Having worked in various roles at Marks and Spencer in Aberdeen for nine years, Jonathan joined independent furniture retailer Gillies of Broughty Ferry as a store manager in 2013, and rose through the ranks to become its first customer experience (CX) manager in 2022. He has since helped implement a new, customer-first approach throughout the business, while undertaking a Professional Diploma in Customer Experience with The CX Academy. Last year, he was named Culture Champion of the Year in the CX Leaders Awards, and ranked 11th globally for Top CX Professionals in CXM Stars 2024 (CX Magazine).
How might a child describe what you do?
Making sure customers are looked after properly.
What’s the biggest long-term challenge you face?
My current project is the formalisation of our company culture, values and associated behaviours expected by all employees. I hosted 10 workshops with all 200 employees, to facilitate and directly engage those individuals who will bring the Gillies culture to life.
A proposal will be presented to the board of directors for their ultimate approval, and then communicated comprehensively. My challenge will be embedding this culture in every area of business, and ensuring it is maintained for the long term.
If you had 10 x your working budget, what would you spend it on?
Staff recognition/rewards for individuals that exemplify the company’s culture, values and associated behaviours. I believe most companies fail to communicate to employees what the organisation stands for, and are unable to build a community where employees feel valued, trusted and motivated.
What would be the title of your autobiography?
‘Running towards customer and employee satisfaction – understanding the journey and elements required to succeed.’
What does ‘work/life balance’ mean to you?
To me, this represent working my contracted hours and being reasonably compensated for my efforts, and not being required to work extra hours for no additional pay. Non-contracted time is meant for quality time away from work for personal pursuits and spending time with family/friends. There should be clearly defined lines of separation.
Who’s been your most influential professional mentor?
I’ve had no direct professional mentor, but I have watched many talks by Simon Sinek, who provides excellent insights into leadership and business practices.
What advice would you give your younger self?
Do not be afraid to fail or make a mistake – be bold and ambitious with your pursuits, and try new things. As Albert Einstein said, “A person who never made a mistake, never tried anything new.”
What’s been your best day in business to date?
Being named Culture Champion of the Year in the CX Leaders Awards 2024, and globally ranked 11th for Top CX Professionals in CXM Stars 2024 (CX Magazine).
What’s the biggest myth about our industry?
That salespeople need to be aggressive and dogged in their approach. Unfortunately, certain retailers encourage their staff to jump on customers immediately, rather than simply greeting them and allowing them to browse the store. Quality sales staff know when a customer is interested in a product, and can then approach in a natural and helpful way.
What should everyone in our industry either stop or start doing?
Every company should start to pursue ‘Total Experience’ – customer, employee, user and digital. Customer and employee expectations have changed since Covid-19 and now demand an improved overall experience. Either companies embrace this change or their retention will suffer.
Where do you see the industry going in the next 5-10 years?
Retailers are going to have to make a concerted effort to improve the Total Experience provided to customers and employees. I believe customers are going to be less driven by product development, rather the quality of service/experience provided by retailers. CX will be/is the next battleground – those who exploit this area will have a competitive advantage.
Get in touch with Jonathan at www.linkedin.com/in/jonathancreese. This article featured in April's Furniture News.
