EP3: The Secret to CX Superpower at a Global Scale
December 16, 2025
What if your global CX strategy could scale effortlessly, without ever overruling local teams? In this episode of The CX Equation, hosts Chantelle Casey and Mark Clydesdale welcome Rob Grierson, Head of Group CRM, Customer Analytics & Innovation at Specsavers, to explore how global teams can unify customer experience across 10+ markets without diluting local expertise. Rob shares practical frameworks for building a global CRM community, strengthening personal relationships across regions, and creating shared testing standards that inspire trust. He also breaks down Specsavers’ “steal with pride” culture, where teams confidently adopt proven tactics from other markets to accelerate impact. This conversation reveals how global scale, when combined with local autonomy, becomes a powerful CX advantage.
What if your global CX strategy could scale effortlessly, without ever overruling local teams? In this episode of The CX Equation, hosts Chantelle Casey and Mark Clydesdale welcome Rob Grierson, Head of Group CRM, Customer Analytics & Innovation at Specsavers, to explore how global teams can unify customer experience across 10+ markets without diluting local expertise. Rob shares practical frameworks for building a global CRM community, strengthening personal relationships across regions, and creating shared testing standards that inspire trust. He also breaks down Specsavers’ “steal with pride” culture, where teams confidently adopt proven tactics from other markets to accelerate impact. This conversation reveals how global scale, when combined with local autonomy, becomes a powerful CX advantage.
What You’ll Learn:
- How to map the universal customer journey across diverse markets
- Why personal relationships matter more than processes in global CX alignment
- The "Steal with Pride" Framework for scaling regional wins
- How to build a testing framework that gives regions confidence to share results
- Why global leaders must continuously realign with shifting local priorities
- How to foster organic community participation without top-down mandates
Rob Grierson is Head of Group CRM, Customer Analytics & Innovation, Customer Analytics, and Innovation at Specsavers, where he has spent more than two decades shaping customer engagement strategies across one of the world's most recognisable retail healthcare brands. With a background spanning location analytics, CRM, and digital transformation, Rob has built globally unified frameworks that enable local market autonomy and innovation. His work fostering cross-regional collaboration and establishing best practices in testing and email deliverability has positioned Specsavers' CRM function as a gold standard within the organisation
Mark Clydesdale is the Head of Strategic Consulting at Tap CXM and a customer-obsessed marketing strategist who turns messy data and competing P&Ls into clear, scalable personalisation. He’s best known for championing relevance and bringing a strategic perspective on the importance of relevance in personalisation. Having worked across sectors from telco and banking to retail and media, Mark bridges the gap between customer insight, decisioning, and real-world execution.
Chantelle Casey is a Senior Solutions Consultant at Tap CXM and a marketing operations and MarTech leader who builds the plumbing that makes personalisation work at scale. She specialises in unified customer views, decisioning, and “next-best-everything” logic. Currently, her focus is on supporting clients in transforming their business to best, optimising their customer experience, improving their agility, and developing better ways of working that are insight-driven and customer-focused.