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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