Customer Experience Transformation

Alex Mead

Embedded CX Executive Leader

I fix and transform Customer Contact, Service and Experience. Not as an adviser. Not from a slide deck. As an embedded executive — inside the operation, fully accountable for the outcome.

Founder & Principal — EPIC CSX  |  20+ Years  |  30+ Countries  |  CCO  |  VP  |  Group Director

Get in Touch Explore EPIC CSX
£38m
OPEX Savings
150%
Revenue Growth
2M+
Customers Served
30+
Countries
Alex Mead
EPIC CSX
Customer Service Excellence
Why most CX transformations fail

The problem is never the strategy.

Most organisations know what good Customer Experience looks like. The gap is always execution — and execution fails when nobody inside the organisation owns the outcome.

01
Strategy without accountability
Consultants deliver frameworks and roadmaps then leave. Nobody holds full accountability for delivering the change. Twelve months later, nothing has moved.
02
Advice from the outside
External advisers don't live with the complexity, the politics, or the operational reality. The gap between the recommendation and the operation is where transformation dies.
03
GenAI adopted cosmetically
Most organisations bolt GenAI onto broken processes and call it transformation. The result is cost theatre — not genuine improvement of customer and employee experience.
59%
of customers repeat themselves when transferred across channels
Salesforce, 2023
64%
would prefer companies didn't use AI in customer service
Gartner, 2024
33%
say their biggest frustration is no progress updates
HubSpot, 2024
How EPIC CSX operates

Embedded. Accountable.
Hands-on.

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Inside the operation, not outside it
Every engagement is executed from within — as part of your leadership team, with full accountability for defining and delivering the transformation plan.
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Walking in the shoes of customers and teams
I find what's really going on — not what the dashboard says, but what the people living inside the operation already know. Then I build the vision, take it to the Board, get the investment, and lead the delivery.
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Revenue engines, not cost centres
I treat contact centres as commercial assets. Strategy and execution in the same hands. Teams respond consistently — trust builds fast, direction becomes clear.
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Globally mobile, immediately available
Based in Bahrain, operating globally across EMEA, GCC, APAC, Americas and Nordics. Permanent and extended interim mandates considered worldwide.
Available for
  • Chief Customer Officer (CCO)
  • VP Customer Experience
  • Group CX Director
  • VP / Director Contact Centre Operations
  • Senior Interim CX Leadership
  • GenAI & CX Transformation Programmes
  • BPO Strategy & Build
  • CCaaS & CRM Implementation Leadership

Permanent and extended interim mandates. Globally mobile. Financial services, luxury travel, telecoms, hospitality, retail, logistics, airlines, cruise and more.

The Operating Framework

EPIC CSX

Customer Service Experience designed to be Easy, Personalised, Intuitive and Contextual. Developed and refined over 20+ years across real operations in 30+ countries.

EPIC CSX is not a methodology handed over in a deck. It is an operating framework applied hands-on, inside your organisation, grounded in strong service fundamentals and powered by GenAI to deliver faster, more personalised and commercially engaging customer experiences across every channel and lifecycle stage.

E
Easy
Friction-free interactions across every channel. Zero unnecessary effort. Measured through Customer Effort Score and first-contact resolution.
P
Personalised
Every interaction informed by the full history and preference of the individual. Not a segment — the customer as a person.
I
Intuitive
Journeys that anticipate need before the customer has to ask. Proactive, predictive, designed to resolve issues before they become complaints.
C
Contextual
The right information, at the right moment, in the right channel. Every interaction understood in its full context. No repetition.
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Powered by GenAI
EPIC CSX is built to leverage GenAI as a structural enabler — not a bolt-on. Faster, smarter, more human customer experiences at scale.
TIME EX — The Workforce Enablement Companion
EPIC CSX defines what the customer experience should feel like. TIME EX defines what the front-line agent and team environment must provide to consistently deliver it.
T
Time
Respecting agent time through effective scheduling, workload management and forecasting accuracy.
I
Information
Giving every agent the knowledge, tools and real-time context to resolve issues at first contact.
M
Motivation
Connecting performance to purpose. Recognition, career visibility and a culture where excellence is celebrated.
E
Empowerment
Authority to act. Decision rights, resolution tools and the confidence to own a problem end-to-end.
Proven across sectors

Results. Not recommendations.

