Sally Alington, founder and CEO of Ethos Farm, has been crowned the CX Leader of the Year at the UK Customer Experience Awards 2024. Starting her career as a customer service host at Heathrow Airport, Sally’s belief in the power of people in delivering exceptional customer experiences has shaped her journey.
After rising through the ranks to become managing director of a previous company, she launched Ethos Farm in 2017, focusing on CX solutions across sectors like airports, airlines, retail, and rail.
“I think people love to talk to people, and I think this reward shows the value of that human connection. If you can do that, you’ll get the best results.
If you put people at the centre of what you do and train them, reward them, and you recognise their worth, they’ll deliver that customer experience,” said Sally after receiving the award.
Despite the pandemic disrupting the industry just three years into the company’s operations, Sally’s leadership helped Ethos Farm adapt and grow. Her team’s CX training programmes were adopted by Airports Council International (ACI) and implemented at over 50 airports globally. Ethos Farm also succeeded in winning key CX transformation projects, competing against major firms like KPMG and Deloitte.