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CXPA Leadership & Governance

CXPA – a non-profit 501(c)6 organization incorporated in Delaware is governed by a Board of Directors drawn from its membership and led by a team of pioneer visionaries in the customer experience field.

Karyn Furstman

Chair, CXPA
Vice President, Agent & Customer Experience
Safeco Insurance, a Liberty Mutual Company

Karyn is a results proven P&L executive with 25 years experience in senior leadership roles in marketing, brand management, advertising, product management, customer experience and CRM in retail and financial services. She is currently Vice President, Customer Experience at Safeco Insurance.

Prior to joining Safeco Insurance, Karyn was the Chief Customer Officer/Customer Experience Executive at Washington Mutual, where she was responsible for development and execution of the overall strategy. Karyn and her team improved quality and consistency of the customer experience while driving satisfaction and loyalty to further the brand positioning and delight the customer.

As Senior Vice President, Marketing Director for JPMorgan Chase, Karyn oversaw the Washington Mutual Customer Communications transition team. Karyn was also a Senior Vice President with Bank of America for over ten years in a variety of positions including sales support, product management, marketing communications and technology strategy.

Karyn serves on a number of national and regional boards, both business and non-profit including the Freedom Writers Foundation and Bellevue School Foundation.


Parrish Arturi

Vice Chair, CXPA
Senior Vice President, Customer Experience

Fidelity Investments

Parrish Arturi

Parrish Arturi is the Senior Vice President, Customer Experience for Fidelity Personal and Workplace Investing (PWI), a unit of Fidelity Investments. He leads the development and execution of the strategy, programs and functions designed to drive customer loyalty and satisfaction across channels, segments and products in pursuit of Fidelity's vision of delivering the best customer experience in the financial services industry.

Prior to this role, Parrish was Senior Vice President, Internet and Mobile Channels for PWI.

His responsibilities included digital strategy, experience and management of PWI's online, mobile and desktop channels, including Fidelity's primary consumer web destinations.

Prior to joining Fidelity in 2004, Parrish worked for Wachovia. He was responsible for leading and building various areas of the eCommerce division, including online banking, brokerage and bill payment, online marketing, business development and interactive design. Previously, he worked as a managing director at Signet Bank, developing Signet's information-based strategy, including the launch of one of the nation's first Internet banking offerings. Parrish began his career at CUC International.

Parrish holds a BA in Economics from Wake Forest University and a MBA from Wake Forest University's Babcock Graduate School of Management.


Desirree Madison-Biggs

Vice Chair, CXPA
Customer Experience NPS Programs Director


Desirree Madison-Biggs

Desirree Madison-Biggs currently is the Customer Experience NPS Programs Director at AirBnB. With experience in running customer loyalty programs in the high tech industry for over 15 years, she has led her team in the building of world-class voice of the customer and communication programs that deliver actionable customer insight and enable employees to drive increased loyalty. She directs the global Net Promoter program for all three customer segments, business, consumer and partner.

Prior to coming to AirBnB, Desirree ran the Customer Loyalty Program at Business Objects and spent 10 years running sales and account management teams for start-up companies in the Silicon Valley. She began her career in business in Human Resources at Xerox Corporation. Prior to her career in business she worked with juvenile delinquents and their families.

Desirree graduated from George Fox University with a B.S. degree in Social Work and minor in Business.


Dan Donovan

Treasurer, CXPA Senior Director, Consumer Sales
Universal Orlando Resort

Dan Donovan

Dan Donovan is the Senior Director of Consumer Sales at Universal Orlando Resort. Dan leads a team of over 100 service professionals who provide advance and in-destination vacation planning and customer service for visitors to Universal Orlando Resort and the surrounding area. Dan has been innovating in the space of hotel Guest Services for over 25 years and has designed training and metrics to ensure that his teams deliver exceptional customer care at all times. Dan’s entire professional career has been spent in hospitality; first with Eastern Airlines, then with an Orlando based tour operator and for the past 17 years with the world class service and entertainment organization of Universal Orlando. He has taken a leadership role in the management of Customer Experience for the Universal Travel Company and has pioneered new products and services to delight Universal customers.

Dan is a former President and Board Member of the International Drive Resort Area Chamber of Commerce and also serves on the Universal Orlando Volunteer Board of Directors. He holds a BA in Business Administration from the University of South Florida and is a Certified Guest Service Professional through the American Hotel & Lodging Association.

