Expert Details
Digital Transformation and Customer Experience
ID: 736478
California, USA
His expertise and experience are in the areas of Digital Transformation, Customer Experience, Digital Experience, B2B experience, customer loyalty and retention, Customer relationship management.
AREAS OF EXPERTISE:
Customer Experience – Digital Transformation - Experience Design - Digital Business Agility - Agile Methodology Consumer & B2B Loyalty - Customer Engagement Management – CRM - Customer Retention –Strategic Planning ––Data-Based Marketing – Mobile & Social Media Marketing – Data & Market Analysis - Project Management – P&L Management- Negotiations – Client Relations – Team Leadership/ Motivation
PROFESSIONAL SKILLS & ACCOMPLISHMENTS:
• Project Leadership – Directed senior level cross-functional teams on the development of new products and/ or new experiences that generated increases in revenue and reduced expenses. Managed the delivery of expected outcomes within agreed upon timelines and within budgets.
• Customer Experience Transformation, Governance & Change Management – Developed the strategy and implementation plans for standing up a CXM capability within multiple organizations that focused on aligning customer experiences with the Brand promise. Persuaded C-level leaders to make capital and human resource investments by creating plans that focused on delivering key metrics.
• Digital & Cloud Product Transformation & Innovation - Applied the learnings from customer research to develop the requirements for improving existing and/or creating new web-based and cloud products. Led the ideation and documentation of mobile-first capabilities and experience requirements for future-state features for on-prem and cloud products.
• Go-to-Market Strategy & Customer Success - Led quick-turnaround assessments of the external landscape and of internal data sets to identify the most relevant market opportunities. Collaborated with Sales Leadership and Customer Success to develop new training and compensation models that delivered double-digit increases in bookings from existing customers and from the Channel.
• Customer Loyalty & CRM: Led the assessment of vendors and in-house talent that brought the best capabilities across Technology, Policy & Legal, Operations and Business Development to enable cost effective programs. Directed the implementation of digital (web, mobile, social) engagement experiences that produced double-digit increases in retention and share of wallet.
• Voice of Customer / Customer Experience Management - Designed quantitative and qualitative research which produced key insights around customer pain points and delights (expressed via personas,&/or journey maps). Led the implementation of systems to enable the on-going utilization of customer feedback to inform product and customer experience refinements which increased NPS and other CX metrics.
• Team Development and Collaboration – Developed a global teams of CX practitioners. Coached teams to develop frameworks which allowed for scaling managed services for VoC/VoP research, journey mapping, persona development and experience design workshops to increase throughput by over 100% in a year.
Education
| Year | Degree | Subject | Institution |
|---|---|---|---|
| Year: 2018 | Degree: Certificate | Subject: Digital Marketing | Institution: Columbia School of Business |
| Year: 2001 | Degree: MBA | Subject: Management (Executive MBA Program) | Institution: Opus College, University of St Thomas |
| Year: 1985 | Degree: Bachelor of Arts | Subject: Broadcast Communications | Institution: San Francisco State University |
Work History
| Years | Employer | Title | Department |
|---|---|---|---|
| Years: 2018 to 2021 | Employer: VMware | Title: Director, Customer Experience Transformation | Department: Business Transformation and Automation |
Responsibilities:Design and Direct the transformation to put customers at the center of SaaS and Subscription product development and operations. Develop and lead assessments and training that enable teams to create and deploy easier experiences for customers and partners.Leading the transformation to put customers at the center of digitally-delivered (on-prem) and cloud product development. Developed and socialized the approach to changing the culture to be more customer obsessed. And modeling how this appears by doing: Directing customer research to determine use cases and requirements for improved live support, web and mobile experiences. Facilitating design thinking sessions to develop future-state/ideal-state experiences and the roadmaps to enable. Developing skills training and train the trainer exercises in persona development, journey mapping and design thinking/experience design. |
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| Years | Employer | Title | Department |
| Years: 2018 to 2018 | Employer: WL Gore & Associates | Title: Contract position - Senior Leader | Department: Customer Experience |
