Vinay Parmar’s Post

It lit up purple...I thought I was in the FBI! That's where I found myself at 18, working in my local McDonald’s, way back before Apple Pay and apps took over. One busy Saturday, a customer handed me a £5 note. When I checked it under the UV light, it lit up bright purple—it was counterfeit. What came next stuck with me. Toby, my manager, stepped in, confirmed the note was fake, and the situation was resolved. But Toby didn’t just walk away. He turned to me, put his hand on my shoulder, and said, “Well done.” That simple moment changed my entire outlook. Until then, checking notes had felt routine, almost insignificant. But Toby’s recognition showed me the importance of the task. And it’s something I’ve carried with me ever since. Here’s the thing: when we take the time to show people what good looks like, we’re not just giving them a pat on the back. We’re showing them that their actions matter—that they’re making a difference. Have you shown your team what good looks like recently? #customerexperience #CustomerService #brandloyalty #marketing #Leadership #culture #EveryMomentMatters

This isn’t a ‘rage against the machine’ post. I love technology. When it works, it can transform customer experiences. But sometimes, like in the case of GHD's return process, it misses the mark. Firstly, let's clarify—I don't own hair straighteners... they’re my wife’s. She’s been a ghd fan for years. Recently, her trusty straighteners developed a fault, so she sent them back for a replacement. That part went smoothly, and she was all smiles. The new set? Shipped from Australia. All good so far. Now, after almost 25 years of marriage, I know this: never get between a girl and her hair straighteners. The box arrived, excitement in the air… she plugged them in. Seconds later, we went from smiles to frowns. Same fault. She’s more patient than I am, so she called GHD—only to be greeted by a message saying the phone lines were down and to use the website. On the website? Options like email, live chat, and WhatsApp. We tried live chat and met 'Becki the bot', who seemed to only answer questions that fit into her pre-approved categories. Then came the email form, which had no option for complaints or feedback—just things like "New order" or "Delivery." Nothing for 'other' or 'problem'. As I shared earlier this week at a digital conference: It's not what the tech is, it’s what the tech does. Technology should make the customer experience better, not leave us more frustrated. Have you ever had a similar experience with customer service technology? Every moment matters.

What starts with a D and ends with an E? I asked this question during my keynote earlier this week at the Big Apprentice Meet Up in Birmingham—and you won’t believe the answer I got! The core of my message? I shared some key principles on building loyalty and trust, which apply not just to customers but to every relationship we nurture. It’s not just about the experiences we create for external customers—it’s about every interaction, whether with colleagues, stakeholders, or anyone we encounter. Every conversation leaves an impression, a customer experience of 'you'. Every moment matters. Check out some of the highlights from the session—how are you making your interactions memorable? #customerexperience #customerloyalty #relationships #branding #marketing #customerservice Multicultural Apprenticeship & Skills Alliance Association of Apprentices

Yesterday, I had the privilege of speaking at the Big Apprentice Meet Up in Birmingham, hosted by BT Group. Over 100 apprentices, all at different stages of their journey, filled the room with energy and ambition. As keynote speaker, my role was to inspire. But truth be told, I walked away feeling inspired myself. Their stories were remarkable—testaments to resilience, passion, and determination. Great work by the Multicultural Apprenticeship & Skills Alliance and the Association of Apprentices for championing these brilliant young people. I shared some of my 'vinsights' about loyalty and strong relationships—usually reserved for businesses—but this time, we talked about how those same principles can guide personal branding and career success. Jagdeep Soor FIEP Jenny Pelling Irsa Hussain Umayr Tanveer Sophia Ibrahim Sophie Poduval-Morrell Rachel Kayes

💡 Ever thought about how digital interactions shape the memories we create with brands? From ordering a cab to managing finances online, it's not the tech itself that wows us—it's how it makes us feel. By 2024, 85% of customer interactions will happen without human touch, according to Gartner. But here’s the catch: while digital is taking over, the emotional impact still drives our decisions, our recommendations, and our loyalty. It’s not just about deploying the right tech. It's about how every digital touchpoint can turn a simple transaction into a memorable experience. When we get that right, we leave a lasting impression—because every moment matters. How are you ensuring your digital interactions create memories worth remembering? 👇 Let’s talk. #customerexperience #digitaltransformation #customerloyalty #brand #marketing

Great session from Paul Peet and Gabriel Garcia. Let this one sink in. The digital industry is responsible for about 4% of global emissions. That’s more than the aviation industry. 340% rise in data centre loads since 2015. 600% increase in internet traffic but 50% down to bots! Just one conversation in ChatGPT uses 500ml of water. How are you considering the environmental impact of your digital strategy?