2014-2015 Board of Directors

Bob Azman

Chief Experience Officer
Avtex Consulting Solutions, LLC

Dan Donovan

Bob Azman, Chief Experience Officer, consults with companies in a variety of industries on developing and implementing strategies to improve their overall customer experience and service operations.  He is responsible for the consulting practice, user experience and customer operations as well as ensuring Avtex delivers an exceptional customer experience to its clients.  Twenty of his thirty five years in business are in service operations leadership roles that have prepared him well for his role at Avtex. As a thought leader, practitioner and business partner in customer experience design and execution, he provides a unique perspective on helping companies become easy to do business with. 

Bob also brings a wealth of diverse, general operations and business background as an executive at large corporations such as Thomson Reuters, Ceridian and Deluxe Corporation.  He has managed global customer service and technical support organizations as well as software implementation and training and development functions in the US, the Philippines, India, South America, Australia, Japan and Europe.

Bob earned both his MBA and bachelor’s degrees from the University of St. Thomas in St. Paul, MN.  He is an Adjunct Professor in the University Of Minnesota Carlson School Of Management’s Supply Chain and Operations Management department teaching Service Operations Management at the undergraduate and MBA levels.  He is also a guest lecturer in the executive MBA program at the University Of St. Thomas Opus School Of Business.  He is a frequent speaker on the subject of developing effective customer experience and service strategies at industry forums and conferences where he receives top ratings on his interactive approach and unique ability to combine academic principles with real life experiences.  Bob is also a certified University of Minnesota Master Gardener. 

Annette Franz

Vice President of Customer Experience
Touchpoint Dashboard

Lara Lee

Annette is Vice President of Customer Experience at Touchpoint Dashboard. She also blogs at CX Journey, where she shares her passion for helping companies understand the importance of the employee experience and its role in delivering an exceptional customer experience, as well as how to transform their cultures to ensure the customer is at the center of every conversation. She was recently recognized as one of “The 100 Most Influential Tech Women on Twitter” by Business Insider and has been recognized by several organizations as a top influencer in Customer Experience. She is also an active CXPA member, as a CX Expert, CX Mentor, and a SoCal Local Networking Team Lead.

Connect:  Google+ | @annettefranz | @cxjourney | LinkedIn | Facebook


Lonnie Mayne


Lonnie Mayne

Lonnie Mayne has dedicated his career to helping companies drive bottom-line results by transforming them into high-performance, customer-centric organizations

As president of InMoment, Lonnie is charged with building a people-centered culture with the company’s internal “customers” (or employees), as well as with clients. His 20+ year professional journey includes running worldwide sales & marketing operations and serving on international boards of directors. He’s had the honor of working both for and with some of the largest and most successful brands in a variety of ultra-competitive industries.

Lonnie’s laser focus on the customer is driven by decades of experience and a deep belief that centering business around human beings is what drives good companies to become great.


Roberta O'Keith

LEAN Six Sigma Master Black Belt - Customer Experience
GE Power & Water - Air Filtration

Roberta O'Keith

Ms. O'Keith brings over 20 years of marketing, business development, and business process improvement expertise to your organization. Her diverse industry experience spans from life and health insurance, consumer financial service products, to manufacturing air filtration products for the power, cement, pharmaceutical and food processing industries.

Her credentials include a LEAN Six Sigma Black Belt from GE and the first Voice of Customer Professional certification from Allegiance. She is also a certified Six Sigma instructor within GE and continues to mentor other GE employees in successfully gaining their Green Belt certifications. She is also currently pursuing her certification as a professional business coach specializing in improving small to mid-sized businesses customer experience.

She has been with GE for over 12 years and throughout her tenure she has led and executed many customer segmentation and VOC projects including competitive and market assessments for various NPI programs. She has also built customer touch point strategies, defined and implemented customer experience programs and established Loyalty KPI's. Included in her current scope are the reporting, monitoring, and execution of driving business process improvements identified through feedback from the Net Promoter Score program.

Her educational background includes an MBA with a Management Consulting concentration from Benedictine University ('01), Lisle, Illinois and a BA from Western Illinois University ('93), Macomb, Illinois. She is also alum of the Greater Missouri Leadership Challenge class of 2010.

As a Voice of Customer (VOC) professional and expert, Ms. O'Keith leads customer experience programs to capture, manage and analyze customer feedback from multiple channels to uncover insights that can be acted upon to help drive business process improvements, overall customer satisfaction and loyalty, and help an organization focus on growth areas that can ultimately affect company revenues.


