(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:
o conversational AI
o guided workflows
o 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:
o delivery issues and interventions
o order status transparency
o refunds and payment handling
o returns and exchanges
o 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.
* 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.
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