Responsibilities:Be a leading advocate for the culture change to become a more customer-focused company.Led the effort to develop customer personas and document current journeys. Developed recommendations for improving customer experiences from VOC and VOE research. Directed the identification of impactful Proof of Concept opportunities. Collaborated effectively across the organization to help oversee the implementation, management, monitoring and reporting on PoCs. Develop and manage internal training to raise awareness of importance of CX & Design Thinking. Helped associates understand what specific behavior changes are important to adopt in order to make the organization more customer-focused. |
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| Years | Employer | Title | Department |
| Years: 2017 to 2017 | Employer: Wells Fargo | Title: Senior Strategist- Customer Experience (Contractor) | Department: Customer Experience |
Responsibilities:Assess and design improvments to customer & employee interactions along with business and data processes in order to deliver consistent best in class experiences across the enterprise.Identify and develop on-going measures to ensure internal business owners continue to deliver experience and business success. |
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| Years | Employer | Title | Department |
| Years: 2016 to 2017 | Employer: Cisco | Title: Practice Advisor - Customer Experience | Department: Business Transformation |
Responsibilities:Leading Fortune 500 client business leaders in becoming more digitally agile by leveraging data and best practices to persuade them to invest in new technology.Assessing, designing and leading implementations of new digital experiences that increase customer engagement and decrease costs to serve. Developing road-maps for implementing Cognitive, AI and IoT technologies to deliver better future-state customer and employee experiences and reduce costs. Engagements in Retail, Financial Services, Healthcare, Travel and Consumer Goods |
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| Years | Employer | Title | Department |
| Years: 2014 to 2016 | Employer: North Highland Worldwide Consulting | Title: Director and Practice Lead | Department: Sparks Grove, an Experience Design Consultancy |
Responsibilities:Practice Leader in the Customer Experience and Digital Innovation practice areas. Led BD and delivery efforts for clients in Retail, Financial Services and Travel in:Assessing current state via primary research (surveys, ethnographic studies and journey maps) Developing strategies and road maps of implementation of digital transformations for improving experiences and growing customer loyalty. Applying best practices in experience design and agile development to lead transformations. Managing relationships with internal and client teams that lead to repeat successes. |
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| Years | Employer | Title | Department |
| Years: 2002 to 2014 | Employer: BrightStone, Inc. | Title: Principal Consultant | Department: Consultancy |
Responsibilities:Designed and implemented customer experience and retention strategies for Fortune 1000 companies in retail, financial services, travel/hospitality.A digital experience CRM and customer loyalty strategy consultancy Sample list of clients: AVG, American Express, Best Buy, DSW, Inc, KRG Capital, L Brands, Mobilocity Solutions, Navistar, PSCU Financial Services, Toys R, Us/ Babies R Us, Visa Providing these services around the assessment, development and implementation of CRM: Business Case Development Marketplace Assessments Customer Research Interpretations of Data Analysis and recommendations for Action Strategy development and integration Program Design and Development Payment Card integration and positioning Vendor Sourcing and Selection Accomplishments: Retail Loyalty Program selected as "Best of Retail" by Kiplinger's Online. Increased repeat sales by 20% year over year. Decreased customer churn by 35% |
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| Years | Employer | Title | Department |
| Years: 2001 to 2011 | Employer: University of St. Thomas/ St. Catherine University/ Montreat College/ AB Technical College | Title: Adjunct Faculty/ Lecturer | Department: Executive MBA Program |
Responsibilities:Developed and taught curriculum on Customer Relationship Management in the Executive MBA program.Developed and taught curriculum on Buyer Behavior and Marketing Research |
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| Years | Employer | Title | Department |
| Years: 2001 to 2002 | Employer: Deluxe Corporation | Title: Director of Customer Development | Department: Marketing |
Responsibilities:Designed and developed the ecommerce and offline strategies and infrastructure for an outsourced direct selling service sold to client financial institutions that generated an incremental $12million in revenue in the first year of the program. P&L responsibility for an annual operating budget of $6 million and revenue targets in excess of $20 million. Led all product development and product management efforts. Edited and wrote the business case for funding of the program for review by the Board of Directors. |
