Laura Shrimpling | Founder
Wayfinding CXi

Laura Shrimpling is the founder of Wayfinding CXi, an independent customer experience and insight advisory specialising in travel and aviation. With nearly 20 years’ experience across customer insight, CX and travel, Laura has spent much of her career working with complex customer data to understand not simply what is happening across the customer experience, but why and what organisations should do about it.   Through Wayfinding CXi, she helps travel businesses move beyond headline metrics and dashboards to diagnose what is shaping the customer experience, understand the impact on trust and behaviour, and identify where action should be prioritised.