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.   

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 »
Customer experience should be front of mind for all teams within an organisation, but how do you ensure collaboration across all levels of the business? Customers connect with their selected brands in a mind-boggling variety of ways. They want fast, flexible and responsive service across all touch points, in real-time and right now. The challenge...Full Article »
Mike Ashton, Managing Director of customer experience specialists ABCG, discusses why senior managers need to change their own behaviour if they want to improve the customer experience delivered by the entire organisation. My conversations with business leaders suggest that the challenge of delivering a customer experience (CX) that’s distinctive...Full Article »
Whether it’s a customer experience, marketing or data & analytics conference, we always seem to end up talking about how to manage change in our organisation; how to encourage and inspire people to change the way they behave to deliver a better experience that drives sales revenue....Full Article »