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| Years | Employer | Title | Department |
| Years: 1997 to 2001 | Employer: STAR TRUBUNE COMPANY | Title: Director of Direct Marketing | Department: Direct Marketing |
Responsibilities:Director of Direct MarketingStar Tribune Direct Marketing - Created the vision for then wrote and presented the business case for this start-up business to the Board of Directors. Managed this full service database marketing and loyalty marketing agency and outsourced CRM provider billing over $13million annually. Architected the first-ever merger of a newspaper's offline dm and online services. Hired and trained a staff of 20 to manage this start-up business. Metro Marketing - Grew this wholly-owned subsidiary of the Star Tribune, with 50 employees, manufacturing, selling and distributing a shared mail product in 31 markets |
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| Years | Employer | Title | Department |
| Years: 1996 to 1997 | Employer: Self Employed | Title: Consultant | Department: N/A |
Responsibilities:Provided consulting services specializing in Loyalty Marketing and CRM in U.S and Mexico. |
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| Years | Employer | Title | Department |
| Years: 1988 to 1996 | Employer: Carlson Marketing Group | Title: Vice President | Department: N/A |
Responsibilities:Designed and managed the development and implementation of international loyalty marketing initiatives and operational process improvements for clients' loyalty programs. Sourced new business opportunities in Europe, Middle East, Far East and Africa and led the teams that successfully closed on new business. |
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| Years | Employer | Title | Department |
| Years: 1985 to 1988 | Employer: A&B Communications | Title: Account Executive | Department: N/A |
Responsibilities:Produced, placed and sold promotional media for retailers and San Francisco Forty Niners. |
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| Years | Employer | Title | Department |
| Years: 1984 to 1985 | Employer: Aulik & Associates | Title: Assistant Account Executive | Department: N/A |
Responsibilities:Directed production of direct mail, promotional events and creation of ads for retail clients like Stanford Shopping Center and North Beach Leathers |
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| Years | Employer | Title | Department |
| Years: 2021 to Present | Employer: Undisclosed | Title: Strategy Executive | Department: Strategy & Consulting |
Responsibilities:• Partner with senior client stakeholders to assess and improve their digital customer experience management capabilities, including Voice of Customer, experience design and process improvement.• Architect the strategy for experience transformation. Lead the implementation of the plans for implementation including change management. Over-see multi-million-dollar budgets. • Manage the deployment of new VoC technologies, journey mapping and employee trainings. |
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International Experience
| Years | Country / Region | Summary |
|---|---|---|
| Years: 1995 to 2011 | Country / Region: Czechia, Russia, Israel, UK | Summary: Lived and worked as a consultant seconded to specific clients in these countries |
Career Accomplishments
| Associations / Societies |
|---|
| Customer Experience Professionals Associate - member since 2014 |
| Licenses / Certifications |
|---|
| Certified Customer Experience Professional (CCXP) Certificate in Creativity – University of St. Thomas – St. Paul, MN, Certification, Customer Experience Professional Association, 2014 - Present Certificate in Digital Marketing - Executive Education, Columbia Business School, NYC, NY |
| Publications and Patents Summary |
|---|
| Patent: 1 (Focusing on POS scanning of a bar code displayed on a mobile device) Publication: 1 (Topic: The value of mapping the customer's journey.) |
Additional Experience
| Training / Seminars |
|---|
| Developed and taught curricula in CRM, Customer Experience, Journey Mapping Loyalty Marketing as an adjunct faculty at St Catherine University, University of St Thomas, Montreat College and Asheville - Buncombe Community College |
| Vendor Selection |
|---|
| Worked with a number of clients on the assessment and selection for providers of: CRM services and technology Loyalty agency service and technology Contact Center technology |
| Marketing Experience |
|---|
| 3 years experience working as Account Executive in Ad Agencies 15 years experience working with clients to develop, implement and manage CRM and loyalty programs 10 years experience working with clients on the development of brand and experience strategies |