CMO Leadership with Ty Hayes

Dive into the insights and strategies of award-winning Chief Marketing Officer (CMO), Ty Hayes and leading CMO's and experts.


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

Are you striving to build a high-performance marketing team that accelerates growth for your organisation?

This podcast is designed specifically for marketing leaders seeking to optimise their team’s performance to drive unparalleled results.

Tune in to:

  • Unlock secrets from top CMO’s on how they’ve crafted dynamic marketing team structures and built modern capabilities
  • Discover agile marketing practices that can triple team productivity and slash time to market
  • Learn the leadership principles and strategies to drive change, create a high-performance team culture and boost staff engagement.
  • Gain insights from interviews with leadership experts and authors, and marketing leaders from accross all industries including Uber, ABC, Calendly and EY.

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.