marketing & brand management and a member of the board.

His diverse experience and energetic presentation style have made him a popular keynote speaker and chairman at conferences in the UK, Europe, Middle East and the USA.   

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Customer experience expert Mike Ashton discusses the importance of inspiring and involving staff in development and delivery of a CX transformation. In this series of articles we’ve looked at the process of creating value by delivering powerful and distinctive customer experiences; experiences that solve problems and make life easier. We’ve seen...Full Article »
Customer experience expert Mike Ashton discusses the processes that can help you achieve a CX transformation So far in this series of articles I’ve looked at the critical importance of: 1) Belief and alignment within the senior management team and; 2) Seamless internal processes and unified working practices to transform the customer experience...Full Article »
After his article on leadership conviction, customer experience expert Mike Ashton tackles the next pillar in a successful customer experience transformation: unified working. Our research shows that delivering meaningful and sustained change to customer experience requires 3 distinct capability sets. In order of importance they are:Leadership...Full Article »
Customer experience expert Mike Ashton discusses the capabilities that will help you achieve a customer experience transformation in your organisation. Economic value is created not by individual products, services or brands, but by the total experience customers have with your organisation. Businesses that explicitly recognise customer...Full Article »
Customer experience expert Mike Ashton shares 5 practical and proven suggestions on how to harness customer data to transform customer experience and avoid vital insight slipping through the cracks. Companies invest heavily to measure customer reaction to the service experience they deliver and frequently obsess over the results. Yet in so many...Full Article »
Customer experience expert Mike Ashton discusses the key steps to drive successful brand management in a rapidly changing landscape. Much is made of the impact of digital disruption on the role, relevance and value of brands, with some even suggesting that brands are drowning in a whirlpool of digital channels, social media and online...Full Article »
Customer experience expert Mike Ashton details the key to creating employee engagement and brand ambassadors. Many companies I work with are in some kind of transition. They’ve trying to change how they work to deliver a better customer experience. Some find this very challenging, and with good reason. Managers are generally well equipped to...Full Article »
Customer experience expert Mike Ashton outlines the questions brands need to consider before they can truly create a differentiated customer experience strategy. A recurring theme of the programmes I run with customer experience teams all over the world is that in today’s volatile and ultra-competitive environment, good is rarely good enough to...Full Article »
Customer experience expert Mike Ashton outlines 5 key steps for organisations and CX leaders to help them optimise customer centricity across all levels of the company. Corporate speak and clichés – don’t you just love ‘em? Among the most commonly used and abused is “customer centricity”. Now don’t get me wrong, the idea of customer centricity is...Full Article »
Customer experience expert Mike Ashton outlines how the digital disruption has impacted CX and which organisations are making the most of the changes. For those companies who have embraced it, digitally driven change has provided an opportunity to raise the bar and drive real competitive advantage. For others, struggling to recognise, let alone...Full Article »
13 results
of 2