My Experience

James Scutt (XMP)

CHIEF CCUSTOMER OFFICER

I am a senior customer experience leader with a career built on transforming how large, complex organisations understand, serve and retain their customers.

My experience spans customer experience strategy, enterprise transformation, customer intelligence, advocacy and commercial growth, bringing together the customer, operational and organisational levers required to make experience a genuine competitive advantage.

Qualtrics

Director of Customer Learning & Advocacy

March 2025 – Present

Qualtrics is the global leader in experience management software, working with more than 20,000 organisations worldwide.

I lead a team of ten across three customer-facing programmes, with full accountability for the strategy and budget of the function. My focus is simple: connect what customers learn, say and share to commercial growth.

CUSTOMER-LED GROWTH & COMMERCIAL IMPACT

The customer advocacy programme was fragmented and disconnected from growth. I rebuilt it from the ground up. Legacy tools were retired, a single Salesforce-connected ecosystem was put in place, and customer evidence was linked directly to sales and marketing outcomes. The programme now delivers $59m in revenue growth and $40k in annual cost savings, with a doubled influenced pipeline and triple the membership.

OPERATING MODEL

I designed and built a complete operating model from scratch. It has three layers: governance, the interface with the wider business, and four specialist delivery engines. The result is a properly governed, commercially aligned function that joins learning, advocacy and engagement into one system.

AI & CUSTOMER ENABLEMENT

I repositioned Qualtrics Learn from a static content library into a structured, AI-powered enablement ecosystem. It has improved product adoption and certification rates across enterprise accounts globally.

GLOBAL ENGAGEMENT

I built and scaled a global in-person programme for senior experience leaders. It runs from flagship international conferences, including X4 and Experience Live, through to local regional events.

XM Institute

Principal Experience Management Catalyst

April 2022 – March 2025

The XM Institute is Qualtrics' global research and thought leadership arm.

This was my advisory and thought leadership chapter. I advised global enterprise organisations on customer and employee experience strategy, and helped them link those programmes to wider business goals.

ENTERPRISE ADVISORY

I worked alongside Bruce Temkin with some of the world's largest organisations, connecting experience strategy to commercial and cultural change. I also launched and chaired a Global Advisory Council, which lifted platform engagement across member organisations by 8%.

EXECUTIVE CAPABILITY

I built a repeatable executive training model, covering empathy-based leadership, agility and experience transformation. More than 2,000 professionals worldwide have used it, with a 95% satisfaction rating.

THOUGHT LEADERSHIP & SPEAKING

I published research and frameworks that shaped industry practice and modernised how customer-facing teams operate. I delivered keynotes across three continents, including in the USA, Mumbai, Milan, Munich, Amsterdam, Berlin, Stockholm and London.

Post Office Ltd

Head of Customer Experience Strategy & Deployment

September 2017 – April 2022

I led the national customer experience strategy across a complex estate of 11,500 branches, serving more than ten million customers every week.

STRATEGY

I diagnosed where performance was falling short and rebuilt the KPI framework. I then set out a five-year strategy and future-state model for the branch network, turning a long-term vision into a practical roadmap. It secured Board approval and investment.

TRANSFORMATION

I ran the transformation programme that followed. It embedded insight-led decision making, continuous improvement and behaviour change across a national network. I also launched the CX University capability programme, which improved Customer Effort Score by 7% in its first year.

CULTURE

I sponsored the "Be You" Disability Confidence Group, driving change around inclusion, mental health and wellbeing across a workforce spread right across the country.

RESULTS

Earlier Post Office experience

Seventeen years of progression, from account management to enterprise strategy.

Earlier career

Retail operations, commercial management and, before that, a kitchen.

Board, advisory & judging

Speaking enquiries → · Recognition & press →

Professional development