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How sports retailer Wiggle is championing customer love to create a base of loyal superfans

In this episode we spoke with Ed Deason, Head of Customer Experience at Wiggle Chain Reaction.

Ed spoke about how brands can start to move away from one off transactional relationships with their customers and start building deeper, more meaningful connections.

During our chat, Ed also discussed the difference between a repeat and loyal customer and shared some examples of campaigns he's run to turn more customers into fans.


About Ed

Ed is Head of CX for the UK's leading e-commerce cycling retailer, Wiggle Chain Reaction.


Before that, he was Global Head of CX for Pret a Manger and one of the workstream leads on the UK's first high street coffee subscription programme. He started his CX career in the travel industry, where loyalty, personalisation and customer emotion underpin everything you do.

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