Chris has over 16 years of expertise in driving change through innovation within the retail sector. With an analytics background, he seamlessly integrates data-driven decisions with a deep comprehension of customer experience, ensuring BT's transition to an all-IP platform prioritizes the customer. He commenced his professional journey at Marks & Spencer and Virgin Atlantic, later advancing to EE/BT. In his tenure at EE's Retail consumer division, he crafted a new conversational framework for over 5,000 personnel and oversaw the design of new store formats as well as customer journey-mapping across all retail stores and indirect partners. Most recently focused on helping people move from the old landline system to a new, more reliable digital service. Through working with local councils, charities, and care providers, ensures that all understand what’s changing and how to make the switch as easy as possible.