Lara Lee

Senior Vice President, Customer Experience Design

Lara Lee

Lara Lee joined Lowe’s as senior vice president, customer experience design in 2013, and is responsible for translating business strategies into integrated, multi-channel experiences that deliver value to home improvement customers and to Lowe’s. Named a "Master of Innovation" by BusinessWeek in 2006, Lee has driven customer-centric business transformation for more than 20 years. She served most recently as chief innovation and operating officer at global design and innovation firm Continuum. Lee also spent 15 years at Harley-Davidson, building the international business, launching new ventures and running a division that designed and monetized customer experiences. Lee holds a bachelor’s degree in Chinese language from Brown University, a master’s degree in international affairs from the University of Pennsylvania and an MBA in multinational management from The Wharton School.


Diane M. Magers

Customer Experience Executive
Insights. Innovation. Impact.

Donna Peeples

Diane Magers has more than 20 years of building and growing customer and employee engagement.  Diane’s demonstrated leadership abilities help organizations design and execute strategies to drive customer obsession with targeted business results.  Currently with AT&T’s Office of the Customer, she is building and executing programs to drive change and strategically develop customer and associate engagement programs.

In 2011, she founded Customer Experience Catalysts, a thought leadership and consultancy practice helping brands identify and optimize their opportunities to engage customers and associates.  Clients include VMWare, Honeywell, Blue Cross & Blue Shield and Align Technologies.  She developed and led Customer Engagement, Customer Strategy and Business Transformation projects at Sysco including designing and centralizing their call center, optimizing sales interactions and redesign the customer digital platforms for products and business services.  Her focus is customer and associate engagement and complex organizational change management to drive measurable business results. 

Diane Magers holds a Masters in Clinical Psychology and an MBA.  She is a Certified Customer Experience Professional (CCXP), and Promoter Score (NPS), Voice of Customer (VoC) and Customer Experience Management (CEM) certified.  Additional affiliations include CXPA (founding member), LUMA Institute, CXPA Board member, Board member for CCXP Certification and active volunteer for the Autism Society of American, Leukemia and Lymphoma Society and the American Heart Association.   She resides in Dallas with her family.

A little bit more personal me….
Passionate CX professional and change agent.  Sherpa for new and developing customer and associate obsessed leaders.  Thought leader and innovator for ways of engaging associates and customers.  Spirited entrepreneur.  Skilled in business benefits development and systematically embedding customer and associate centricity into an organization.   Believe that brands who win choose to focus on human and emotional elements.  Develops the hearts and minds of others.  Firm executor in the ‘pay it forward’ model. Writer, speaker and artist.


Donna Peeples

Chief Customer Experience Officer
American International Group (AIG)

Donna Peeples

As global Chief Customer Experience Officer, Donna Peeples is an accomplished senior executive with extensive P&L and operational responsibility who has delivered verifiable results in a variety of industries and global markets. Peeples is a versatile strategist who combines her keen market sense and strong orientation in top line growth and negotiations with her experience, entrepreneurial spirit, business acumen and an intense focus on the customer to transform innovative ideas into profits. A master communicator, Peeples works to define business objectives and articulate the corporate vision in a way that inspires imagination and compels action throughout the organization. Whether managing cost, influencing the top line or creating vibrant and productive partnerships, her focus is on blending business strategy with creativity – touching the heart and moving the mind – the result is: true paradigm shifts, sustainable change and the achievement of overall business objectives.

Before joining AIG, Peeples held various leadership positions at AGL Resources, Optimum Energy Sources, Peachtree Natural Gas, Shell Energy, Lennox Industries and United Guaranty. Peeples founded Motivated, Inc., a contract sales and sales training company, in 1996.


Carlos Pimenta


Donna Peeples

As a digital experience innovator, Carlos Pimenta has led teams creating compelling customer experiences for companies such as Coca-Cola, Recall, Mattel, NCR, McCormick, Home Depot and Kimberly Clark. Pimenta is the CEO of Macquarium, an experience strategy and design firm that creates digital products and solutions based on insights about the people who use them. The company is a recipient of numerous awards, including a Smithsonian Award for innovation. Macquarium help its clients with their Customer Experience Strategies, and the creation of their Digital Products and Services. Prior to joining Macquarium, Pimenta led the growth of a multi-national digital agency (Studiocom) into an award-winning firm now owned by WPP. Pimenta has spent much of the last decade creating experience ecosystems for Fortune 500 brands


Karl Sharicz, CCXP, EdM

Senior Partner
CX Partners

Karl Sharicz

Karl offers over thirty years of skills and experiences gained in high-tech research and manufacturing B2B environments along with proven business acumen. Throughout his career he has held a broad range of positions within marketing, sales, training, and training management—developing internal and external customer relationship skills and building a decided customer-centric focus along the way. As a Senior Partner with CX Partners, Karl offers his professional services on a contract basis to organizations looking to start or advance their foray in the fascinating world of Customer Experience Management.

