The art and science of innovating the customer experience – Alex Hunter, Former Global Head of Digital, VIRGIN GROUP

INNOVATE THIS 2024 Unwrapped – Keynote speaker – Alex Hunter, Former Global Head of Digital, VIRGIN GROUP

Alex Hunter showcased the power of brand storytelling and emotional connection in building lasting customer loyalty – setting the tone for the two days of INNOVATE THIS 2024, with key messages from his address referenced repeatedly during presentations, stage discussions, and networking conversations.

Drawing on his experience of helping some of the world’s biggest brands to bring ‘WOW’ to their marketing and drive customer retention, Alex illustrated how insurers can forge stronger, more human connections with customers by crafting narratives that resonate on a personal level. He challenged attending organisations to think beyond functionality and instead consider the emotional footprint they leave.

Alex emphasised that in a saturated market, emotional loyalty is what truly sets brands apart. Recounting examples from his time at Virgin and beyond, Alex illustrated how companies that lead with authenticity, consistency, and a clear sense of purpose create meaningful, long-term relationships with customers. To build such emotional capital, Alex encouraged companies to embrace their quirks and lean into their uniqueness.

Alex emphasised that in a saturated market, it’s a brand’s ability to build emotional loyalty that truly sets it apart. Recounting examples from his time at Virgin and beyond, he illustrated how companies that lead with authenticity, consistency, and a clear sense of purpose are able to create meaningful, long-term relationships with customers.

The talk also highlighted how great customer experience stems from the accumulation of small, thoughtful touches – ‘micro-moments’ of delight – that, together, create something memorable and unique for each individual. Alex emphasised that every interaction, no matter how small, is a chance to build trust, connection, and emotional resonance.

Ultimately, the message is clear: in a world where products can be copied and prices undercut, the brands that win are those that make people feel something.