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Tim Wade

Tim Wade
Tim Wade
Tim Wade

Best known for:

Tim Wade is an international Speaker and Consultant and Founder of CX Lab, a customer experience consultancy.


Described as engaging and thought-provoking Tim is a recognised international speaker on customer experience and marketing. As a passionate, intelligent speaker Tim will inspire audiences to think bigger and bolder about their customer experience and brand strategy.


Tim has lead the transformation of global businesses across hospitality, retail, telecoms, financial services and now consults with some of the world’s largest organisations on customer experience and brand development. It all began for Tim in fast paced retail, from there he climbed through roles in financial services and telecoms before becoming Marketing Director for Best Western hotels.

Tim joined Best Western at the beginning of the financial crisis, the hotel sector wasn’t growing, the Best Western brand was performing poorly and the customer experience was best described as random. Tim completely transformed the Best Western brand. 'Hotels with Personality' became the brand strategy and Tim drove this through a complete transformation of customer experience, marketing, plus a major culture change throughout the group. The results saw double digit growth every year with the Best Western brand becoming the number one in its sector. How to take a middle of the road organisation and transform it is a story that audiences can really take back with them. 

Tim then became managing director of Smith+Co consultancy (a leading global consultancy on customer experience) where he lead projects for organisations including Canon, Bayer, Estee Lauder, eNett and Shell.

Seeing the growing rhetoric and lack of rigour Tim founded CX Lab to bring a scientific and evidence based approach to customer experience. The CX Lab philosophy is based on the facts and methods of science rather than the rhetoric of hype. We study human behaviour and how we influence that behaviour to create customer and employee experiences that generate measurable and evidenced growth for organisations.

Tim brings this experience alive when he speaks, showcasing proven, tangible solutions that will differentiate and grow your organisation.

From a keynote speech to a two day workshop here are some of the key topics covered:

How to deliver a customer experience that differentiates your business
: Customer experience (CX) has become a core way for business to stand out and grow with Gartner stating that 87% of marketing leaders expect CX to be there primary differentiation strategy in 2017. The issue, however, is that customers don’t see this, Forrester research across 15,000 customers shows that only 1% rate experiences as excellent. So the challenge for business is not the why of CX but HOW...How do you create a customer experience that differentiates your organisation and grows your business?

Tim’s keynote presentation and workshops will inspire you through case studies from leading organisations to demonstrate how to achieve real commercial results from customer experience. He will delve into the transformation that took Best Western hotels from going absolutely nowhere to becoming the number brand in its sector. Critically he will show you how to apply this within your own organisation

Why human experiences are key for growth in a digital world:  With brands like Amazon providing drone delivery, to Uber disrupting the Taxi market, merely keeping up never mind differentiating, is becoming a constant challenge. In this fast paced digital world where customers expectations are ever increasing how do you stand out?

As our expectations grow, what remains consistent is our need for human, emotional connection. Those businesses that will thrive are those that use technology to enhance our human emotional needs. It is not about replacing people with robots and AI but about how organisation use these to enhance the experience.

In a keynote speech Tim will bring together the science of customer experience with leading case studies and stories to inspire audiences about customer experience in a digital world.

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Delegates at our 2015 conference were captivated by Tim’s illuminating session on highlighting the fundamental importance of customer experience. Several members commented on how interesting it was to hear from someone with such a good, proven track record. His message is relevant for any industry.

Liz Circuit, National Housing Maintenance Forum

The session delivered by Tim at our customer experience event was engaging and thought-provoking and certainly met the brief we had given him. His knowledge, real- life examples and questioning approach meant that delegates went away with ideas and perspectives that will help them on their customer experience journey. We would be happy to work with him and Smith+Co in the future.

Ellie Gittos - Transversal

Tim joined us in Australia as an international keynote speaker at the Customer 360 Symposium, a by-invitation conference for leaders in Customer Experience. I found Tim to be a pleasure to work with and highly knowledgeable and experienced in the field of Customer Experience. His keynote was very well received by our audience of enterprise marketing and Customer Experience leaders. I have no hesitation in recommending Tim as an expert in CX.

Mark Abay – Ashton Media