Ali Lawrie

Ali Lawrie

Title: Head of Customer Experience

Company: AkzoNobel

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Transformation of a paint business


We embarked on a journey to completely transform how they operate to truly put the customer at the heart of what we do. We developed a clear Customer statement of intent, and then proceeded to build a programme to develop a deep understanding of the customer experience we were delivering, followed by a full employee engagement programme and improvement roadmap to deliver the desired customer experience. 


With more than 3,500 people in the UK and Ireland, AkzoNobel is a major employer and investor in innovation, research and development. The famous Dulux dog was introduced in 1961, and remains one of the UK’s most iconic brand mascots. In the UK we manufacture around 50 million litres of Dulux paint every year and with the launch of our newest manufacturing site in Ashington in September 2017, the world’s most advanced paint factory, we will double the UK capacity for decorative paint production. 

As well as paint manufacture, we are the third largest paint retailer in the UK, thanks to our network of 191 Dulux Decorator Centres. At our global Research and Development centres in Slough and Felling, we invest 40m annually in research and people to keep us at the cutting edge of paint and coatings technology.

This has been supported by established frameworks, methodologies and training which have been embedded into the business from top down to deliver a sustainable approach, alongside implementation of dedicated resource supported by cross functional champions to drive continuous improvement in CX. This programme has completely changed the way the business operates and has seen a number of improvements delivering fantastic results for both the customer and the business.

About the speaker

Ali is Head of Customer Experience at AkzoNobel (The makers of a number of famous decorating brands such as Dulux, Polycell and Hammerite) where she is responsible for defining and leading the AkzoNobel UK Customer Experience Strategy and Transformation Programme across the full end to end, multi channel experience within a B2B, B2C and B2B2C environment. 

This includes the Customer Experience transformation roadmap, end to end customer journey mapping and current state analysis diagnostic, prioritisation and future state redesign, Customer/Employee engagement and Voice of the Customer Programme.

She has many years’ experience in senior management positions leading customer service, field and operations teams prior to doing the role she does today. She became a Certified Customer Experience Professional by the CXPA in 2015, and over the last 3 years has taken AkzoNobel on a journey to embed Customer Experience into the hearts and minds of their employees and ways of working. She is massively passionate about Customer Experience and truly believes it to be the single biggest differentiator a brand or business can have.

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