Lean Mean Marketing Teams with Ty Hayes

Discover how to create a high-performance marketing team by joining Ty Hayes as he interviews leading CMOs, authors and experts at the top of their game.


38. How to create a customer-centric culture and build organisational CX capability

PwC Partner and Experience Consulting Leader, Guy Parsonage shares his CX insights

Guy is based in Hong Kong, where he’s responsible for driving digital transformation and innovation with global brands in and out of greater China for PwC. Prior to PwC, Guy has a stellar agency background with brand experience and events agencies, and a CEO of a digital and CX agency that was acquired by PwC to help them establish their CX consulting operations in China. 

In today’s episode we have a deep dive into CX, discussing the following topics:

  • What it takes to shift a company culture from internal facing to customer centric;
  • How to build an organisation-wide CX capability and some tactics of how you implement this through changes to people, process and technology;
  • What role marketing and the CMO needs to play for CX;
  • The importance of linking the CX strategy to the business objectives; and
  • Some of the watch outs when building a customer-centric organisation and where to start. 

Whether you’re already on the CX journey or are yet to start, tune in to tap into Guy’s incredible experience in helping global brands transform to become more customer centric. 

Enjoy the show!


Contact Guy Parsonage

  • Find Guy on LinkedIn or via email and mention you heard him on the podcast. Find out more about PwC

Contact Growth Generators

  • Find out how Ty and Growth Generators can help you design and build a modern marketing team that drives growth using our 5-stage transformation framework. Follow or connect with Ty on LinkedIn.

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About the Show

In today’s fast paced world, your team is your ultimate competitive advantage. Join Ty each week to discover the dynamic team structures, agile practices, leadership and culture behind some of the world’s most successful brands and the teams driving their marketing. If you’re a marketer looking to enhance your leadership and boost your team’s capability, then this is your must-listen podcast.

Your Host – Ty Hayes

Ty is an award-winning former CMO turned business founder, who built and led the #1 marketing team in Australia (AMI Awards) and was ranked the #10 CMO in Australia (CMO50) whilst CMO for a global university. Ty now hosts this podcast and runs Growth Generators with the mission to help CMOs build modern marketing teams that drive growth.