Amanda Forshew
Amanda Davis

Amanda Davis

Senior Consultant

Named as one of the Top 10 female influencers in CX by Omoto, Amanda has been part of the CGA team since 2004, when the business comprised only three people. She has been closely associated with – and is the guardian of – Heartbeat®, CGA’s proprietary journey mapping solution, since it was released into the market.
Heartbeat® lets brands work out exactly what customers are feeling at various points along the customer journey, what they should be feeling, and how brands can become customer-centric.
Amanda has worked on, and led, some of CGA’s biggest and most successful projects, including Renault, Hyundai, and RDG.
A leading thinker in the CX space, Amanda is on the Advisory Board and Research Council of and is one of its top bloggers. She is hugely curious, always asking questions, and marries analysis and intuition to mount evidence-based challenges to the status quo to shift focus from products and services to customers.
Amanda has worked across the UK, the US, Saudi Arabia, China, South Korea, Australia and several European countries having begun her customer experience journey with various product manager roles at paper manufacturer Arjo Wiggins Appleton. This was followed by six years of classic FMCG brand marketing in the UK and internationally with household cleaner manufacturer, Reckitt Benckiser.
From 1998, Amanda transferred her brand expertise into the consulting sector within the Consumer & Retail Markets Practice at KPMG, specialising in organisational design, vision and strategy development, before moving back into mainstream marketing to become the Strategy Director at global marketing services company, Carlson Marketing, focusing on drinks, telecoms and entertainment.
Amanda has worked on an impressive array of blue-chip clients including Unilever, Nestle, PepsiCo and NTL and has worked in the automotive, transportation, financial services, retail, FMCG, leisure and B2B sectors.
She has an honours degree from the University of Bristol in French, Spanish and Economics and speaks conversational German.
When not working, she is a foodie who loves cooking and entertaining and loves keeping fit and spending time with her family and her dogs.

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