Every engagement measured against real operational outcomes — not slide decks delivered and recommendations filed.

Logistics & Parcel Delivery
Rentokil Initial / City Link
90% → <10% call abandonment
Contact centre inherited at breaking point. Full operational rebuild delivered in six months as embedded executive leader. £24m savings and 80% contact reduction.
Financial Services & Banking
Emirates NBD
Enterprise-scale CX transformation
Executive Director of Customer Contact and Service Transformation. GenAI deployed across one of the GCC's largest and most complex retail banking operations.
Luxury Travel & Cruise
Explora Journeys (MSC Group)
Zero to world-class in 12 months
Global VP Experience Centres. Built and directed the end-to-end guest experience operation for an ultra-luxury cruise brand entering the premium market.
Digital Banking
D360 Bank (PIF-backed, KSA)
2M+ customers at 90%+ CSAT in 6 months
First CX-hire. Created the full customer experience operation for the GCC's first digital-only bank from scratch.
Global BPO Build
Total CX (Beyon Group)
150% revenue growth in year one
Chief Executive Customer Officer. Built an AI-powered BPO from zero to 400+ FTE in 12 months.
Luxury Spirits
Edrington / The Macallan
25% NPS uplift
Global Consumer Service Leader. Delivered a unified, brand-consistent CX model across luxury retail, on-trade and digital. £18m revenue growth and 99% rebooking intent.
£38m
OPEX savings at a global airline
IAG / British Airways Group
£24m
Savings and 80% contact reduction
FTSE 100 Logistics Provider
150%
Revenue growth building an AI-powered BPO
Total CX / Beyon Group
£18m
Revenue growth in premium travel
Luxury Travel Sector
2M+
Customers at 90%+ CSAT in 6 months
D360 Bank, KSA
25%
NPS uplift in global luxury spirits
Edrington / The Macallan
GenAI Integration

AI as an Accelerant,
Not a Replacement

The most common failure in AI deployment is positional: organisations bolt GenAI onto broken processes and call it transformation. EPIC CSX treats AI as an architectural accelerant — it amplifies each pillar, but cannot substitute for sound design.

01
Live Brand Sentiment
Real-time NPS and sentiment tracking across all channels, enabling proactive intervention before escalation.
02
AI Agent Assist
In-conversation prompts drawing on knowledge base, CRM history and live analysis — reducing handle time and improving FCR.
03
Context Transfer
Full AI-to-human handoff with intent, sentiment, content and CRM data. No cold starts. No summary requests.
04
Predictive Workforce
AI-driven forecasting integrated with WFM tooling to align staffing with genuine demand patterns.
05
Knowledge Management
Dynamic knowledge generation, maintenance and retrieval — ensuring agents always have current, accurate information.
06
Revenue Intelligence
AI identifies upsell and cross-sell moments from interaction signals, surfacing relevant prompts at the right moment.
Platform Experience & Technology Architecture — EPIC CSX is platform-agnostic
CCaaS: Five9, Genesys Cloud, Amazon Connect, Avaya
CRM: Salesforce, Zendesk, HubSpot, Microsoft Dynamics
AI/LLM: Anthropic Claude, OpenAI GPT, prompt engineering
WFO/WFM: Scheduling, forecasting, quality monitoring
QA & Analytics: Speech/text evaluation, CSAT/NPS frameworks
BPO: Vendor selection, SLA architecture, transition management
Get in Touch

Ready to transform
your CX?

If you are serious about fixing and transforming your Customer Contact, Service and Experience — and you need an executive who will own the outcome from the inside — let's talk.

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