Sentio-B was founded by Jo Boswell in May 2018 to help organisations design and deliver strategies to improve their customer experience. Jo previously enjoyed a career with British Airways spanning 27 years where she held a number of senior leadership roles within the commercial and customer experience functions, culminating in Head of Customer Value Management. She was the driving force behind the airline’s ‘Know Me’ initiative, a successful transformation programme that embedded personalisation into the customer experience and service strategy. Jo now draws on her practical experience to provide 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 develop a customer mindset and drive customer experience improvements; and she supports them in leading the cultural change needed to transform the customer experience and unlock business value.