‘TAP London’ is renamed ‘TAP CXM’

The refreshed trading name comes with the launch of a new office in the US.

After eight successful years operating from the British capital, we are renaming ‘TAP London’ to ‘TAP CXM’ (Customer Experience Management). This transformation coincides with an expanded international investor base and the launch of a new North American business, based in New York, to extend our services globally.

Our solutions have been well recognised in the US market having already built a sterling reputation for implementing CXM systems within the UK and Europe and sustaining a growth rate above 50% for the past seven years. In the last three, we have been able to attract major US clients who buy into our niche expertise and value the knowledge transfer into their own teams. With a great opportunity for growth and having worked alongside brands such as Allianz, giffgaff and Sony, the renaming substantiates our organic presence and plans to grow more overseas.

Of the new name, Co-Founder of TAP CXM Andrew Haines said: “As we ramp up our existing services within North America, it seems the perfect time to better reflect TAP’s offering with a simple name refresh. TAP CXM represents what we stand for as a business, supporting clients in all aspects of Customer Experience Management through the adoption and implementation of technology, and continuing to deliver expert consultancy services globally.”

We originally launched TAP London – now TAP CXM – to help brands with their customer experience tools including consultation, implementation, strategy – whilst also operating and running the outcome. Although we are Adobe Experience Cloud partners, we also operate Apteco, Braze, Marketo and many other customer experience tools.

Research has shown that the demand for these services in the states are at an all-time high. In the past 12 months ‘adobe experience cloud’ has had an average of 2.4K Google searches in the US, more than any other country in the world. This also included Adobe’s services, ‘adobe experience manager’ (7.9K) and ‘adobe target’ (2.3K). In addition to this, the uncertainty of the last two years means customer focus has increased, meaning brands are raising the bar on CX.

To facilitate this demand and work with more high profile clients, we will open our US office in Brooklyn on 10 February 2022.

The expansion across North America will be led by Paul Skinner, who joins as an investor and will serve as the Managing Director of TAP CXM in the US. Alongside being a resident of New York City for over 20 years, Skinner is a technology leader with over 30 years’ experience in data management, marketing technology and personalisation – meaning he was the natural choice to lead the launch expansion. His career started with the British Royal Navy, then IBM, however the last 30 years has focused on CRM and Data Management with executive roles at Omnicom, Acxiom IQVIA and Merkle as well as founding his own business, Comet Global Consulting.

Thomas Fordham, Co-founder of TAP CXM comments: “Paul boasts an impressive track record working with clients to develop, operate and manage successful customer experience programs. His intimate knowledge of the US business landscape will be a tremendous asset to our Brooklyn operations. We’re excited to have him on board”.

Paul Skinner, Managing Director of TAP CXM in the US said: “I’m very excited to be investing in this team and orchestrating this move for TAP CXM. Expanding to the US has been on the cards for some time given that some of our biggest clients operate in multiple time zones. Our ambition is to offer a more global reach and to clients who value the Tap CXM specialized boutique company experience. Therefore, launching our North American business and opening an office in Brooklyn, New York means we can continue to provide the great service we’re known for in multiple international markets.”