I’m hosting Digital Experience Live in London today. Digital is deeply woven into our lives now. Smartphones and apps are our gateway to almost everything we do daily. I’m a self-confessed tech lover—a bit of a magpie when it comes to shiny new gadgets. But here’s the thing: tech should serve to make the experience better. It’s not about what the tech is, but what it does. The real key? Ensuring the customer is at the heart of your design and thinking. Because while the digital shift is here to stay, it’s all about making the experience so seamless and memorable that customers come back, bring their friends, and recommend you. In the end, it’s about making those experiences memorable—for all the right reasons. #customerexperience #customerloyalty #digitaltransformation #branding #marketing

Who holds the real power in defining a brand today: the company or the consumer? When Lionel Messi made the unexpected move from Paris St-Germain—one of Europe’s top football clubs—to the struggling Inter Miami in the MLS, millions of fans almost instantly left PSG’s social media and followed Messi to Miami. This “Messi Effect” goes beyond football; it’s a powerful reminder that the rules of brand loyalty are changing. In a recent conversation with someone from a global sportswear company, we discussed how, just a decade ago, consumers were loyal to the brand first and the athlete second. The brand held most of the control. But the balance has shifted. Athletes now have massive followings on social media, their own media channels, and direct connections with fans. They’re shaping their own narratives, often bypassing the ‘big’ brand altogether. When Messi moved, it wasn’t just about football—his personal brand carried incredible influence. This shift in power isn’t new. Fifteen years ago, singer Dave Carroll was travelling on United Airlines when they broke his $3,500 guitar and poorly handled his complaint. In response, he penned a song about his experience and posted it on YouTube. Within four weeks of the song's release, United’s stock price fell by 10%, costing shareholders around $180 million. (https://lnkd.in/enE4mQSe) How is this relevant to your business? The power of your brand is no longer defined solely in the boardroom—it’s in the stories your customers share. No matter how carefully crafted your mission statement is, your brand’s true identity is shaped by their experiences and the stories they tell to their networks. You might not have customers with Messi-level followings who can take millions of followers with them when they switch brands, or Dave Carroll-level creativity to impact your stock price, but you have hundreds, if not thousands, of customers who can amplify their voices through their own circles of influence. Social platforms give them instant access to thousands of people. Customer influence over brand perception is growing more powerful, so it’s critical that every interaction consistently delivers the best experience possible. Every Moment Matters. What do you think about power shift from the brand to the consumer? I’d love to hear your perspective. #customerexperience #customerloyalty #brand #marketing #leadership

Have you heard of the festival of Navratri? Navratri, a vibrant Hindu festival, is celebrated by millions across the world over nine nights and ten days. It honours Goddess Durga, who embodies strength, resilience, and compassion. For those, who observe it, Navratri is more than a festival—it’s a journey of personal reflection and growth. And as I’ve experienced it over the years, Navratri’s principles hold timeless lessons for life and self-development. Here’s how: Focus and Versatility: Each day of Navratri celebrates a different aspect of Goddess Durga, teaching us that life, too, requires us to embrace different roles. Whether it’s as a parent, friend, or professional, adaptability is key. We’re constantly evolving, balancing life’s demands with our personal aspirations. Character and Integrity: Navratri is a celebration of good triumphing over evil. It’s a reminder that integrity isn’t just a moral choice—it’s a path to peace and authenticity. In our own lives, leading with honesty and kindness builds trust and brings fulfilment, long after the moment has passed. Resilience Through Ritual: Observing Navratri involves discipline, self-reflection, and inner strength. Similarly, life’s challenges call for resilience. Every setback is an opportunity to grow stronger, to learn, and to emerge with greater clarity and purpose. The Power of Community In my role as a trustee at my local Mandir (temple), I’ve witnessed how community is at the heart of Navratri. Life is no different—we thrive when we support each other, share wisdom, and celebrate each other’s wins. Personal growth is amplified when it’s shared and celebrated with others. Diversity as a Source of Strength Navratri embraces diverse rituals and practices, each one adding depth to the experience. In our own lives, acknowledging and embracing our unique qualities and those of others can lead to profound personal growth. Every individual has a story, and learning from each other makes our own lives richer. Adaptability and Flow Goddess Durga takes on many forms to face different challenges, reminding us of the importance of adaptability. Embracing change with a positive mindset helps us face life’s transitions with grace, understanding that growth often happens outside of our comfort zones. Let Go and Move Forward. Navratri is a time of renewal and fresh starts, encouraging us to let go of what no longer serves us and step into new possibilities. In life, it’s essential to recognise when it’s time to close one chapter and begin another—embracing the opportunities that come with each new beginning. Do you draw inspiration from cultural or spiritual practices in your life? #PersonalGrowth #Navratri #LifeLessons #Spirituality #Resilience #Community #NewBeginnings #EveryMomentMatters

Ever been in a relationship where you ask, “Is everything okay?” and the response is, “Yes,” but you can tell something’s off? Humans are complex beings, shaped by different experiences and emotions. Yet, we often rely on simple tools like NPS and surveys to understand something as intricate as customer loyalty. Understanding if someone is satisfied or likely to recommend is interesting, but what’s more valuable is seeing how they act. I’ve been with Jem for almost 25 years, and even now, I still misread the room despite my best efforts. So, how do we truly understand our customers? We need to stop focusing solely on what they say and start paying more attention to what they do. In most organisations, CX and marketing are often kept separate, even though both play crucial roles in shaping customer perceptions and loyalty. Marketing has long embraced behavioural science to influence decisions, yet CX often lags behind. Is it time to rethink this? What if marketing, branding, and CX worked together as one 'attraction and loyalty' team, with a more holistic view of customer behaviour? Are we missing a trick by keeping them apart? #customerexperience #customerloyalty #brand #marketing #strategy