BETTER EXPERIENCES. BETTER BUSINESS.
Welcome to Empathyce: helping to shape your approach to Customer Experience so it works harder for the commercial improvements and strategic outcomes you need.
Support includes: CX Programme design, CX Strategy and governance, journey mapping, insight and metrics, innovation
Sectors include: Aviation and travel – B2B and B2C – Professional Services – SaaS companies – Industrial – Pharmaceuticals
Jerry, it was great to have you join us as we continue our focus of serving our guests with Malama and Aloha. I appreciate the structure, insights and willingness to challenge our assumptions that you brought to the exercise. Mahalo!
Rob Sorensen – VP Marketing and eCommerce, Hawaiian Airlines
Led by recognised CX practitioner Jerry Angrave CCXP (pictured here), we help listen to what customers, employees and the data are saying. We help understand what is important and then guide your approach to building a Customer Experience programme that has momentum, strategic alignment and real, positive impact.
We work with airlines and airports, SaaS companies, professional services and other B2B organisations around the world. We would love to understand your work, your challenges and how you want things to be different. Here are some of the ways we help:
CX maturity assessments to find the starting point and understand the real culture
Set the CX strategy with a clear aim that everyone can get behind
Listen to understand what customers and colleagues really think
Have the data to measure what is most important to them and you
Build a CX roadmap of improvement actions and strategic considerations to sit alongside your existing programmes
Get everyone engaged, excited and involved in improving and innovating
Leadership support, cross-functional governance, organisational design and employee engagement
Step back, understand the customers’ – and employees’ – perspectives and uncover the evidence for a need to change
Spend time being a customer – digital user experience and physical walk-throughs
Include service recovery options at times of disruption, delays, refunds and complaints
Appreciate what customers are doing and why, what they are thinking and how they feel
Find the issues, data and gaps in each step of the customer’s journey
Help colleagues learn more about their business and their role in the customer’s journey
Sharing what Customer Experience is, how it works and why it’s important: education, engage and give confidence
Showing colleagues how they can contribute and take on a more customer-centric mindset
You choose – 15 minutes at your team meeting, a two-hour focused session at your annual event or a three-day immersion boot-camp
I regularly chair the Customer Experience sessions, moderate panels and present at global events such as the World Aviation Festival, Passenger Terminal World, the Dubai Airshow and customer events.
Engage with, and share perspectives of, people with physical, non-apparent and neuro-divergent conditions
Accessibility audits and assessments of built environments and digital estates
Empathy training for front-line teams
Map their journeys; how they cope, their needs, worries, hopes and expectations
(I have a son with a severe learning disability. I also chair the Accessibility Board at Virgin Atlantic and am a member of the accessibility advisory groups for London Heathrow and Bristol airports in the UK).
Coaching and mentoring for those leading and supporting the CX activity
Group workshops or one-to-one sessions
The reality of a CX professional’s role; what is not in the job description
How to… map customer journeys, write a CX strategy, engage stakeholders and prioritise actions along with other core competencies needed to drive a CX programme
Preparation for the CCXP assessment and exam
I share the passion for how a focus on Customer Experience leads to better outcomes – commercially, strategically and for employees as well as customers. If I can help, I’d love to learn how you want things to be different and why.
We know customers’ needs, fears, expectations and hopes are changing all the time. So too, perhaps, your business model, leadership team and strategic priorities. If you just need a sounding board or a more structured form of support to move your CX activity onwards and upwards please get in touch.
Better experiences, better business.
Jerry Angrave
Customer & Passenger Experience Director, Empathyce
+44 (0) 7917 718 072 | [email protected]
In the Aviation and Transport sectors, 2025 speaking and chairing roles at Customer Experience and Passenger Experience events include
Grounded by Plan3: Airline Leaders’ Summit
Passenger Disruption Management
9-10 September 2025
Reykjavik, Iceland
Thanks Jerry! It was great to have you and all your expertise with us – you’re awesome
Gemma Maidlow, Head of Product Solutions, 15below (airline communications)
Thank you Jerry, it was a great couple of days, lots of engagement, enthusiasm and fantastic ideas
Lisa Olsen, Commercial Director, Liverpool John Lennon Airport, UK
Jerry, when you tell it like it is you’re a less sweary version of Gordon Ramsay!
Debriefing an airport team on the reality of their Passenger Experience
Our experience of working with you couldn’t be any better. We really do appreciate all the work and effort you put into making the session as fun, informative and valuable as possible.
Rachel Besant, 15below (airline passenger communications)
l learnt a lot from Jerry, not just his expertise on customer experience but also how he makes the whole journey you have with him insightful and full of advice. I am grateful to him, one of the most empathetic persons I ever worked with.
Duong Nguyen, Vietnam (telecoms)
Case study and research:
Case study: A 3-day workshop with Hawaiian Airlines and global communication specialists 15below sought to understand their guests’ perspective and listen to what colleagues had to say. We mapped the customer journeys and then created a set of prioritised actions from the operational and process-driven, to the strategic and cultural.
Research: a study carried out to understand what passengers expect, fear, need and hope for at times of disruption. What would it take to have advocacy and satisfaction levels above those of a flight that left and arrived on time?
Contact Jerry if you would like the research or case study.
Case study feature:
A combination of customer journey mapping and terminal walk-throughs has helped airports prioritise what they should do next. And, it’s helped teams from all parts of the airport eco-systems understand more about what they do.
For more details click here.
New book!
Based on nearly 20 years of mapping customer journeys I’m excited to share what I’ve learned, what caught me out and what works. For anyone running their first journey mapping workshop the book has tools, tips and templates on preparing, facilitating and – crucially – how to get value from it afterwards.
For more details click here.
Video – making Customer Experience programmes engaging – in conversation with Ian Golding:
Video – making journey mapping effective, strategic and impactful – in conversation with Darren Wake of CustomerSure
Here’s how to get in touch for an informal chat:
Call me on +44 (0) 7917 718 072 – it’s my phone, you’ll get me I promise!
Send an email to me at [email protected]
Find me on LinkedIn – search for Jerry Angrave
For more resources to support those working in Customer Experience roles, see the CXPA
For more information on the sunflower lanyard, helping to improve experiences of those with a disability:
