Vinay Parmar

Vinay Parmar

Former Chief Customer Experience Officer National Express

National Express plc is on a mission to become the world’s premier shared mobility operator and customer experience is key to achieving this bold ambition. As the Chief Customer Experience Officer for the UK businesses Vinay is responsible for driving the Customer Agenda and developing the overarching Customer Experience Strategy across all products and services which include coach travel, urban buses and business to business contract hire. In his 8 years with National Express as a senior exec Vinay has been key to digital and customer transformation leading the customer service teams, digital product development and innovation. Prior to joining National Express, Vinay spent over the last 23 years working in and providing consultancy to leading brands in the Financial Services, Telecom, Automotive and Travel sectors seeking to rapidly improve customer experience.

Conference Day One - Tuesday 25th November

4:10 PM FINDING YOUR NORTH STAR: MAKING PERSONALISATION STRATEGIES TRULY EFFECTIVE

Personalisation often falls short because the conversation is fragmented. Customer experience teams, marketers, commercial leaders, and technologists each play a critical role yet too often, they operate in silos.
Personalisation isn’t just about sending a birthday voucher or launching a campaign. It’s about aligning strategy across functions: CX provides insights into customer behaviours and feelings, marketing delivers relevant and timely experiences, commercial teams focus on retention and revenue growth, and technology makes it all possible. Without a shared vision, efforts remain tactical rather than strategic.
In this session, Vinay Parmar will explore why many personalisation initiatives fail and how organisations can unite behind a clear “north star”. Discover how to build a cohesive culture where personalisation moves beyond surface-level gestures and creates lasting customer loyalty.
Key Takeaways:
1. Why personalisation efforts often fail without a shared vision across CX, marketing, commercial, and technology teams.
2. How to define and align around a “north star” that makes personalisation strategies deliberate, consistent, and effective.
3. Practical ways to create a collaborative, customer-centric culture that drives both loyalty and commercial results.

Check out the incredible speaker line-up to see who will be joining Vinay.

Download The Latest Agenda