Bringing the voice of your customers into your boardroom and working practices

  • We don’t just offer theoretical solutions; we also advise on the practicalities of how multi-channel changes should be implemented to boost customer experience and engagement.

Hands-on, passionate experts


We are a team of senior marketing experts who solve customer conundrums in strategic, yet very practical ways. We understand the ins and outs of the real business world. Over the years, we’ve turned around many struggling organisations, by realigning them to the needs of all their customers. We don’t just offer theoretical solutions; we also advise on the practicalities of how multi-channel changes should be implemented to boost customer engagement and experience.

At RBL’s helm is Elaine Lee - with vast hands-on agency and client experience and a can-do attitude. Elaine is passionate about unearthing all customers’ needs, attitudes and emotions, and then using this valuable insight to help businesses serve them better. While theory underpins her expertise, her practical approach is valued most. She is an industry mover and shaker when it comes to understanding vulnerable customers and her determination to improve outcomes for customers in vulnerable circumstances comes from her own lived experiences of moments of vulnerability.

Elaine is also a trustee of an international NGO and chairs two of their international boards. Before RBL, Elaine worked client-side and has recently completed a three-and-a-half-year stint as Head of Customer Acquisition for a client. Her knowledge comes from hands-on and lived experience.

Passionate about best-practice, Elaine was an active member of the DMA’s Contact Centre and Telemarketing Council before chairing it (2010-2012), she is a serving member of the DMA’s Governance Committee and co-chaired the DMA’s Vulnerable Consumers Working Group. She is a member of the Institute of Fundraising, a board member for TPS Limited and was a member of the now disbanded FRSB’s Advisory Forum.

Reynolds Busby Lee is also a member of the UK Contact Centre Forum (UK CCF) forum for call and contact centre professionals based in the UK.

  • “I was very impressed with the way RBL quickly got to grips with the issue at hand and developed actionable solutions.”
    Ian Grant - Managing Director, Encyclopaedia Britannica

  • “I worked with Elaine and the RBL team for almost eight years and have always found them to be experts in their field and a pleasure to work with. Their commitment to our business was second to none and I wouldn’t hesitate to recommend the services of RBL – a team who understand customers and customer experience better than anyone else I’ve ever worked with."
    Tazio Gagliardi, Managing Director, Donald Russell (Jan 2015 - Mar 2020)

  • “Working with RBL was incredibly beneficial. They were able to respond to our needs very quickly, with a meticulous and considered approach. We were delighted to see our results improve with their involvement.”
    Andrea Jones, Head of Direct Marketing, Sense

  • Elaine Lee is the best in the business! I worked with her on a multi-pronged fundraising project for our organization and her attention to the elaborate and detailed schedule ensured our transition between phases went beautifully. She was generous with her time and always available to solve issues, no matter how big or small. I hope to work with Ms. Lee again and would highly recommend her to anyone. Her outstanding expertise will ensure success for their fundraising programs as well.
    Heather Foote, Direct Marketing Specialist, The Humane Society USA

  • "I have always found Elaine and her team very knowledgeable and professional. RBL care deeply about donors receiving the very best donor care and they have always helped us with useful and actionable feedback. We have worked with RBL for many years and are looking forward to continuing our partnership with them."
    Shona Barnes, Campaigns Manager, Médecins Sans Frontières

  • "Elaine has the innate ability to listen to issues and play back in a way that helped us to see them from a different perspective and see opportunities we may not have considered. Crucially, Elaine also helped us to articulate and develop a clear customer services strategy to elevate the customer experience, making the process engaging, insightful and one that was ultimately approved with ease at board level.

    Elaine’s approach is always calm, professional, with tenacity and enthusiasm and often injected with a welcome dose of humour! I would highly recommend Elaine to anyone who needs help to understand their current state of play and to develop an effective strategy and implementation approach that supports the future direction of the business!"
    Mark Mainstone, Technology & Business Services Director, Folio Society

  • "I have worked with Elaine for many years on a diverse range of projects including selecting a telephone agency that became a long-term partner, carrying out an audit of our supporter recruitment campaigns and identifying areas for improvements to supporting us through the development of a new campaign. Elaine is a wise and trusted advisor who could always be relied on to ask the key questions to get us to the root of the issue."
    Louise Gibson, RAF Benevolent Fund

NOTE! This site uses cookies and similar technologies.

Our website uses COOKIES to help improve your experience. READ MORE or ACCEPT ALL and move on.


Here we explain what cookies are, how we use them and informs you of your choices.

What are cookies?

Cookies are small pieces of text sent by your web browser by a website you visit. A cookie file is stored in your web browser and allows the service or a third-party to recognise you and make your next visit easier and the service more useful to you.

How we use cookies

When you use and access our website a number of cookie files are placed in your web browser. We use these cookies to enable website functionality and to gain insights into your preferences to the services we provide such as to store your preferences to enable advertisements delivery including behavioural advertising.

We use a combination of cookies such as session and persistent. We also use essential cookies to authenticate users to prevent fraudulent use of our website.

For the full disclosure of the types of cookies we use please click here

More information about cookies

If you would like more information regarding cookies please click here to visit the ICO (Information Commissioner’s Office) website.