Born into retailing, Martin Butler knows what it takes to succeed when it comes to the modern customer. As an entrepreneur, a marketer, and more recently author, lecturer and high-end consultant, he has worked with many world-famous names and spoken to thousands in conferences, business schools and masterclasses including the recent World Retail Congress.
During a 30 year career dedicated to understanding the modern customer he has worked in top international agencies and became one of London's youngest advertising agency owners by launching his own company in the 1980’s. He now dedicates his time to writing and speaking around the world with engagements at conferences and events covering all aspects of winning the war for the modern customer.
An expert on the modern customer with a specialism in world-class retail, his latest book IT’S NOT ABOUT US, IT’S ALL ABOUT THEM explores why so many leaders talk of the need to put customers at the heart of an organisation but few actually do! Unpacking precisely what it takes to walk the talk to the point of customer obsession.
Martin speaks passionately about how organisations must engage technology to reach out and wrap their customers rather than pull in and process them. His speaking engagements are packed with anecdotes, case studies and examples to simplify and explain how the key drivers of ‘choice and influence’ impact us all, consciously and sub-consciously. He often talks about how success in the future will be defined by the cost and consequence of not reading the writing on the wall!