Welcome to Empathyce; the empathetic Customer Experience consultancy and CX training company

Here to support you and your teams develop and manage a compelling Customer Experience programme. We give added structure and clarity to the thinking and planning so your teams can get on with the doing.

Fronted by recognised CX practitioner Jerry Angrave CCXP, a former inhouse senior Customer Experience professional, we take a proven yet adaptable approach. The aim is to help you create CX programmes that are strategically aligned, powerfully engaging and commercially accountable.

Feel free to get in touch with Jerry to discuss any aspect of CX. We’ll help find the starting point, build the momentum and make it part of the culture.

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

Thanks Jerry – the Customer Journey Mapping workshop you ran for all the airlines was brilliant – so much value here for any airline wanting to look at their customer experience – the feedback we’ve had has been brilliant. Thanks again!

Nicholas Key – Chief Executive, 15below

Excellent, thank you Jerry that was great, I’ll recommend this activity for my colleagues from other teams

Yonatan Dubinsky – Microsoft

Customer Experience & Passenger Experience

CX Consultancy, training and professional development

Being the one who is charged with embedding a more customer-centric culture isn’t easy. It takes bags of resilience and a whole heap of perseverance especially when it comes to demonstrating the value of CX to others.

But, the rewards in personal pride and commercial success are worth it. So if I can help set the vision, give structure and momentum to your planning and secure buy-in from the most sceptical of stakeholders, do get it touch. Here are some of the ways I could support you:

Customer Experience Programme Management

Sprints, workshops and ongoing support to help you earn the right to your customers’ loyalty and advocacy

CX Culture & Strategy  | CX Maturity Assessments  |  Effective Journey Mapping    |    Align experiences to brand promises    |    Voice of the Customer & Employee   |   Measurement   |   Cross-functional CX support    |   Employee Experience & CX Training    |    Employee Engagement    |    Organisational design

“Genuine expertise, empathetically imparted by someone like Jerry, should automatically be part of the way we do business”

Paul Gilbert, Chief Executive, LBC WiseCounsel

Customer Experience Training 

Workshops, keynotes and engagement sessions

Whether it’s 15 minutes at your team meeting, a day-long strategic retreat or three days of immersion in CX – tailored sessions to involve and engage your teams and colleagues. They will understand how Customer Experience works, why it’s important, best (and worst) practices and how they can contribute themselves.

Customer Experience and Accessibility

Improving experiences for people with physical and/or hidden disabilities

Audits and Assessments    |   Empathy training for front-line teams    |   Empathetic and insightful Journey Mapping   |   Stakeholder engagement

I am a member of the Accessibility Advisory Group for London Heathrow Airport and have a son with a profound learning disability.

“Of course it’s the right thing to do but get it right and we get it right for everyone; that brings a significant commercial benefit too”

Andy Wright, CEO Accessible Travel

Customer Experience Professional Development

Workshops and coaching for leaders, CX practitioners and their teams

The leadership team’s role    |  How to map customer journeys  |  CCXP Exam Preparation    |   CX Competencies for CX professionals    |    CX Immersion for all employees

“This course should be mandatory for any company with customers”

Mary Doyle, Rocket Girl Coaching

Jerry has been fantastic to work along side providing great insight, expertise and guidance with a considered and kind approach. He hasn’t shied away from challenging us or let the frustrations of ‘CX in reality’ distract him from supporting our project deliverables. He has provided real value and left a well placed team ready to pick up the CX mantle following his coaching and guidance.

Kate Birtles, Customer Service Director, Biffa

Customer & Passenger Experience – strategy, programme management and CX awareness training

I share the passion for how a focus on Customer Experience leads to better commercial outcomes. If my team and I can help, we’d love to learn how you want things to be different and why.

Whether it’s through journey mapping or a CX maturity assessment, strategic planning or employee engagement, we’ll help understand how you fit into your customers’ lives, what you need to do differently and how to make that happen.

We know customers’ needs, fears, expectations and priorities 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 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, 2024 speaking and chairing roles at Passenger Experience events include

World Passenger Experience Forum

12-13 February 2024


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Passenger Terminal Conference & Expo

16-18 April 2024


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World Passenger Festival

25-26 June 2024


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World Aviation Festival

8-10 October 2024


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Here are a few of the brands I’ve had the pleasure to work with in support of their Customer Experience ambitions

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)

Just wanted to drop you a note to say thank you so much for all your support and coaching – I couldn’t have passed without you!!!

Danni Mitchell, Rant & Rave (on becoming a CCXP)

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)

Video – in conversation with Ian Golding CCXP on engaging Customer Experience programmes

Case study feature:

Airport Passenger Experience

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.

airport experience journey mapping

Case study:

Airline and Airport Disruption Management

Most of the time, flights are on time and suffer little disruption. However, when schedules do get hit, passengers’ expectations of how the airline and airport teams will help them are sky-high. This 3-day workshop with Hawaiian Airlines and in conjunction with global communication specialists 15below, sought to understand their guests’ perspective, listen to what colleagues had to say and journey map the experience. At the end of the workshops the airline had a roadmap of actions and a better appreciation of what it’s like at times of disruption for colleagues as well as guests.

Contact Jerry if you would like more information and a PDF of the case study.

Video – Customer Journey Mapping – an interview with Luan Wise

New book!

“How to” – Customer Journey Mapping

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.

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: