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Alan Williams coaches service sector organizations, internationally and in the UK to deliver inspiring service for competitive advantage. He created the 31 Practices concept and approach. With more than 20 years of senior leadership experience in customer service based businesses, Williams has a track record of success in devising holistic SERVICEBRAND strategies and then using deep operational experience to turn the creative thinking into sustainable, practical reality. He is a Fellow of the Institute of Hospitality, a Board member of the British Quality Foundation, a past President of the Meetings Industry Association and a Steering Group member of the recently formed UK Values Alliance.