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Adrian Swinscoe

Principal at Punk CX

Brighton, United Kingdom

Described as an experimental CX thought leader and visionary, Adrian Swinscoe is a best-selling author, Forbes contributor, speaker, investor, advisor and aspirant CX Punk.

He has been growing and helping develop customer-focused large and small businesses for over 25 years now.

His clients have included brands such as Sky, NowTV, Apple, ING, KFC, Philips, Cancer Research UK, Talk Talk, Gazprom, Intercontinental Hotel Group, Olympus, Harper Collins, the UK Gov’s Crown Commercial Service, Microsoft, Pearson and Costa Coffee as well as numerous tech vendors and many smaller and medium sized businesses.

Adrian is a frequent writer, podcaster and speaker on all things related to customer service and experience.

He published a best selling book in 2016 called How to Wow: 68 Effortless Ways to Make Every Customer Experience Amazing (Pearson), published an exciting new book: Punk CX in 2019 and has just published an exciting follow up: Punk XL.

Adrian Swinscoe Points
Academic 0
Author 187
Influencer 64
Speaker 0
Entrepreneur 0
Total 251

Points based upon Thinkers360 patent-pending algorithm.

Thought Leader Profile

Portfolio Mix

Company Information

Company Type: Individual

Areas of Expertise

Business Strategy 32.44
Change Management
CRM 43.19
Customer Experience 39.17
Customer Loyalty 39.53
Digital Transformation
Future of Work
Leadership 31.86
Culture 32.83

Industry Experience

Consumer Products
Engineering & Construction
Federal & Public Sector
Financial Services & Banking
High Tech & Electronics
Higher Education & Research
Oil & Gas
Professional Services
Travel & Transportation


4 Article/Blogs
7 Customer-Experience-Related Predictions For 2023
December 14, 2022
For the last four years, in and around December, I have compiled a set of customer experience-related predictions for the coming year.

For each article, I gather together a set of predictions that have been sent to me over the preceding month. I then select the ones that stand out and make the most sense in the current context, arrange them into themes, and add a bit of commentary.

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Tags: Customer Experience

Why CMOs Should Invest In Their Customer Service Teams
April 05, 2022
At the end of Feb 2022, Accenture released a new research report called: End-to-Endless Customer Service.

The research surveyed 2,030 service leaders, 13,327 B2C customers and 3,248 B2B customers across 133 countries and 14 different industries. It sought to understand how businesses view customer service and how many use service delivery as an opportunity to create value for both customers and companies.

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Tags: Customer Experience

8 Customer-Experience-Related Predictions For 2022
Import from
December 15, 2021
Eight customer experience (CX) trend predictions for 2022 plus some commentary.

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Tags: CRM, Customer Experience, Customer Loyalty

How To Put Empathy Into Action In Your Customer Experience
Import from
December 02, 2021
Customers want to engage with brands that can deliver more empathetic experiences. That's easy to say and much harder to deliver. A new book, Empathy in Action, shows how with the right culture, leadership, technology and structure we can achieve that.

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Tags: CRM, Customer Experience, Customer Loyalty

3 Books
Punk XL
December 06, 2021
Punk CX was published in 2019 and explored what a punk rock version of customer experience (CX) could look and feel like.

However, a lot has happened since then.

It's no longer sufficient to talk about customer experience in isolation. To succeed, we need to think about experience holistically, especially if we are to deliver the outcomes and reach the heights we aspire to.

Punk XL, where XL stands for eXperience Leadership, seeks to explore what it means and takes to deliver a great experience at different levels (individual, team, organisation, customer and beyond).

Like its predecessor Punk CX, it will be composed of a series of short and punchy "tracks" organised loosely around a series of concentric rings or dimensions that will explore what eXperience Leadership means at that particular level.

To add richness, perspective and depth, it features contributions from a number of different experience "artists" from around the world.

PUNK XL features contributions from: Ari Weinzweig, Serena Riley, Lara Khouri, Richard Hammond, Amy Scott, Sandra Thompson, Paul Greenberg, Joyce Kim, Karen Jaw-Madson, Martin Lucas, Sandra De Zoysa and Clare Muscutt.

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Tags: Customer Experience, Customer Loyalty, Leadership

Punk CX
May 16, 2019
Emerging in the 1970s, prog rock was often accused of being overly technical, too elaborate, not focused on its audience and often in danger of disappearing up it’s own a***.

One could argue that the service and experience space is starting to exhibit some of the same characteristics namely it’s in danger of becoming overly technical, benchmarked, frameworked, measured, codified, certified, specialized and functionalized etc etc.

Punk exploded out of the back of prog rock with it’s democratic, DIY, back to basics approach that inspired both a cultural and musical movement and change in mindset. It dared to be different and was OK with the fact that not everyone liked that.

So, is it time to consider what a punk rock version of CX would look and feel like, particularly given that many reports suggest that around 70% of customer experience projects fail to deliver on their promises? If so, what would that look and feel like?

Adrian Swinscoe in his new book ‘Punk CX', tackles some of these questions and shares some key insights and practical takeaways that will allow you harness your inner punk and transform your own customer experience.

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Tags: Business Strategy, Culture, Customer Experience

How to Wow: 68 Effortless Ways to Make Every Customer Experience Amazing
April 04, 2016
Looking to improve your customer experience? These 68 strategies will show you how to stand out from your competitors, whatever your business.

Full of practical tips, inspiring insights and interviews with a wide range of leaders and entrepreneurs, How to Wow reveals all you need to deliver a world-class customer experience. Covering both the customer and business side of the equation, you’ll learn how to attract new customers, design a leading customer experience and quickly resolve a wide range of problems, plus much more.

Don’t let your business fall behind, look inside and take your customer experience to the next level.

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Tags: CRM, Customer Experience, Customer Loyalty

1 Podcast
Punk CX podcast
January 03, 2011
Exploring customer experience.

The podcast has been running since Jan 2011 and is available on iTunes, Spotify, Google Podcasts, Amazon Music, Acast, Stitcher and other major podcast platforms.

The podcast interviews (I’ve done over 400 of them now) also get written up with extended highlights on my blog (

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Tags: CRM, Customer Experience, Customer Loyalty

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Adrian Swinscoe