Customer Experience Committee


Purpose of this group

  • Transforming brand stewards into leaders and champions for sustainable, profitable growth across the entire organization

  • Delivering long-term shareholder value by creating the capabilities and organizational skills to grow Customer Lifetime Value

  • Developing effective communications that elevate customer experience for key constituents including the Board, CEO, CFO, COO, Sales, Technology, and employees throughout the organization

 

Committee Leadership

  • ANA Business Marketing National Chair: Linda Brunner, Global Head of Digital Customer Experience, Siemens Healthineers
  • ANA Customer Experience Chair/Lead: Rob Markey, Partner, Bain
  • ANA Customer Experience Co-Chair: April Crichlow, Global Vice President and Head of Marketing, Success Factors, SAP

The ANA staff member managing the Customer Experience Committee is Bill Zengel and David Morgan.


Discussion Topics

  • How does your company currently define “customer experience”?

  • How do you measure the value of your customers?

  • How does your organization use customer value to guide decision-making?
  • How do you partner better with colleagues in the C-suite, on the board, in finance, in IT, in operations, and in sales to advance and improve customer experience?
  • What strategies, processes, tools, training, and techniques do you find most effective? Which ones would you like to learn to use better?

Leadership Initiatives

Create a shared framework, vocabulary, and shared standard(s) for measuring and managing customer experience and customer value. Develop best practices for establishing goals, metrics, and improvement processes.

What is my commitment to this group?

The group will convene three times virtually in 2021, and (hopefully) one time in person. We ask you to participate in at least two of the four meetings, with one of the two being in person, potentially centered around ANA trademark Global Industry Conference (GIC).

Generally, meetings will purposely be kept to less than two hours, and we ask that you “be present” when you participate. Chairs, on a rolling basis, will make themselves available for two additional prep calls between the group meetings.

The Chairs, the ANA Leadership Staff, and the ANA Business Marketing Growth Council will identify topics to be pursued throughout the year. They will organize meeting agendas and speakers to guide interactive, thought-provoking discussion. The topics will align with at least one of the four ANA Growth Agenda priorities.

The group will start the year by developing a maturity assessment survey to help each Member determine how they compare to others and to “best practice.” Custom content will be developed that addresses the gaps and opportunities most often encountered by members. Together we will explore strategies, tactics, processes, tools, techniques, and tips that participants can leverage whether to gain, share, or close a gap.

In order to participate with this group, even for just one meeting or session, you will be asked to complete a short survey so that the group can orient around your unique understandings and business needs.

"The purpose of a business is to create customers and keep customers."
-- Peter Drucker

"Measure what matters."
-- John Doerr



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Visit www.b2awards.com for more info.

