Following qualification from Liverpool University in 1989, Alison worked in practice for several years before pursuing a business career with Hills Pet Nutrition and MARS, where she discovered the passion for the customer experience that her award-winning company, Onswitch, is renowned for today. Established in 2001, Onswitch promotes customer-centred practice so pets, horses and livestock receive the best care; providing research, marketing, CPD and business consultancy with an effective, innovative, straight-talking and client-led approach. Alison is Associate Professor of Veterinary Business and a lecturer at The University of Nottingham Vet School, teaching Customer Understanding. She is published widely and regularly speaks at key international veterinary congresses and events.