About Merge CX
We Help Organizations Live Their Brand — Not Just Talk About It
At MergeCX, we specialize in aligning what companies say they stand for… with how they actually operate.
We bridge the gap between brand, culture, and customer experience — turning your internal teams into brand advocates and your customer journey into a powerful differentiator.
We partner with purpose-driven organizations — especially in hospitality and financial services — to build brand ecosystems where every touchpoint tells the same story.
Because real brand power doesn’t come from campaigns.
It comes from consistency — across people, processes, and promises.
About Shayon Smith
Brand Alignment Consultant & Culture Strategist
Shayon Smith helps organizations bring their brand to life by aligning their internal culture, communication, and operations with the customer experience.
With a background in event management, corporate training, and brand development, Shayon has worked with global brands and leading organizations across energy, finance, and FMCG sectors. His career includes everything from managing high-profile events and leading team-building programs to developing strategies that expand brand reach and deepen customer trust.
What sets Shayon apart is his ability to spot the silent gaps between a brand’s promise and how it actually shows up — and then guide companies to close that gap with clarity, purpose, and consistency.
His work is rooted in a belief that brand alignment isn’t just a marketing goal — it’s an operational discipline. Through hands-on
facilitation and strategic insight, Shayon helps teams embody their brand values in every interaction.
Outside of his consultancy work, Shayon leads capoeira classes for adults and children, blending discipline and culture to empower the
next generation. He’s also a dedicated husband and father of three, bringing the same heart and intentionality to his home life as he does
About Colin Dickson
Brand & Service Experience Strategist
Colin Dickson brings over two decades of customer experience leadership to MergeCX, with deep roots in the hospitality and tourism industries. Having held senior roles at top-tier resorts and cruise lines, Colin specializes in developing frontline teams, refining service operations, and crafting guest experiences that stand out.
Trained in Forbes Travel Guide’s 2025 Hotel Standards and Gr een Globe Solutions’ sustainability frameworks, Colin brings a rare blend of service excellence and environmental consciousness to every engagement. His insights help clients deliver not just polished guest experiences — but ones that are ethical, sustainable, and built to last.
From optimizing service flows to leading transformative training sessions, Colin partners with organizations to create cultures where exceptional service isn’t a one-off — it’s standard practice.