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



Enter the 2022 ANA B2 Awards: For nearly half a century, the ANA B2 Top Award Categories have been and are the pinnacle of Business Marketing - attracting the 'best of the best' globally, nationally, and locally. This year, there are over 40 categories that have evolved to reflect the growing role of B2B marketing and the rapid changes in our industry. The B2 Awards are thoughtfully crafted to reflect today’s wide-ranging forms of B2B marketing practices — from traditional tactics used in innovative ways to rapidly changing technologies. The award categories are inclusive and recognize excellence in solutions and campaigns of all sizes, budgets, and scopes. The 2022 ANA B2 Award program is accepting entries starting on November 2, 2021 until March 20, 2022. 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
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.
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
Kristin Coco Digital Marketing Campaign Manager Trustmark National Bank
Rosalie Collado Account Management Director KPMG LLP
Janice Crisostomo   The Terminix International Co.
Catherine Curry VP/Development Marketing and Guest Experience Marco's
Jasmine Dadlani   McKinney
Yana Duman Director, Regional Marketing CertaPro Painters
Jessica Ginburg Project Lead, CRM Strategy Chick-fil-A, Inc.
Nick Hague Head of Growth B2B International
Kevin Harding VP of Customer Experience BNO Inc.
Tech Hartness AE Quad
Antoinette Holford Associate Marketing Specialist AAA Northeast
Shawnda Hollon   DAV
Lee Hsieh Senior Manager, CRM and Digital Experience Johnson & Johnson
Duane John Digital and Data Solutions Labcorp
Kay Kerman Customer Content Strategy Children's Health
Sue Krizman   Creative Director
Alyssa Lacoff Senior Events Manager Yahoo! Inc.
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   Diamond Marketing Group
Calli Makridis-Beck Customer Experience Program Manager ESL Federal Credit Union
Barbara Maldonado Client Services Manager Caterpillar, Inc.
Andy McDaniel Director of Client Experience Crowe LLP
Briana McElroy   Twitter
Robert McLeod Director, Customer Experience Zebra Technologies Corporation
David Morgan Associate Manager, Business Marketing Practice ANA
Christy Nagle Chief Marketing Officer CleanChoice Energy
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
Shannon Pogodzinski Senior Global Marketing Communications Manager GE Healthcare
Matt Quirk WW Market Strategy & Development Manager Hewlett Packard Enterprise
Andy Rebhun VP Digital Officer El Pollo Loco, Inc.
Wendy Reeves Sr. Marketing Specialist SAS
Justin Reinke Vice President Marketing TruGreen
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   American Water Resources, LLC
Vickie Sims Senior Marketing Manager Trane Commercial HVAC
Chandra Stevens Director, Global Marketing Solutions Microsoft Corporation
Kim Stueve Manager, Systems and Marketing Information The Bank of Missouri
Rebecca Tyrrell Vice President, Head of Digital Sallie Mae
Mark Van Heijningen   Autodesk, Inc.
Kristin Vitek Strategic Marketing Manager FutureCeuticals
Courtney Wakefield Director, Digital Strategy Children's Health
Rachel Williams Global Franchise Engagement Lead Johnson & Johnson Vision Care
Ryan Wories Director of Marketing FutureCeuticals
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

    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

    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

    Kristin Coco

    Title

    Digital Marketing Campaign Manager

    COMPANY

    Trustmark National Bank
  • Name

    Rosalie Collado

    Title

    Account Management Director

    COMPANY

    KPMG LLP
  • Name

    Janice Crisostomo

    Title

     

    COMPANY

    The Terminix International Co.
  • Name

    Catherine Curry

    Title

    VP/Development Marketing and Guest Experience

    COMPANY

    Marco's
  • Name

    Jasmine Dadlani

    Title

     

    COMPANY

    McKinney
  • Name

    Yana Duman

    Title

    Director, Regional Marketing

    COMPANY

    CertaPro Painters
  • Name

    Jessica Ginburg

    Title

    Project Lead, CRM Strategy

    COMPANY

    Chick-fil-A, Inc.
  • 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

    AE

    COMPANY

    Quad
  • Name

    Antoinette Holford

    Title

    Associate Marketing Specialist

    COMPANY

    AAA Northeast
  • Name

    Shawnda Hollon

    Title

     

    COMPANY

    DAV
  • Name

    Lee Hsieh

    Title

    Senior Manager, CRM and Digital Experience

    COMPANY

    Johnson & Johnson
  • Name

    Duane John

    Title

    Digital and Data Solutions

    COMPANY

    Labcorp
  • Name

    Kay Kerman

    Title

    Customer Content Strategy

    COMPANY

    Children's Health
  • Name

    Sue Krizman

    Title

     

    COMPANY

    Creative Director
  • Name

    Alyssa Lacoff

    Title

    Senior Events Manager

    COMPANY

    Yahoo! Inc.
  • 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

     

    COMPANY

    Diamond Marketing Group
  • Name

    Calli Makridis-Beck

    Title

    Customer Experience Program Manager

    COMPANY

    ESL Federal Credit Union
  • Name

    Barbara Maldonado

    Title

    Client Services Manager

    COMPANY

    Caterpillar, 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

    David Morgan

    Title

    Associate Manager, Business Marketing Practice

    COMPANY

    ANA
  • Name

    Christy Nagle

    Title

    Chief Marketing Officer

    COMPANY

    CleanChoice Energy
  • 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

    Shannon Pogodzinski

    Title

    Senior Global Marketing Communications Manager

    COMPANY

    GE Healthcare
  • Name

    Matt Quirk

    Title

    WW Market Strategy & Development Manager

    COMPANY

    Hewlett Packard Enterprise
  • Name

    Andy Rebhun

    Title

    VP Digital 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

    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

     

    COMPANY

    American Water Resources, LLC
  • Name

    Vickie Sims

    Title

    Senior Marketing Manager

    COMPANY

    Trane Commercial HVAC
  • Name

    Chandra Stevens

    Title

    Director, Global Marketing Solutions

    COMPANY

    Microsoft Corporation
  • Name

    Kim Stueve

    Title

    Manager, Systems and Marketing Information

    COMPANY

    The Bank of Missouri
  • Name

    Rebecca Tyrrell

    Title

    Vice President, Head of Digital

    COMPANY

    Sallie Mae
  • Name

    Mark Van Heijningen

    Title

     

    COMPANY

    Autodesk, Inc.
  • Name

    Kristin Vitek

    Title

    Strategic Marketing Manager

    COMPANY

    FutureCeuticals
  • Name

    Courtney Wakefield

    Title

    Director, Digital Strategy

    COMPANY

    Children's Health
  • Name

    Rachel Williams

    Title

    Global Franchise Engagement Lead

    COMPANY

    Johnson & Johnson Vision Care
  • Name

    Ryan Wories

    Title

    Director of Marketing

    COMPANY

    FutureCeuticals
  • Name

    Bill Zengel

    Title

    Senior Vice President, Business Marketing

    COMPANY

    ANA