Charles Kirk is an Account Director at MaritzCX, and has been a CX professional for a quarter of a century. He started his career in small generalist agencies that gave him a great grounding in research methods and customer behaviour. His first love is the automotive sector, which he has worked in for the past 15 years. Charles is interested in customers’ motivations and behaviour and the challenges which manufacturers, importers and dealers face in attracting and keeping their customers. He is a member of the Market Research Society and the Customer Experience Professionals Association.