60 Seconds with Avril Anderson

Tell us about your role and your organisation.
At Conscious CX, I partner with purpose-driven businesses to craft customer experiences and services designed to create meaningful and positive interactions between your business and its customers, with an emphasis on building long-term relationships that are not only profitable but rooted in purpose and creating a positive impact on the wider world.

Give us a brief overview of your career journey so far.
I graduated with first class honours in Marketing from Ulster University in 2008 and after a year travelling (2008 wasn't a great year for graduates entering the job market!) I started my corporate marketing career.

Following a career in sales and marketing across a range of industries from sportswear to SaaS, I took up a part-time role with the professional body for HR and launched my marketing consultancy. In 2019 added a coaching and mentoring brand to the portfolio and in 2023 I opened the doors to Conscious CX - a customer experience consultancy for purpose-driven brands.

Over the years, I've had the privilege of working with countless  businesses that are on a mission to do amazing things, businesses that aim to leave the world better than they found it.

Yet, there's a recurring challenge that I've seen the majority of businesses I have worked with encounter - the gap between intention and impact. Many of these businesses had a profound purpose, a clear vision, and a dedication to making the world a better place.

But when it came to executing their plans and delivering exceptional experiences, they often hit roadblocks. Their services weren't streamlined, their customer journeys were fragmented, and they struggled to communicate their value to their clients effectively.

It wasn't a lack of passion, commitment, or even innovative ideas; it was often the absence of a structured approach to customer experience and service design and delivery.

Driving positive change in your business and the world, one customer experience at a time.
This disconnect became the catalyst for launching Conscious CX. I realised that to truly amplify their impact, purpose-driven businesses needed more than just purpose and passion - they need a structured framework for designing, delivering, and measuring their customer experiences.

Describe yourself in 3 words.
Empathetic, Authentic and Determined

What is one skill that helps you most in your role?
Ability to quickly identify a bottleneck!

What advice do you have for women in your sector/industry/type of role?
"Daily Question I ask myself: What can I do today to leave this world better than I found it?
Daily Mantra: “My mission in life is not merely to survive, but to thrive; and to do so with some passion, some compassion, some humor, and some style.”
— Maya Angelou"

Are there any exciting plans in the year ahead in your organisation that you can share with us?
Yes, alongside our consultancy services we are currently developing on our public workshop series, for businesses seeking support with implementing or transforming their customer experience strategy.

Who has been your biggest career inspiration and why?
Brene Brown - she was talking about shame and vulnerability before they were 'hot topics' - she really is my inspiration for showing up and staying true to what I believe in, the work I am here to do and who I am in this world - even, if at first, people do not see the importance or profound impact it has.

If you had to pick your soundtrack song to get you through the working day, what would it be?
Alicia Keys - Girl on Fire

What's your favourite break-time snack?
Manomasa Manchego And Olive Tortilla Chips dipped in Hummus (yes, it's very specific, I know 😂)

How can you fellow WIB members keep up to date with you and your organisation?
Stay up to date or get in touch with  Avril and  Conscious CX on
-Instagram
-LinkedIn 
Find out more about Conscious CX on their Website and Subscribe to Conscious CX newsletter on LinkedIN