Currys on Customer Experience and Risky Credit | Dean Kramer

Dean Kramer, Chief Services Officer at Currys, on the customer experience that builds loyalty over years, not one sale. Why saying no to risky credit protects customers, and why AI should make colleagues better.

Currys Group recurring services revenue rose 7% to £873m in FY 2025/26, and flexpay credit reached 23.7% of Currys UK&I sales. Dean explains why the business still turns down higher-risk lending, how loyalty works when customers buy big-ticket items only every few years, and why the right solution starts with how the customer will use the product. He also covers the B2B push (revenue up 20% in UK&I, with 70 Business Hubs across 296 UK&I stores), why most small firms want a better consumer offer, and where AI in retail belongs: behind colleagues, not in place of them.

For leaders working on customer experience, customer service and consumer credit, including buy now pay later (BNPL).

Chapters 00:00 Cold open 00:12 Introduction 00:47 Services turn a sale into a relationship 02:24 Loyalty is won or lost at every touch point 04:06 Know the customer before you sell the solution 06:25 Trust starts before the first conversation 08:43 Saying no to risky credit protects the customer 11:05 Small firms want a better consumer offer 14:26 AI should make colleagues better, not replace them 17:20 Wrap

Sources: Currys plc, FY 2025/26 results (RNS), 2 July 2026; Currys plc press release, 10 new Business Hubs, 17 July 2026.

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