How AI is transforming customer experience in charities with Prostate Cancer UK

What does a truly customer-centred charity look like? Lou Lai is joined by David Amos-Reeves, Head of Customer Engagement and Experience at Prostate Cancer UK, to explore how charities can build stronger relationships with the people they support. They discuss moving away from traditional fundraising silos, using data to understand people more fully and applying AI in ways that improve experiences rather than create more distance. David also shares the research he carried out into psychological safety while working at the Woodland Trust. By comparing high and low-scoring teams, he found that leadership behaviour had a major impact on whether people felt safe enough to speak up, ask for help and challenge ideas. Other topics covered include: 00:00 Introducing David Amos-Reeves 01:17 From fundraising to customer experience 05:18 Customer engagement at Prostate Cancer UK 08:56 Designing around customer outcomes 11:18 Measuring loyalty and engagement 14:28 AI and charity customer experience 19:49 The hidden cost of automation 26:08 Building a voice of the customer programme 29:26 Moving from management into leadership 33:08 Team one versus team two 41:04 Rethinking feedback 46:44 Psychological safety in practice 54:26 Leading through change 58:54 Where charities should start Subscribe to Leaders with Purpose for more conversations about charity leadership, technology, customer experience and digital transformation. Spotify: https://open.spotify.com/show/78ASRJjPQjcijfeFxyiafX?si=41269ee0af1a468d Apple Podcasts: https://podcasts.apple.com/us/podcast/leaders-with-purpose/id1836126863 Amazon Music: https://music.amazon.co.uk/podcasts/ad0874f0-68de-4c21-a3e2-e08dfe71597a/leaders-with-purpose Connect with us: David Amos-Reeves: https://www.linkedin.com/in/davidreeves87/ Prostate Cancer UK: https://prostatecanceruk.org/ Lou Lai: https://www.linkedin.com/in/louise-lai-3958962a/ manifesto: https://manifesto.co.uk/