Jo Boswell



Jo specialises in customer experience innovation and transformation, with particular expertise in harnessing data and technology along with achieving organisational change to become more customer centric.
She is a regular speaker at Accenture’s Innovation Academy and has lectured extensively on the subject including at the Institute of Direct Marketing and for University of Exeter’s MSc course in Data Science.
Jo previously enjoyed a career spanning 27 years at British Airways, where she held a number of senior leadership roles in the Customer Experience and Commercial functions, culminating in Head of Customer Value Management. She was the driving force behind a successful transformation programme embedding personalisation into the customer experience and service strategy.
As Director of Sentio-B, Jo provides advisory services on customer experience innovation as well as coaching development for senior customer experience leaders. She helps organisations work out how to use their customer data, insight and technology to drive customer experience improvements; and she supports them in leading the cultural change needed to transform the customer experience and unlock business value.