Ashley Schofield

…CMO then CEO at giffgaff, a business conceived 12 years ago with the aim of seeing whether a mobile network inspired by social media and digital collaboration could create value in new and better ways for a segment of the market. The approach has been very human, with a different set of beliefs about customers creating a sense of ownership born out of mutuality – members helping other members and so saving on the costs of service, their commitment to the company leading to members finding new ones by word of mouth, saving yet more. The mutual principles are central to the way the business is run with member consultation on even the trickiest issues such as price rises. They underpin what is still a successful growth story and at the end of 2021 giffgaff had 3.7m customers and revenue of over £500m.

Read his Pioneer interview here