Name Title Company
April Crichlow (Co-chairperson) Global VP and Head of Marketing, SAP SuccessFactors SAP Global
Rob Markey (Co-chairperson) Partner Bain & Company
Katie Ackels VP Marketing Fitness Connection
Amy Alexander Global Vice President of Growth MOI Global
Jared Bengtson NA Marketing Leader IBM Corporation
Susan Bernstein Customer Experience Manager Michelin North America, Inc.
Valentina Bianchi SEMEA Growth Market-Channel Marketing SAS Institute Inc.
Muhammad Fauzan Bin Mohd Din Mr SAP Global
Janice Blakeney Customer Experience Manager Integrated Supply Network (ISN)
Jonathan blaugrund Senior Vice President Client Services Wunderman Thompson
Andrea Bledsoe Digital Marketing Communications Leader Corteva
Kelsey Bucsko Senior Marketing Manager, Campaigns & Content Sephora USA, Inc
Kathleen Burns Sr. UI/UX Designer Elkay Manufacturing Company
Simon Calvert Chief Strategy Officer, U.K. gyro
Jill Carter Head of Consumer Experience Cooper Tire & Rubber Company
Natalie Cervantes Project Manager American Water Resources, LLC
Yasmina Chalhoub Strategy and Marketing Innovation Manager Signet Jewelers
Hamish Cheng Coordinator, Business Marketing ANA
Shannon Chisholm Director, Marketing DTCC
Zachary Christopher Visitor Information Specialist Georgia Visitor Information Center - Savannah
Kristin Coco Digital Marketing Campaign Manager Trustmark National Bank
Ebone Cole   Double Good
Rosalie Collado Account Management Director KPMG LLP
Janice Crisostomo Marketing Manager The Terminix International Co.
Catherine Curry VP/Development Marketing and Guest Experience Marco's Pizza
Jasmine Dadlani   McKinney
Elizabeth Dubow   Deloitte
Yana Duman VP, Brand Strategy CertaPro Painters
Megan Ferris Sr. Marketing Manager Upwork
Teresa Gaffney Senior Director of Marketing Children International
Shawn Gasparini Sr. Manager, Business Intelligence (Analytics) Sanofi Consumer Healthcare
Brandon Gerena Partner IBM Corporation
Jessica Ginburg Project Lead, CRM Strategy Chick-fil-A, Inc.
Cristina Graziano   Taylor Corporation
Kelly Guo Sr Marketing Specialist Newell Rubbermaid Development LLC
Jay Gyuricza General Manager Wunderman Thompson
Nick Hague Head of Growth B2B International
Kevin Harding VP of Customer Experience BNO Inc.
Tech Hartness Business Development Executive Quad
Jeff Haynes Brand Manager of Innovation Cox Communications, Inc.
Claire Henry Internal Communications Program Manager El Camino Health
Antoinette Holford Associate Marketing Specialist AAA Northeast
Shawnda Hollon   DAV
Lee Hsieh Global CRM and Digital Experience Acceleration Lead Johnson & Johnson
Duane John Digital and Data Solutions Labcorp
Francesca Jones   ICF
Kay Kerman Customer Content Strategy Children's Health
Stacy Kouba Director, Customer Experience Management Henry Schein, Inc.
Sue Krizman Creative Strategy Leader | Creative Director Creative Director
Sampath Kummam AVP Synchrony Financial
Alyssa Lacoff Senior Events Manager Yahoo! Inc.
Holly Lancaster CX Consultant EMC Insurance Companies
Brandi Larkin   BraunAbility
Emily Liang Product Marketing Manager Yahoo! Inc.
Monica Lorusso SVP, Strategy Allen & Gerritsen, Inc.
Joyce Luh Associate Director, Marketing Technology The Clorox Company
Alan Macdonald COO Diamond Marketing Group
Calli Makridis-Beck Customer Experience Program Manager ESL Federal Credit Union
Barbara Maldonado Director, MarCom Strategy and Engagement Caterpillar, Inc.
Whitney Massey Internal & Executive Communications Manager Alabama Power Co.
Patricia McCabe Director of Franchise Marketing Huntington Learning Centers Corp.
Chau Mccullough Director, Web Marketing & Design Lenovo United States Inc.
Andy McDaniel Director of Client Experience Crowe LLP
Briana McElroy   Twitter
Robert McLeod Director, Customer Experience Zebra Technologies Corporation
Duke Merickel Business Development Manager Taylor Corporation
George Meyer Sr. Director, Member Relations ANA
Heather Montgomery Manager, In-Hotel Digital Guest Experience InterContinental Hotels Group
David Morgan Manager, Business Marketing Practice ANA
Kylie Moskevich Research Professional Westfield Insurance
Carrie Murphy   Bright Horizons
Christy Nagle Chief Marketing Officer CleanChoice Energy
Anastasia Nairne Senior Principa, Engagement Consultant PMG
Kelly Nichols Market Insights & Experience Guardian Life
Jenny Nicholson   McKinney
Michelle Nielson Marketing Consultant Securian Financial Group, Inc.
Michelle Ober Associate Director, Growth Sullivan
Tracey Pavlishin Global Head, Alumni Engagement Kearney
Kelly Percer   Humana Inc.
Jill Perlberg Vice President Pre-Client Journey Experience, VP Client Marketing Northwestern Mutual
Shannon Pogodzinski Senior Global Marketing Communications Manager GE Healthcare
Jaime Polisoto Brand Director FIFCO USA
Matt Quirk WW Market Strategy & Development Manager Hewlett Packard Enterprise
Anand Rao Chief Marketing & Digital Officer CDW Corporation
Hillary Read VP of Marketing Within
Andy Rebhun Chief Marketing Officer El Pollo Loco, Inc.
Wendy Reeves Sr. Marketing Specialist SAS
Justin Reinke Vice President Marketing TruGreen
Kelly Reitnour Field Marketing Manager Key Corp.
Melissa Richards-Person SVP, Chief Marketing Officer Trilogy Healthcare Services, LLC
Christian Richardson Senior Marketing Manager, Web, Digital Insight
Julio Rodriguez Associate Director Bristol-Myers Squibb Company
Maria Salesi Retention Manager American Water
Claudia Sciarretta Analytics Director American Express
Chelsea Sharkey Director, Marketing Data and Analytics American Water Resources, LLC
Aminuddin Shroff Category Sourcing Manager Verizon
Vickie Sims Senior Marketing Manager Trane
Vicky Sparks Senior Manager, Media Procurement and Circulation Strategy W.W. Grainger, Inc.
Chandra Stevens Director, Global Marketing Solutions Microsoft Corporation
Kelia Stueber Digital Marketing Strategist Vanguard Group, Inc.
Kim Stueve Manager, Systems and Marketing Information The Bank of Missouri
Ashlee Tatum-Eckle VP Growth Marketing Edmentum, Inc.
Rebecca Tyrrell Vice President, Head of Digital Sallie Mae
Mark Van Heijningen   Autodesk, Inc.
Samuele Visentini Group Manager, Digital Experimentation & Growth General Mills, Inc.
Kristin Vitek Director of Marketing Prinova USA
Court Wakefield Vice President, Marketing Children's Health
Ze Wang Associate Professor University of Central Florida (F&S)
ERIN WEECE   Children's Health
Kirsty Wertz VP Synchrony Financial
Rachel Williams Global Franchise Engagement Lead Johnson & Johnson Vision Care
Leah Woodington Customer Relations Specialist, Social Media Outback Steakhouse, Inc.
Ryan Wories Director of Marketing FutureCeuticals
Beth Yates Senior Director, Strategic Brand Management BD Becton Dickinson and Company
Dawn Zagorski CRM Manager I U.S. Cellular Corporation
Bill Zengel Senior Vice President, Business Marketing ANA
  • Name

