Pleased to meet you: Laurence Buchanan

19 apr 2021

EY VODW is part of an international movement. Professionals from EY who are passionate about the future and want to help shape it. You can find us worldwide and we are united under the flag of EY Design and Engineering. In this new section we introduce you to some of our colleagues from our collective. With 5 questions, 4 dilemmas. That is all it takes to get to know someone. Never mind past experiences and skills. For that we kindly refer you to LinkedIn. Choices speak louder than endorsements. So do tell Laurence Buchanan: Greta or Angela?

polaroid laurence

Question - How would you describe your personal brand in 10 words or less?
“Family, purpose, health, teaming, fun and of course CX, Innovation & Digital Transformation!”

Dilemma - Knowledge-driven or relationship-driven?
“Relationships. I tend to put a lot of effort into building long term relationships, based on trust.”

Question - What is your current state of mind?
“It’s been a long lockdown in the UK, but hey, spring is in the air, the vaccine program seems to be working, the market is booming… I’m optimistic right now!”

Dilemma - Elon Musk or Richard Branson?
Actually I admire both!”

Question - What business are you transforming at the moment?
“At the moment we are running a global customer service transformation at IKEA. The pandemic has accelerated 5 years of e-commerce adoption which has put huge pressure on their supply chain and customer service.”

Dilemma - Work for life or retire early?
“I will work in some form for life, I get bored too quicky to retire early.”

Question - Which valuable learning in business transformation would you like to share?
“Personally, I always start with “Why”… If that is not clear the transformation won’t go anywhere. I also love to use the customer’s outside-in perspective (as-is and to-be) as that’s impossible to argue with! CX is such a powerful tool to drive end to end transformational change.”

Dilemma - Greta or Angela?
“Greta! Not many have created so much impact in their first 18 years.”

And last but not least: what is a guilty pleasure of yours?
“Salted caramel ice cream.”

Want to know more about Laurence and EY Seren? Visit EY Seren.


EY VODW maakt deel uit van het internationale EY design and engineering network. Voor meer informatie:

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