Who we are
We turn complex customer intelligence into decisions that shape direction
Wayfinding CXi is a specialist customer strategy consultancy focused on travel and aviation. We help organisations make sense of fragmented customer insight, operational data and behavioural signals so leaders can act with confidence.
Travel experiences are inherently vulnerable. Customers are away from home, dependent on interconnected systems and often under time pressure. In these conditions trust can be easily shaken, and small inconsistencies can have a disproportionate impact on confidence and loyalty.
Wayfinding CXi helps organisations identify where that trust is at risk and act before loyalty quietly declines.
Founded by Laura Shrimpling
Over the past decade Laura has worked alongside major airlines where customer insight competes with operational pressure, revenue targets and restructuring cycles. Laura understands what it takes to represent the customer voice when commercial urgency dominates the agenda.
Earlier in her career she spent eight years in a global travel research business, studying passenger behaviour across more than 120 airports in 70 countries. That experience shaped a practical understanding of how decisions are made in real travel environments.
Across years working with travel organisations, it became clear, customer experience rarely fails in isolation. Trust shifts as responsibility moves between teams, partners and phases of the journey. The Travel Trust Equation was developed to make those transfer points visible and actionable.
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