Peter Cross
Peter Cross is an expert in customer behaviour and is vice-president of the Institute of Customer service (ICS). His new book, Start with the customer, a collaboration with ICS chief executive Jo Causon, has just been published.
Peter is an ambassador for industry charity The Retail Trust, and a former customer experience director of John Lewis and Waitrose. Altogether he spent nine years at the John Lewis Partnership, which he originally joined as communications director of John Lewis.
Before that, he was managing partner of retail and experience design agency Portas and held positions at businesses including Alfred Dunhill and LâOreal.
OpinionââThe customer may not always be right, but they must always winâ
No retailer ever deliberately puts the customer second, but some make brazen claims about customer-centricity that they fail to come good on. Starting with the customer means taking a few steps back from what youâre selling, argues customer experience expert and former John Lewis director Peter Cross