    April Crichlow (Co-chairperson)

    Title

    Global VP and Head of Marketing, SAP SuccessFactors

    COMPANY

    SAP Global
  • Name

    Rob Markey (Co-chairperson)

    Title

    Partner

    COMPANY

    Bain & Company
  • Name

    Katie Ackels

    Title

    VP Marketing

    COMPANY

    Fitness Connection
  • Name

    Amy Alexander

    Title

    Global Vice President of Growth

    COMPANY

    MOI Global
  • Name

    Jared Bengtson

    Title

    NA Marketing Leader

    COMPANY

    IBM Corporation
  • Name

    Susan Bernstein

    Title

    Customer Experience Manager

    COMPANY

    Michelin North America, Inc.
  • Name

    Valentina Bianchi

    Title

    SEMEA Growth Market-Channel Marketing

    COMPANY

    SAS Institute Inc.
  • Name

    Muhammad Fauzan Bin Mohd Din

    Title

    Mr

    COMPANY

    SAP Global
  • Name

    Janice Blakeney

    Title

    Customer Experience Manager

    COMPANY

    Integrated Supply Network (ISN)
  • Name

    Jonathan blaugrund

    Title

    Senior Vice President Client Services

    COMPANY

    Wunderman Thompson
  • Name

    Andrea Bledsoe

    Title

    Digital Marketing Communications Leader

    COMPANY

    Corteva
  • Name

    Kelsey Bucsko

    Title

    Senior Marketing Manager, Campaigns & Content

    COMPANY

    Sephora USA, Inc
  • Name

    Kathleen Burns

    Title

    Sr. UI/UX Designer

    COMPANY

    Elkay Manufacturing Company
  • Name

    Simon Calvert

    Title

    Chief Strategy Officer, U.K.

