AI, CX and transformation leadership · B2B, B2C and B2B2C
Customer first.
Commercially proven.
I’m Tim MacIvor. I lead AI, customer experience and transformation programmes from the customer journey outwards: finding where customers and colleagues feel the friction, fixing it with the right mix of AI, process, data and product, and staying until the change is used every day and the value shows up in the numbers.
The problem
Most AI programmes start in the wrong place
They start with the technology. The value is in the journey: the moments where a customer waits, repeats themselves or gives up, and where colleagues work around the systems to help them.
Technology first
Pilots chosen because a tool was available, not because a customer or colleague was struggling. Impressive demos, little in daily use.
Value lost in the handoffs
The worst friction sits between functions: sales and service, stores and digital, partner and end customer. Nobody owns the whole journey, so AI gets bolted onto one piece of it.
No way to prove it
No baseline, no owner, no agreed measure. A year later nobody can say whether it paid back, so the next investment is a harder conversation.
Journey-led, in every model
The journey changes. The discipline doesn’t.
B2C
Many customers, emotion in the moment
High volume and little patience. Value comes from resolving needs with less effort: simpler journeys, self-service that works, and AI that answers, explains and guides without making the customer repeat themselves.
B2B
Fewer, bigger, more complex relationships
Accounts, contracts and orders with many moving parts. Value comes from removing the admin between a request and a confident answer: cleaner processes and data, and AI that drafts quotes, checks orders and flags exceptions.
B2B2C
Two customers in one journey
You serve a partner and the customer they serve. Value comes when both sides get better: clear ownership across the chain, shared visibility, and tools that let partners answer their own customers.
Selected results
Measured, and reported with Finance
£6.5m
additional annual revenue
Food services, 600+ sites: AI-powered pricing insight put into operation
25 → 200+
regular Copilot users
Food services: adoption grown from a core of superusers
$11m
annualised savings
Enterprise software: platforms and teams consolidated after an acquisition
77% → 91%
digital self-service
PE-backed travel technology, with £4.5m of operating cost removed
£21m
incremental digital revenue
Fashion retail: app-first, personalisation and urgency initiatives
+12 pts
NPS in six months
Regulated insurance: an enterprise customer experience discipline built
How I work
Discover, design, deliver
Understand reality first. Create shared clarity second. Add structure, and AI, only where it improves the outcome. Every change gets one outcome, one baseline and one owner.
1 · Discover
See it for yourself
Use the product, watch customers and colleagues, and map the whole system from the front line to the back office.
2 · Design
Agree one direction
Agree what good looks like, make the trade-offs and choose the right mix of process, data, product and AI.
3 · Deliver
Make it stick and pay back
Build capability as we go, measure adoption and value with Finance, and adjust when the evidence changes.
How I help
Ways to work together
Interim leadership
AI, CX and transformation leadership, in seat
From AI Transformation Lead to Customer Experience Director: accountable for the roadmap, delivery coordination and benefits tracking.
AI · Fixed scope
AI and customer journey diagnostic, and proof sprints
Where AI can remove friction from your most important journeys, what it’s worth, and one priority use case proven in daily use.
Recovery · Fixed scope
Customer experience and programme recovery
When journeys have fragmented or a programme has stalled: one direction, clear ownership and value you can measure.
Insights
Latest thinking
Fix the journey, not the department
Most customer experience problems sit between the teams that own everything else. Five moves to fix them.
Read →Start with the journey, not the model
The best AI use cases aren’t found in a workshop. They’re found standing next to a customer or a colleague.
Read →Scale AI too early and you automate the wrong thing faster
Why trust and repeatability come before scale, and the signs you’re about to skip them.
Read →Have a journey worth fixing? Let’s talk.
A 30-minute conversation about where you are, where the friction is and whether I’m the right person to help.