Customer expert, author and consultant
“Retail is nothing without the people who, behind the scenes and on the front line, make the magic happen. The Retail Trust has fought for their hope, health and happiness for nearly two centuries, and I’m proud to act as an ambassador for an organisation so focused on this crucial work”
Peter Cross is a leading authority on serving customers in a changing world. Renowned as a champion and unflinching campaigner for world-class customer service, his belief in the value of service, both to business, the customer and our broader society, has fuelled a lifetime’s work, raising service standards across multiple sectors. After lengthy stints in the luxury and retail sectors, Peter joined forces with Mary Portas to build one of London’s foremost customer marketing and insight agencies. He then spent eight years in charge of customer experience at the John Lewis Partnership - renowned for going the extra mile for its customers. Peter is Vice President at the Institute of Customer Service and a Leader in Residence at the University of Leeds
Peter’s first book, published in September 2025, ‘Start with the Customer’ became an instant bestseller and was referred to by the Grocer magazine as the “essential text on customer experience”.
