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Steven Walden
Customer Experience Management

I have 18 years  experience in customer experience : 5 years as a customer experience manager (CXM) and 13 years in consultancy.  As a CXM, my focus is on project management. Working agency and clientside. I have covered: strategy; journey mapping, employee training;  insights and research; UX research and writing; analyst writing and speaking. The projects I have engaged with have been cross-industry and interfaced with Directors of Marketing, CX, Insights, research, and operations. Client-side brands I have worked for include Entain (Ladbrokes, Coral), Ericsson, and Motor Insurers Bureau (insurance industry-wide); agency side I held senior roles in several CX boutiques.

Client-side CX Manager successes include:

  • working with the Global Head of Journey and Insights at Entain as a CX Manager on their Medallia platform implementation; text tree construction and roll-out; emotion topic tree building and regression modeling. This involved collaborating with customer services in inner loop developments and multiple global stakeholders in a large matrix organisation. 

  • working at Motor Insurers’ Bureau as a CX manager in a UX high-profile £15 million online portal build for the legal industry – Official Injury Claim. This involved collaborating with multiple teams, project managing customer research, UX writing, and – with the UX/UI/ Dev Ops team - integrating a customer focus into the Agile build.

  • working within Ericsson CX Centre of Excellence, project managing better measures of customer experience for field engineering e.g., through text analytics of wrap notes (IBM Presidion); associating MS mobile data platform improvements to changes to NPS; integration of social media with field MS platforms to improve customer centricity.  In addition, I trained engineers and global sales teams in NPS and CX as well as provided supporting collateral for them i.e., white papers and consultative sales approaches.


Agency-side CX Senior Consultant successes include:

  • helping Avios win the UK CX Awards for insights and cultural engagement using an insights-led approach to touchpoint metrics, charter, journey management and CX design. This led to a 30% uplift in campaign metrics.

  • being cited by Forrester for my advisory work with Maersk (charter design and roll-out with champions) and my design of the quali-quant emotion metric, Emotional Signature© which empirically delivered touchpoint management scorecards and associated workstreams; used by Baloise Insurance.

  • project manager for consulting and insights that delivered the CX Charter, Balanced Scorecard approach and CX design workstream identification for amongst others: Maersk, Zen Internet, Avios and Overbury 

  • helping to design and deliver bespoke CX executive courses with Cranfield Business School.


Prior to CX I worked for 12 years in research, analyst, and consulting firms.  In research I have qualitative and quantitative experience.  

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