The Institute of Customer Service makes senior customer insight hire

9th May 2016

The Institute of Customer Service has today announced the appointment of Dr Tom Wormald to head up a new Customer Insight division. 

He has been appointed to develop a new service to help organisations respond to and capitalise on the ‘information revolution’ through better auditing of the information available to them about their customers and marketplace. This will involve analysis of different sources such as market and employee research, customer and market data and social media. The division will also offer strategic guidance enabling organisations to bring all this information together to better meet rapidly evolving customer priorities and demands. 

Tom joins the Institute from research company, ICM Unlimited, where in his role as Director of Future Insights he led high profile projects for clients including Aviva, Argos, the BBC and Vodafone. During his time at ICM, he established several research products and services, including online research communities, facial coding (reading people’s emotions using webcams), passive metering (collecting data on people’s online behaviour from their different devices) and a range of tools that helped customers give ‘in the moment’ feedback on products or services they used. 

Previously, Tom was a civil servant at the Central Office of Information, where he established a team helping government departments engage and consult the public on new policy covering topics ranging from nuclear power to children’s playgrounds.

He also holds a PhD in Social Anthropology, which led him to Hungary to write his doctorate about the role of technological change in shaping public attitudes in Hungary as part of the country joining the European Union.

Jo Causon, CEO of the Institute of Customer Service, says: “The economy may be growing but there is a real sense that UK plc is at a crossroads, poised to enter a new era of challenge, uncertainty and complexity.  

“With 79 percent of the UK’s GDP coming from services and over 70 percent of the workforce employed in customer related roles, there is a real opportunity for the UK to lead on customer service excellence, and for organisations to enjoy the tangible business benefits it brings.

“Organisations need to get better at turning information into action to remain competitive and realise the benefits of delivering excellent customer service. Tom’s experience and his proven track record of working with businesses to use innovation and insight to drive results make him an ideal addition to the organisation.  His expertise will help members and non-members develop a coherent and sustainable customer service strategy no matter which stage of the customer journey they are at.” 

Tom Wormald adds: “I’m really pleased to be joining the Institute at this point in its exciting journey. I look forward to working with a range of organisations – members and non-members alike - to help them deliver amazing customer experiences and improve business performance through better application of data and research.” 

The new division will run alongside, and complimentary to, the Institute's research team which produces 
thought leadership, benchmarking and customer insight reports.


Notes to editors

For further information please contact: 

Helen Glover

E: [email protected]

: 0207 260 2698

About The Institute of Customer Service

The Institute of Customer Service is the professional body for customer service delivering tangible benefit to organisations and individuals so that our customers can improve their customers’ experience and their own business performance.  The Institute is a membership body with a community of over 500 organisational members – from the private, public and third sectors – and over 4,000 individual memberships.  For more information about the Institute of Customer Service go to 

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