John Noctor is Chief Customer Success Officer at the Service Desk Institute (SDI), where he leads global customer engagement, consultancy, and service improvement programmes, helping organisations transform how they design, deliver, and continually improve their IT and support services. With more than 25 years’ experience in IT Service Management, John combines deep technical expertise with a strong passion for customer experience, service maturity, and real-world service excellence.

John’s career spans service desk leadership, enterprise tool implementation, large-scale service transformation, and global consultancy across both public and private sector organisations. He is widely recognised for his ability to bridge the gap between service management theory and practical delivery, helping organisations translate best practice into measurable outcomes that improve both performance and customer sentiment.

As one of the lead architects behind SDI’s Global Best Practice Standard for Service Desk Certification (SDC) Version 9, John plays a pivotal role in shaping the future direction of service management. He has been instrumental in embedding modern service disciplines such as Experience Management, Voice of the Customer, Digital Experience Mapping, Psychological Safety, and the integration of AI and automation into SDI’s global framework. His work helps organisations move beyond traditional service metrics to focus on delivering meaningful, human-centred service experiences that drive business value.

John works closely with organisations at every stage of their maturity journey, from those establishing service foundations to world-class operations striving for industry-leading performance. His approach focuses on accelerated maturity, enabling organisations to make sustainable improvements while balancing governance, performance, and experience outcomes. He is particularly passionate about helping leadership teams understand how service excellence can act as a strategic enabler for organisational success.

In his role at SDI, John is often the first point of engagement for organisations exploring Service Desk Certification or seeking consultancy support. Known for his straight-talking, collaborative style, he works in partnership with customers to understand their challenges, define clear improvement roadmaps, and deliver practical, achievable solutions that create long-term value.

Alongside his consultancy work, John is a regular industry speaker, thought leader, and content creator, contributing to the evolution of service management practices through articles, podcasts, conferences, and professional training. He is a strong advocate for blending human expertise with emerging technologies, believing that the future of service lies in combining intelligence, empathy, and innovation.

John’s professional philosophy centres on a simple principle: great services are built around people. By empowering teams, listening to customers, and fostering a culture of continual improvement, he helps organisations create services that are trusted, valued, and genuinely impactful.