Adrian Swinscoe

Edinburgh, United Kingdom

Contributor at Forbes

Blogger and Podcast Host at Adrian Swinscoe

Customer Experience. eXperience Leadership. Advisor. Speaker. Best-Selling Author (How To Wow, Punk CX and now Punk XL). @Forbes contributor. Aspirant Punk CXer

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Articles

Marketers underestimate how loyal customers are and don’t understand what drives their loyalty

3 weeks ago | customerthink.com | Adrian Swinscoe

In December of last year, as part of my annual predictions piece, I wrote that many consumers have faced a tough time economically over the last few years and that the situation in 2025 was set to persist. We are now just over a third of the way through 2025, and it’s fair to say that, regardless of where you are in the world, the average consumer is still under pressure and is becoming increasingly discerning about what to spend their money on and with whom.
Lush’s Journey: Balancing Innovation, Empathy, and Customer Care - Interview with Naomi Rankin of Lush

1 month ago | customerthink.com | Adrian Swinscoe

Today’s interview is with Naomi Rankin, the Manager of Global Customer Care at Lush, the British cosmetics retailer. I spoke to Naomi when I attended Zendesk’s recent Relate event, which took place in Las Vegas on March 25th-27th.
Here comes the customer service resolution revolution

1 month ago | customerthink.com | Adrian Swinscoe

When Mikkel Svane and his co-founders, Morten Primdahl and Alexander Aghassipour, founded Zendesk in 2007, they aimed to revolutionize customer service by creating beautifully simple software that enabled businesses to easily interact with their customers and act on their feedback. Eighteen years later, one could argue that they have been successful. However, Tom Eggemeier, CEO of Zendesk, hopes they will be one of those rare companies that can reinvent an industry for a second time.
How A Healthcare Insurer Got Automation Right By Putting Its Clients First

1 month ago | forbes.com | Adrian Swinscoe

Recently, Adrian Murray and Brent Baiotto, Fisent’s Founder & CEO and COO, respectively, told me a story about a healthcare insurance company they are working with that is utilizing generative AI to automate its claims processing.
Omnichannel was a myth - Interview with Gaurav Passi of Zingly

1 month ago | customerthink.com | Adrian Swinscoe

Today’s interview is with Gaurav Passi, Founder & CEO of Zingly. He joins me today to talk about some research that they have recently conducted about FORO (the Fear of Reaching Out), the Great CX Paradox, why Omnichannel was a myth and how ‘Rooms’ could be the answer.
Agentic AI and building connections with customers in the moments that matter

1 month ago | customerthink.com | Adrian Swinscoe

We are social beings and, as such, our connections are important to us. Moreover, our connections to other people get stronger when they show up in the moments that matter to us. The same is true for brands. When they show up in the moments that matter to us, they can make us feel understood, heard, and respected. Getting that right can, in turn, drive increased loyalty.
Why businesses need to invest in both brand and customer experience - Interview with Martin Gill of Forrester

1 month ago | customerthink.com | Adrian Swinscoe

Today’s interview is with Martin Gill, VP, Research Director at Forrester. Martin joins me today to talk about their upcoming CX Summit EMEA that will be taking place in London (and digitally) from June 2–4, 2025.
Marketers Underestimate Loyalty And Don’t Understand Its Drivers

1 month ago | forbes.com | Adrian Swinscoe

In December of last year, as part of my annual predictions piece, I wrote that many consumers have faced a tough time economically over the last few years and that the situation in 2025 was set to persist. We are now just over a third of the way through 2025, and it’s fair to say that, regardless of where you are in the world, the average consumer is still under pressure and is becoming increasingly discerning about what to spend their money on and with whom.
Key insights from Adobe Summit on agentic AI and B2B innovation

1 month ago | customerthink.com | Adrian Swinscoe

Just over three weeks ago, the curtain came down on Adobe Summit in Las Vegas, Adobe’s annual customer event. Last year‘s event was dominated by news of how Adobe was leveraging generative AI and infusing it across its platform and product set to help brands achieve personalization at scale.
Here Comes The Customer Service Resolution Revolution

2 months ago | forbes.com | Adrian Swinscoe

When Mikkel Svane and his co-founders, Morten Primdahl and Alexander Aghassipour, founded Zendesk in 2007, they aimed to revolutionize customer service by creating beautifully simple software that enabled businesses to easily interact with their customers and act on their feedback. Eighteen years later, one could argue that they have been successful. However, Tom Eggemeier, CEO of Zendesk, hopes they will be one of those rare companies that can reinvent an industry for a second time.