A recent study found that 90 percent of respondents claimed that customer experience (CX) is a top strategic priority for their firm.
But a surprising 86 percent said they do not expect to get much return on investment from CX. Two culprits are at work:
Companies place too much emphasis on short-term revenue to define ROI, while ignoring the costs of processes that inhibit a customer's ease-of-doing-business.
Experiences that shape customer behavior are the result of numerous functional areas, not a silo such as service or marketing; companies often fail to provide continuity across a sequential flow of CX management practices, which is the silver bullet for optimal CX ROI.
20 years in customer experience leadership, guiding companies in cross-organizational engagement for CX innovation and improving marketing organization efficiency and effectiveness.
Managed customer experience improvement and marketing at Fortune 250 firms Sonoco (packaging) and Applied Materials (semiconductor); led 20-country task force to design Sonoco customer satisfaction methodology.
On a panel of 17 CX experts for the CXPA; one of ten featured columnists for CustomerThink; number six all-time author on CustomerThink.com.
Invited by IBM BigDataHub, SDL InsideCXM, SAP, MyCustomer, ClienteerHub, SearchCRM, CXPA, KCBS and others to contribute customer experience expertise.
Named to "Global Gurus: World's Top 30 Customer Experience Professionals;" SAP's "Top 60 Customer Experience Influencers;" Onanalytica's "Top 100 Influencers of Customer Experience & Big Data."
Customer Experience ROI Strategist
ClearAction is a "customer experience enablement" consulting firm. Enablement acts extensively on Voice of the Customer to earn customer engagement and ROI by weaving customer experience insights into culture and strategy, and by zeroing-in on actions that customers will readily notice and reward.
Clients include Adobe, Allegion, Anritsu, Applied Materials, Cisco, Deltek, Direct General Insurance, FormFactor, Hospira, Kaiser Permanente, Ingersoll Rand, Merck, SunPower, Thomson Reuters, Valin, Whataburger, Zenprise.
CEO & President
Marketing Operations Partners, Inc. & Marketing Future Forum
Marketing Operations Partners guides companies in mastering emerging market opportunities by building accountability, alignment, and agility into their marketing organizations.
Marketing Future Forum is a discovery process for managing any aspect of marketing more efficiently and effectively.
Clients include Anritsu, BitDefender, Cisco WebEx, Health Strategies Group, IBM CastIron Systems, LexisNexis, NetApp.
Head of Global Quality
Managed customer satisfaction program for eight years with emphasis on closed-loop improvements by every business unit; continually improved methodology and stakeholders’ follow-through on survey results enterprise-wide; deployed extensive internal branding campaign; conducted ongoing action planning workshops with 50 business units.
Conducted customer interviews for product/service development and marketing plans; designed focus groups for development of internal employee marketing campaigns; developed surveys for continuous improvement; designed/managed market specs/launch plans.
Market Research Consultant
Conducted market research including customer preference surveys, employee morale research, salary surveys, process efficiency studies, correlation studies of internal/field data and primary research.
Developed and implemented marketing plans and training in marketing communications and client relationships.
Clients included Nancy's, Dryer's, Nestle, Hoechst Celanese and Tyson Foods.
Strategic Information Manager
Sonoco Products Company
Designed 20-country multi-division customer satisfaction survey for Fortune 250 company. Led company-wide task force; conducted extensive research of other companies' customer satisfaction programs.
Conducted hundreds of personal interviews at customer sites as inputs to annual strategic planning process, e.g. 3M, AT&T, Chevron, Del Monte, FMC, Food Lion, Franzia Vineyards, Georgia-Pacific, Kimberly Clark, Mobil Oil, Southwire, Weyerhauser, Wynn's, Wilson Sporting Goods.
MBA, Market, Finance, International Business, 1989
Brigham Young University
BS in Marketing, AAS in Psychology, Marketing, Psychology, 1987
Licenses & Certifications
Certified Practitioner of Cognitive Dynamics - Temperament and Interaction Styles - Interstrength Associates (Dec. 2009)
Top 30 Customer Experience Professionals, Gobal Gurus, 2014
Top Influencer in Customer Success, Frontleaf 50-to-Follow, 2014
Top Customer Experience Influencers, SAP, 2014
Top Influencers of Customer Experience & Big Data, Onanalytica, 2014
Silicon Valley AMA Legacy Award, 2006
Silicon Valley AMA President's Award, 2003
American Marketing Association Chapter Excellence Award, 1999
Board of Directors, Silicon Valley Chapter of American Marketing Association, 1996-2006.
Chapter president, 1998-99: Winner of AMA Chapter Excellence Award, 1999, achieved for first time in 20-year chapter history. Increased year-over-year revenue by 29 percent, margins by 30 percent, membership by 20 percent, attendance by 40 percent, volunteer involvement by 40 percent.
President, 2011, San Francisco Bay Area Chapter of Association for Psychological Type: Initiated webcasts, online bookstore, scholarships, and numerous cost-savings, simplifications, visibility improvements, and revenue-generating efforts.