Head of Group Listening Programs, Woolworths Group

Paul Bashford is an experienced retail and customer experience professional, with over 15 years’ experience in the UK and Australia. From a young age, Paul developed a passion and interest for food retail – which led him to study Business & Retail Management at the University of Surrey, England.

Following a period as a Retail Analyst and Consultant, Paul joined Sainsbury’s in the Customer Insight team, working in various roles before exploring commercial opportunities. Paul’s passion for customer behaviour and improving customer experiences led him back to Customer Insights and more recently into Customer Experience at Woolworths.

Paul is currently Head of Group Listening Programs, managing 50 Voice of Customer programs. He has built one of the largest and most comprehensive listening programs in Australia and has led many projects to improve NPS and customer satisfaction. He has recently taken responsibility for the Customer Experience Transformation team at Woolies and is looking forward to driving initiatives to further improve the experience for Woolworths customers.