Alex Thacker

Account Executive Serve First CX

Alex Thacker has spent a decade in B2B sales built almost entirely around one discipline: customer experience. He cut his teeth in the tourism and leisure sector, selling guest-experience platforms into visitor attractions across the UK, EMEA and MENA at Attractions.io, before moving into Serve First's CX platform - spanning feedback, audits and mystery shopping - built specifically for multi-location businesses.

Today, as an Account Executive at Serve First, Alex works with operators across travel and hospitality - airlines, hotels, train operators and visitor attractions - helping them close the gap between what their customer experience and operational data tells them, and what actually changes for the guest on the ground. His focus throughout has been consistent: not just measuring the guest experience, but making sure something happens because of it.

CX Travel and Hospitality Exchange - Day 1

18:05 Champagne Roundtable II: Knowing Isn't Fixing: Closing the Gap Between CX Data and Real-World Action

Every multi-location operator now has more customer, operational and market signal than ever, and AI is only accelerating that. But knowing what's wrong across your locations isn't the same as fixing it. This roundtable explores the gap between insight and action: why so much CX and ops data never turns into a task, a fix or a change on the ground, and what it actually takes, people, process, AI, to close that gap at scale without losing standards or accountability as you grow.

Check out the incredible speaker line-up to see who will be joining Alex.

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