Guest Speaker James Scutt Inspires ULMS Students with Insights on Experiential Marketing
The University of Liverpool Management School (ULMS) welcomed James Scutt, Principal XM Catalyst at Qualtrics XM Institute, as a guest speaker for master’s students on the Experiential Marketing (ULMS890) and Business to Consumer and Business to Business Relationship Marketing (ULMS872) modules on Tuesday 27 February 2025.
James, a renowned Experience Management (XM) expert and former CX Leader of the Year shared his expertise on experiential marketing, offering valuable insights into customer experience strategy and transformation.
Drawing from his extensive career across Government, Retail, Financial Services, and Hospitality industries, he provided students with real-world examples of how businesses can create meaningful and impactful customer experiences.
Prior to his role at Qualtrics, James led customer experience strategy and deployment at the UK Post Office, overseeing CX transformation across Europe’s largest retail network.
His background as an award-winning chef has also shaped his human-centric approach to experience management, emphasizing the importance of emotional connections in business.
Students engaged in a dynamic discussion, gaining first-hand knowledge from one of Europe’s leading XM professionals.
His talk reinforced the significance of experiential marketing in today’s competitive landscape, aligning with ULMS’s commitment to providing industry-leading insights to its students.
Dr Chris Raddats, Experiential Marketing module leader, said: “It was great to have James come onto campus to give a talk to the School’s postgraduate marketing students about the latest trends in both customer and employee experiences. The information that James shared added to the module’s coverage of both offline and online experiences and showed students how these new technologies could revolutionise marketing in the future.”