In a heavily commoditised sector, former Alfred Dunhill and Orange marketer Julian Diment led the roll out of a multimillion-pound programme to improve customer experience for Carphone Warehouse. This was driven by market research, asking potential shoppers how they used their phones and using this to help sales assistants find the best phone and tariff. The retailer was so pleased with the reaction it invested a further £10m in the programme. After the merger with Dixons Retail that formed Dixons Carphone, Diment became joint CMO alongside Gary Booker, and has now moved on to the company’s Connected World Services division, partnering with US telecoms network Sprint to open 500 Sprint-branded stores across America.