    COMPANY

    gyro
  • Name

    Jill Carter

    Title

    Head of Consumer Experience

    COMPANY

    Cooper Tire & Rubber Company
  • Name

    Natalie Cervantes

    Title

    Project Manager

    COMPANY

    American Water Resources, LLC
  • Name

    Yasmina Chalhoub

    Title

    Strategy and Marketing Innovation Manager

    COMPANY

    Signet Jewelers
  • Name

    Hamish Cheng

    Title

    Coordinator, Business Marketing

    COMPANY

    ANA
  • Name

    Shannon Chisholm

    Title

    Director, Marketing

    COMPANY

    DTCC
  • Name

    Zachary Christopher

    Title

    Visitor Information Specialist

    COMPANY

    Georgia Visitor Information Center - Savannah
  • Name

    Kristin Coco

    Title

    Digital Marketing Campaign Manager

    COMPANY

    Trustmark National Bank
  • Name

    Ebone Cole

    Title

     

    COMPANY

    Double Good
  • Name

    Rosalie Collado

    Title

    Account Management Director

    COMPANY

    KPMG LLP
  • Name

    Janice Crisostomo

    Title

    Marketing Manager

    COMPANY

    The Terminix International Co.
  • Name

    Catherine Curry

    Title

    VP/Development Marketing and Guest Experience

    COMPANY

    Marco's Pizza
  • Name

    Jasmine Dadlani

    Title

     

    COMPANY

    McKinney
  • Name

    Elizabeth Dubow

    Title

     

    COMPANY

    Deloitte
  • Name

    Yana Duman

    Title

    VP, Brand Strategy

    COMPANY

    CertaPro Painters
  • Name

    Megan Ferris

    Title

    Sr. Marketing Manager

    COMPANY

    Upwork
  • Name

    Teresa Gaffney

    Title

    Senior Director of Marketing

    COMPANY

    Children International
  • Name

    Shawn Gasparini

    Title

    Sr. Manager, Business Intelligence (Analytics)

    COMPANY

    Sanofi Consumer Healthcare
  • Name

    Brandon Gerena

    Title

    Partner

    COMPANY

    IBM Corporation
  • Name

    Jessica Ginburg

    Title

    Project Lead, CRM Strategy

    COMPANY

    Chick-fil-A, Inc.
  • Name

    Cristina Graziano

    Title

     

    COMPANY

    Taylor Corporation
  • Name

    Kelly Guo

    Title

    Sr Marketing Specialist

    COMPANY

    Newell Rubbermaid Development LLC
  • Name

    Jay Gyuricza

    Title

    General Manager

    COMPANY

    Wunderman Thompson
  • Name

    Nick Hague

    Title

    Head of Growth

    COMPANY

    B2B International
  • Name

    Kevin Harding

    Title

    VP of Customer Experience

    COMPANY

    BNO Inc.
  • Name

    Tech Hartness

    Title

    Business Development Executive

    COMPANY

    Quad
  • Name

    Jeff Haynes

    Title

    Brand Manager of Innovation

    COMPANY

    Cox Communications, Inc.
  • Name

    Claire Henry

    Title

    Internal Communications Program Manager

    COMPANY

    El Camino Health
  • Name

    Antoinette Holford

    Title

    Associate Marketing Specialist

    COMPANY

    AAA Northeast
  • Name

    Shawnda Hollon

    Title

     

    COMPANY

    DAV
  • Name

    Lee Hsieh

    Title

    Global CRM and Digital Experience Acceleration Lead

    COMPANY

    Johnson & Johnson
  • Name

    Duane John

    Title

    Digital and Data Solutions

    COMPANY

    Labcorp
  • Name

    Francesca Jones

    Title

     

