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About Investor in Customers

Helping you be remarkable

Since our conception in 2006, we have grown to be one of the UK's leading customer experience consultancies. Our business model is designed to help companies like yours harness the power of improved customer experience - both inside and outside the organisation.

Today, IIC is trusted by a wealth of SMEs, blue chip companies, and consumer brands to deliver insight into their customer's experiences. We also work internationally, with clients in Australia, Turkey, Germany and Belgium, and more on the horizon.


Meet the team

The company is headed by Tony Barritt, Managing Director. Tony has more than 30-years' experience in marketing and business development, holding senior roles at a number of companies including Video Arts and Business Link as well as running his own consultancy business.
His experience extends to developing and implementing business strategy and change, starting businesses and taking them to exit; completing a management buyout; rebranding and developing successful new products; marketing campaigns and distribution networks.
More recently, Tony has been working with a number of IIC's clients to help them to attract and retain more customers and to deliver a competitive advantage through delivering an exceptional customer experience. He is a Certified Net Promoter Associate with experience of developing and implementing NP solutions in a variety of organisations.

Sharon Clapp, Head of Customer Experience. Sharon has worked with IIC since 2011, starting as Marketing Manager, before being promoted to her current role in 2015. Sharon heads up both the marketing and assessment teams, along with assisting Tony in the day to day running of the business.
Much of her previous career has been spent in the travel industry before moving into Marketing.
John Moret took over as Non-executive Chairman of IIC in 2010. He had been on the board since 2007 following his first dealings with the company when, as Sales & Marketing Director at Suffolk Life, he was responsible for placing the first order for an IIC assessment in 2006. He was so impressed with the extent and usefulness of the feedback that he invested in the company and has continued to make further investments.
These days he is semi-retired but runs his own business consultancy MoretoSIPPs. He is non-executive chair of an advisory business Intelligent Pensions. He also chairs The Pensions Network - a forum for senior pension professionals to meet and discuss topical pensions and savings issues. He is a member of the TISA Retirement Policy Council
David Lee is Non-executive Director of IIC. David has a strong background in financial services and brings a wealth of SME board experience to IIC. David set up the financial services product rating firm Defaqto and was instrumental in the success and industry wide acceptance of its five star rating. David also has a background in data management and data handling system development. His current business interests include a financial well-being website for those approaching age 55 to enable them to make better decisions about their income in later late and an online due diligence resource for investment managers
Lisa Kruger, Customer Service Executive. Lisa has been with IIC since 2015, having joined the company initially on a part time basis, and then taking on a permanent role in 2016.Her primary function encompasses interacting with the Client Designated Lead in ensuring that Client Assessments are taken through the complete lifecycle – from requirements, to implementation, to Live to close.Lisa brings over 25 years customer-centric experience to IIC – initially in IT, and subsequently in Retail.
Kirsty Walden. Data Analyst and Customer Service Executive. Kirsty has been with IIC since the start of 2016. As well as assisting the rest of the team with customer queries and relationships, she analyses the assessment data upon survey completion and prepares feedback and recommendations for our customers. Prior to IIC, Kirsty has always worked closely with customers and finds it fascinating analysing what customers, across a broad range of fields, truly think and have to say.

Our vision

As a customer-orientated business, it only stands to reason that we put our clients at the heart of our business vision. Our aim is simple - we plan to become the UK's leading customer experience assessment company and to build a business that is admired and respected by our clients and their customers. We aim to ensure that the IIC logo is seen as mark of quality, dedication and execution in delivering a remarkable customer experience.

What to expect

When you work with us, you can expect us to be:

  • Responsive - we'll work to your timescales and will deliver on time and on spec.
  • Honest - we consider every client to have the potential to have a long-standing relationship with us. That's why you'll get honesty and straight-talking.
  • Dedicated - we'll work hard to help you achieve your goals. Because, when you achieve yours, we achieve ours.