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Great customer service is Andrew Cook's mission in life. In fact, it's more than a mission, it's an obsession. He believes that every customer who spends their hard-earned Dollars/Pounds/Euros/Rands/Yen should be treated in a way that is deserving of their time and money. He focuses on enhancing business processes to improve customer experience and ultimately bottom line profits.

Andrew is the CEO of Smoke Customer Care Solutions (South Africa) and part of the solutions team helping to take the company's voice of the customer technology - Eyerys - to all corners of the globe. His fervour for good service and making the world more customer centric propelled him from a promising career as a chartered accountant into a then-unknown industry of customer experience. He has never looked back. Through his work, he has learnt that customer experience is the most powerful differentiator in a world where products and prices are quickly becoming ubiquitous.

He is constantly amazed at the difference that great customer experience makes to customer retention, wallet share, and loyalty as well as to employee enthusiasm and satisfaction. It leaves him wondering why every company in the world does not have exceptional customer service as their number one priority.