Sham Aziz, head of customer experience at Gymshark, has spent his career working with some of the UK’s best-known retailers, including Selfridges, Net-a-Porter, and Matches. His journey in customer experience began at a North London call centre, where he was selected for NatWest’s Future Leaders Programme.
Aziz says this opportunity was a turning point in his career, as someone had seen potential in him that he hadn’t yet seen in himself. He was invested in and shown a path he hadn’t imagined, which led him to stay in customer experience because he enjoys figuring out why things don’t work and then fixing them.
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Aziz’s fascination with exceptional customer experience, particularly how putting things right when they’ve gone wrong can strengthen a customer’s loyalty, has driven his career choices. Growing up in a big family in 1980s Britain, with three brothers and three sisters, also shaped his work ethic, as his parents never sat him down to teach him about work ethic but instead lived it.