“Process is a liberator, when it’s the right process.”

James Sykes, Former Global Head of Innovation at Beam Suntory believes relieving customer anxiety is all down to having the right process for the right customer.

Having lead the innovation globally for premium spirits distributor Beam Suntory, Sykes steps into The Works van to talk about the CX process. “The ‘P’ in process can very easily become the ‘P’ in politics”.

For Sykes, it’s all down to having small pockets of talent working on small tasks. This ensures politics don’t take over the creative thinking process, allowing the team to focus on producing a design that deludes ambiguity for the customer.

Ultimately, Sykes advises that great CX is about getting outside your business bubble.

The more human-centric you can become in CX, UX and design thinking is all down to how much you can get yourself outside your own business.

The Works was named Australian CX Agency of the Year at the 2016 AdNews agency awards. To find out what a strategic approach to customer experience could do for your business, contact The Works’ creative partner Douglas Nicol by phone 0411 114 635 or email douglas@theworkssydney.com