Head of Customer Satisfaction
(Customer Experience Transformation | Customer-Facing Programmes)
Role Purpose:
The Head of Customer Satisfaction is accountable for material improvements in customer satisfaction, trust and post-purchase experience across The Fragrance Shop and PerScent.
This role leads customer-facing transformation programmes (including AI, automation and contact reduction), ensuring the business evolves how customers experience service — not just how contacts are handled.
Operating alongside the Operational Head of Customer Service, this role owns what changes and why, while delivery execution sits with operational teams.
Core Objectives
Deliver sustained improvement in NPS, CSAT, Trustpilot and sentiment*.
Lead a business-wide contact-reduction programme* focused on customer-facing fixes.
Implement AI, automation and self-serve solutions* that improve clarity, speed and satisfaction.
Improve post-purchase journeys* and moments that matter.
* Embed customer insight into business decision-making.
Key Responsibilities:
Customer Experience Strategy & Transformation
Own the customer satisfaction and CX transformation roadmap*, aligned to brand and growth priorities.
Lead priority customer-facing change programmes*, ensuring measurable impact.
* Partner with the CEO and SLT to ensure customer outcomes are built into strategic initiatives.
* Translate customer pain points into structured, funded programmes of work.
AI, Automation & Contact Reduction
Own the customer-facing AI and self-service strategy*, including:
- conversational AI
- intelligent routing
- guided workflows
- improved knowledge and self-help content
Lead and govern a contact-reduction programme*, addressing root causes across CRM, Digital, Retail, Operations and Fulfilment.
Ensure automation improves customer experience first*, not just cost efficiency.
Sponsor tooling and workflow improvements that increase First Contact Resolution* and reduce repeat contact.
Customer Journey & Post-Purchase Experience
Own and evolve the service-led post-purchase journey*, including:
- delivery issues and interventions
- order status transparency
- refunds and payment handling
- returns and exchanges
- complaints and escalations
Define and maintain customer-facing service policies*, compensation principles and fairness frameworks.
Improve clarity and consistency of FAQs, Help Centre, automated responses and support content*.
Champion a consistent CX tone of voice* across all service touchpoints.
Customer Communications & Reputation
* Own customer-facing service communications in partnership with CRM and Digital.
* Lead incident and disruption communications to minimise confusion and inbound contact.
Drive Trustpilot and online reputation improvement strategies*, moving from reactive to proactive.
* Ensure service messaging protects brand trust and customer confidence.
Insight, Data & Performance
Own customer satisfaction KPIs including NPS, CSAT, Trustpilot, FCR and contact-to-order ratio*.
* Use insight and root-cause analysis to identify experience gaps and prioritise fixes.
* Build clear reporting and dashboards to track transformation progress and impact.
* Identify emerging customer risks and experience opportunities early.
Cross-Functional Leadership
* Work closely with CRM, Digital, Operations, Fulfilment, Retail, Product and Finance to deliver customer-facing change.
Influence roadmap prioritisation by articulating customer and commercial impact*.
Act as the Voice of the Customer* in senior forums.
* Ensure alignment between customer satisfaction goals and commercial outcomes (loyalty, CLTV, repeat purchase).
Key Programmes & Deliverables
Business-wide contact-reduction programme*.
AI, automation and self-serve implementation*.
* Post-purchase journey redesign.
* Trustpilot and reputation uplift.
* Advanced customer insight and reporting.
* Scalable customer experience framework for growth and new propositions.
Ways of Working
* Programme-led, outcome-focused and insight-driven.
* Clear separation from day-to-day operational management.
* Strong partnership with the Operational Head of Customer Service.
* High accountability for results, not activity.
Success Measures
Sustained uplift in NPS, CSAT, Trustpilot and sentiment*.
* Reduction in avoidable and repeat contact.
* Increased AI and self-serve resolution rates.
* Improved post-purchase satisfaction and complaint outcomes.
* Faster delivery of customer-facing improvements.
* Strong senior confidence in customer insight and CX leadership.