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Sarah Simpson

Our board
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  • Non-executive director

Sarah is a customer experience expert who has used her infectious passion for creating great experiences to build customer-centric cultures within travel and leisure businesses over the past 16 years. She believes that every company should strive to create a world-class customer experience. Working within customer service and experience roles, she has helped brands better understand their customers, identified priorities for improvement and implemented change. She’s contributed to the success of well-known brands such as National Express, First Group and She is currently leading the customer experience team at Sky Betting and Gaming. The work of her teams has been recognised by industry accolades on many occasions from the National Customer Service Awards to Which?

Sarah is chair of the customer and communities influence network