    COMPANY

    ICF
  • Name

    Kay Kerman

    Title

    Customer Content Strategy

    COMPANY

    Children's Health
  • Name

    Stacy Kouba

    Title

    Director, Customer Experience Management

    COMPANY

    Henry Schein, Inc.
  • Name

    Sue Krizman

    Title

    Creative Strategy Leader | Creative Director

    COMPANY

    Creative Director
  • Name

    Sampath Kummam

    Title

    AVP

    COMPANY

    Synchrony Financial
  • Name

    Alyssa Lacoff

    Title

    Senior Events Manager

    COMPANY

    Yahoo! Inc.
  • Name

    Holly Lancaster

    Title

    CX Consultant

    COMPANY

    EMC Insurance Companies
  • Name

    Brandi Larkin

    Title

     

    COMPANY

    BraunAbility
  • Name

    Emily Liang

    Title

    Product Marketing Manager

    COMPANY

    Yahoo! Inc.
  • Name

    Monica Lorusso

    Title

    SVP, Strategy

    COMPANY

    Allen & Gerritsen, Inc.
  • Name

    Joyce Luh

    Title

    Associate Director, Marketing Technology

    COMPANY

    The Clorox Company
  • Name

    Alan Macdonald

    Title

    COO

    COMPANY

    Diamond Marketing Group
  • Name

    Calli Makridis-Beck

    Title

    Customer Experience Program Manager

    COMPANY

    ESL Federal Credit Union
  • Name

    Barbara Maldonado

    Title

    Director, MarCom Strategy and Engagement

    COMPANY

    Caterpillar, Inc.
  • Name

    Whitney Massey

    Title

    Internal & Executive Communications Manager

    COMPANY

    Alabama Power Co.
  • Name

    Patricia McCabe

    Title

    Director of Franchise Marketing

    COMPANY

    Huntington Learning Centers Corp.
  • Name

    Chau Mccullough

    Title

    Director, Web Marketing & Design

    COMPANY

    Lenovo United States Inc.
  • Name

    Andy McDaniel

    Title

    Director of Client Experience

    COMPANY

    Crowe LLP
  • Name

    Briana McElroy

    Title

     

    COMPANY

    Twitter
  • Name

    Robert McLeod

    Title

    Director, Customer Experience

    COMPANY

    Zebra Technologies Corporation
  • Name

    Duke Merickel

    Title

    Business Development Manager

    COMPANY

    Taylor Corporation
  • Name

    George Meyer

    Title

    Sr. Director, Member Relations

    COMPANY

    ANA
  • Name

    Heather Montgomery

    Title

    Manager, In-Hotel Digital Guest Experience

    COMPANY

    InterContinental Hotels Group
  • Name

    David Morgan

    Title

    Manager, Business Marketing Practice

    COMPANY

    ANA
  • Name

    Kylie Moskevich

    Title

    Research Professional

    COMPANY

    Westfield Insurance
  • Name

    Carrie Murphy

    Title

     

    COMPANY

    Bright Horizons
  • Name

    Christy Nagle

    Title

    Chief Marketing Officer

    COMPANY

    CleanChoice Energy
  • Name

    Anastasia Nairne

    Title

    Senior Principa, Engagement Consultant

    COMPANY

    PMG
  • Name

    Kelly Nichols

    Title

    Market Insights & Experience

    COMPANY

    Guardian Life
  • Name

    Jenny Nicholson

    Title

     

    COMPANY

    McKinney
  • Name

    Michelle Nielson

    Title

    Marketing Consultant

    COMPANY

    Securian Financial Group, Inc.
  • Name

    Michelle Ober

    Title

    Associate Director, Growth

    COMPANY

    Sullivan
  • Name

    Tracey Pavlishin

    Title

    Global Head, Alumni Engagement

    COMPANY

    Kearney
  • Name

    Kelly Percer

    Title

     

