Customer experience entails all interactions a customer has with a brand.

Increasingly, customers cross multiple channels in a typical transaction. Only those companies that get closer to customers by creating innovative, omni-channel experiences will thrive. 

Digital disruption is driven by technologies and trends ranging from big data and the "Internet of things" to cloud services. Four in particular are driving innovation in customer experience: digital sensors, social influence, what we call the physical web, and the power of pervasive memory. Together, these forces will bring customers more choices and stunning new services.

In this always-on, digital-device-driven world, customer expectations are greater than ever. They demand richer, more satisfying experiences from your brand than ever. Companies will need to reinvent themselves and disrupt their own industries, not only to better serve customers but to survive at all.    
Meet the Expert

About Michael

  • Entrepreneur, executive, teacher, early adopter and leader in customer experience management, founding MCorp – a customer experience innovation consultancy – in 2002.
  • Developer of Touchpoint Mapping, a trademarked approach to quantifying and improving customer experience, working with leading global companies such as Microsoft, Blue Shield of California, lululemon, Danon, and others.
  • Advisor to global organizations including Argo Group, Danone, McKesson, T. Rowe Price, and the United Methodist Church on brand, customer experience and loyalty.
  • Co-author with Bruce Kasanoff of Amazon best-seller "Smart Customers, Stupid Companies: Why Only Intelligent Companies Will Thrive, and How To Be One of Them."


Managing Director • MCorp Consulting
2003 — Present
  • MCorp Consulting is a customer experience consultancy that maps and improves the touch points between organizations and their customers.
  • Developers of Touchpoint Mapping, Brand Mapping and Loyalty Mapping, a series of proprietary research and analytical tools for corporate executives and brand marketers.
  • Clients range from funded startups to large organizations such as GE, AT&T, T. Rowe Price, McKesson, Microsoft and The United Methodist Church.
President, Director • China Prime
Nov, 2007 — Jan, 2011
  • China Prime was a China market research, intelligence and strategic consulting firm and developer of The China List,  a database of Chinese business market data.
President, Director • Touchpoint Metrics
2002 — 2008
  • Touchpoint Metrics developed the idea of mapping customer interactions across the customer relationship life cycle unique to a client's business.
  • The company's primary product – Touchpoint Mapping – combined rigorous primary research and in-depth analytics to drive measurable business results.
  • In early 2008,Touchpoint Metrics was acquired by MCorp Consulting.
President/CEO • Verida Internet Corp.
1999 — 2002
  • Set business strategy and led funding through initial rounds, subsequently taking the firm public.
  • Over the next several years, Verida became the largest independent grain and inputs trader in Canada, ranked by business analyst JupiterResearch as number 18 in size (by value of annual trading volume) out of over 1,500 Net markets worldwide at that time. 
  • Through its wholly-owned subsidiary AgriPlace, the company had over 130,000 acres under agronomic management, and traded grain and other agricultural products online in a real-time exchange through agreements negotiated with more than 700 active traders.
  • Partnerships included ConAgra, Canada Malt, SGS Group, Cargill, and others.
President • Triad, Inc.
1995 — 1999
  • After two years as VP and creative director, led a buyout of existing shareholders became president of brand strategy and corporate identity consultancy.
  • Delivering integrated marketing, branding and consulting services, including web site development and e-business strategy, for clients including Tier, Sanwa Bank, CBS Marketwatch, Bank of America and Imperial Bank. 
  • Negotiated sale of the firm in early 1999 after driving 150 percent-plus annual growth for the preceding two years.
  • As VP and creative director, developed strategic marketing communications and branding programs for clients including Wells Fargo, Novell, British Telecom, Apple Computer and Household Credit Services.
  • Spearheaded development of a database-driven, online e-mail marketing and campaign management system that allowed clients to communicate with customers and prospects, viewing and acting on results in real time.


Academy of Art University
MFA, Design and Communication, 1988
Academy of Art University
BFA, Graphic Design, 1985
University of San Francisco
Undergraduate Study, 1981-85


  • Director, 2002-2007, The Innes Group, Inc.,  an investment firm specializing in early-stage enterprises with a primary focus on business services, but also investing in energy and internet services companies.


  • Richard A. Holton Teaching Fellowship Recipient (2013), mentor and guest lecturer, 2011-present, Haas School of Business, UC Berkeley, assisting MBA students who are running or planning to launch startups.
  • Adjunct professor of marketing, 2001-2004, Golden Gate University, teaching undergraduate courses including Internet and DIrect Interactive Marketing and graduate-level (MBA) courses including Advanced Marketing Issues in e-Commerce.


  • Co-author with Bruce Kasanoff of "Smart Customers, Stupid Companies: Why Only Intelligent Companies Will Thrive, and How To Be One of Them," Business Strategy Press, May, 2012.
  • Regular contributor to and has been published in the Huffington Post, HBR, Time, Bloomberg Business Week and others.
  • Author of “Get Customer Centric,” a regular column at, a leading online publication targeted to marketing executives.
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