    COMPANY

    Humana Inc.
  • Name

    Jill Perlberg

    Title

    Vice President Pre-Client Journey Experience, VP Client Marketing

    COMPANY

    Northwestern Mutual
  • Name

    Shannon Pogodzinski

    Title

    Senior Global Marketing Communications Manager

    COMPANY

    GE Healthcare
  • Name

    Jaime Polisoto

    Title

    Brand Director

    COMPANY

    FIFCO USA
  • Name

    Matt Quirk

    Title

    WW Market Strategy & Development Manager

    COMPANY

    Hewlett Packard Enterprise
  • Name

    Anand Rao

    Title

    Chief Marketing & Digital Officer

    COMPANY

    CDW Corporation
  • Name

    Hillary Read

    Title

    VP of Marketing

    COMPANY

    Within
  • Name

    Andy Rebhun

    Title

    Chief Marketing Officer

    COMPANY

    El Pollo Loco, Inc.
  • Name

    Wendy Reeves

    Title

    Sr. Marketing Specialist

    COMPANY

    SAS
  • Name

    Justin Reinke

    Title

    Vice President Marketing

    COMPANY

    TruGreen
  • Name

    Kelly Reitnour

    Title

    Field Marketing Manager

    COMPANY

    Key Corp.
  • Name

    Melissa Richards-Person

    Title

    SVP, Chief Marketing Officer

    COMPANY

    Trilogy Healthcare Services, LLC
  • Name

    Christian Richardson

    Title

    Senior Marketing Manager, Web, Digital

    COMPANY

    Insight
  • Name

    Julio Rodriguez

    Title

    Associate Director

    COMPANY

    Bristol-Myers Squibb Company
  • Name

    Maria Salesi

    Title

    Retention Manager

    COMPANY

    American Water
  • Name

    Claudia Sciarretta

    Title

    Analytics Director

    COMPANY

    American Express
  • Name

    Chelsea Sharkey

    Title

    Director, Marketing Data and Analytics

    COMPANY

    American Water Resources, LLC
  • Name

    Aminuddin Shroff

    Title

    Category Sourcing Manager

    COMPANY

    Verizon
  • Name

    Vickie Sims

    Title

    Senior Marketing Manager

    COMPANY

    Trane
  • Name

    Vicky Sparks

    Title

    Senior Manager, Media Procurement and Circulation Strategy

    COMPANY

    W.W. Grainger, Inc.
  • Name

    Chandra Stevens

    Title

    Director, Global Marketing Solutions

    COMPANY

    Microsoft Corporation
  • Name

    Kelia Stueber

    Title

    Digital Marketing Strategist

    COMPANY

    Vanguard Group, Inc.
  • Name

    Kim Stueve

    Title

    Manager, Systems and Marketing Information

    COMPANY

    The Bank of Missouri
  • Name

    Ashlee Tatum-Eckle

    Title

    VP Growth Marketing

    COMPANY

    Edmentum, Inc.
  • Name

    Rebecca Tyrrell

    Title

    Vice President, Head of Digital

    COMPANY

    Sallie Mae
  • Name

    Mark Van Heijningen

    Title

     

    COMPANY

    Autodesk, Inc.
  • Name

    Samuele Visentini

    Title

    Group Manager, Digital Experimentation & Growth

    COMPANY

    General Mills, Inc.
  • Name

    Kristin Vitek

    Title

    Director of Marketing

    COMPANY

    Prinova USA
  • Name

    Court Wakefield

    Title

    Vice President, Marketing

    COMPANY

    Children's Health
  • Name

    Ze Wang

    Title

    Associate Professor

    COMPANY

    University of Central Florida (F&S)
  • Name

    ERIN WEECE

    Title

     

    COMPANY

    Children's Health
  • Name

    Kirsty Wertz

    Title

    VP

    COMPANY

    Synchrony Financial
  • Name

    Rachel Williams

    Title

    Global Franchise Engagement Lead

    COMPANY

    Johnson & Johnson Vision Care
  • Name

    Leah Woodington

    Title

    Customer Relations Specialist, Social Media

    COMPANY

    Outback Steakhouse, Inc.
  • Name

    Ryan Wories

    Title

    Director of Marketing

    COMPANY

    FutureCeuticals
  • Name

    Beth Yates

    Title

    Senior Director, Strategic Brand Management

    COMPANY

    BD Becton Dickinson and Company
  • Name

    Dawn Zagorski

    Title

    CRM Manager I

    COMPANY

    U.S. Cellular Corporation
  • Name

    Bill Zengel

    Title

    Senior Vice President, Business Marketing

    COMPANY

    ANA