In his former corporate role within Tyco SimplexGrinnell, a leading fire and life-safety provider doing business throughout North America, Karl served as Customer Experience Lead where and his team focused on driving those elements of the customer relationship and experience that increased customer satisfaction, reduced customer churn, and increased customer lifetime value.

Karl is steeped in the Customer Experience Management discipline, including developing a customer-centric cultures; determining the voice of the customer and deriving insights and understanding; fostering organizational adoption and accountability; creating customer experience strategies, designing approaches that will achieve customer experience excellence; and setting up metrics and measurement systems that help drive organizational return on investment.

Through his knowledge of adult education and learning styles plus prior experiences as a director of training, he offers additional skills in developing structured learning environments. During his tenure at Tyco for example, Karl developed the Next Improvement in Customer Experience (NICE) Workshop concept that has been in operation throughout the organization since 2010 and driving new levels of customer focus and customer retention. He has developed certification programs for professional services teams, and was a certified consultative sales trainer and coach.

Karl holds a Master’s degree in Education from Boston University. He currently serves on the Board of Directors of the Customer Experience Professionals Association (CXPA) and is on several key CXPA committees. He also served in past leadership positions within the American Society for Training and Development (ASTD). Karl runs blog called The CX Chronicle and is well published—the two most recent articles of which appeared within two prominent CEM journals. In addition to his professional CX persona, Karl doubles as a singer-songwriter and musician and has recorded two CDs of his original music to date.


Lorraine Schumacher
Director – Constomer and Business Intelligence                               

Sara Terry

Lorraine Schumacher is Director of Verizon's Marketing Transformation & Capabilities, a function of the CMO organization. In this role, she is responsible for transforming the effectiveness of Marketing Capabilities (Skills, Process and Tools) across all of Verizon.  Schumacher is based out of Verizon's corporate headquarters in Basking Ridge, N.J.

In her most recent role as Director of Customer Business Intelligence, Schumacher was responsible for operationalizing the development of vital intelligence pertaining to voice of the customer, voice of the employees and shareholders, which directs, focuses and feeds the company's transformative efforts.

Schumacher began her career in the wireless industry in 1994 as a Retail Store Manager with Bell Atlantic Mobile. Since then, she has held a variety positions in Marketing, IT, Product Development and Customer Service. When Verizon Wireless was formed in 2000, Schumacher was named Director - Area Client Account Management in IT, where she oversaw the Program Management of 14 billing system conversion across 22 regions.  She went on to serve as Executive Director in Wireless Product Development.
Immediately prior to her move to Verizon's corporate offices, Schumacher was Director of Customer Service Operations, where she focused solely on Transformation Initiatives.

Schumacher holds a Bachelor of Fine Arts (Music Performance) from Baldwin Wallace College Music Conservatory, in Berea Ohio.   


Sara Terry

Vice President, Customer Experience

Sara Terry

Sara Terry, Brookdale’s vice president of Customer Experience, has been serving older adults and those who support them, for more than 30 years. She is known as a passionate pioneer of changing the perception and experience of aging. Sara has accumulated her in-depth knowledge through serving in a variety of roles including operations, health and wellness, sales and marketing. She joined Brookdale in 2003, supporting the experience of Brookdale’s Optimum Life® philosophy, Resident Programs, and marketing solutions. Since 2013, her additional area of focus has been on the total Customer Experience for Brookdale, supporting an optimal customer experience for each of our residents and their families. She is certified in Customer Experience by Medallia.

Sara earned a bachelor’s of science degree in health and physical education from the University of Wisconsin-Platteville. She is an Executive Board member of Glamour Gals, a non-profit organization whose mission is to inspire and organize teen volunteers to provide ongoing companionship and complimentary beauty makeovers to women living in senior living communities. She is also a member of International Council on Active Aging® and is a national team coordinator for the Walk to End Alzheimer’s®. Sara has a strong commitment to supporting the next generation of senior living professionals and serves as a mentor, as well as a visiting instructor, at Cornell University.



Jeanne Bliss

Co-Founder, CXPA
President, CustomerBliss

Jeanne Bilss

As the customer leadership executive for five large U.S. market leaders, Jeanne fought valiantly to get the customer on the strategic agenda, redirecting priorities and creating transformational changes to the brands' customer experience.

At Lands' End, Inc. she reported to the company's founder as leader for the Lands' End customer experience. She was Senior Vice President of Franchise Services for Coldwell Banker Corporation. Jeanne served Allstate Corporation as Vice President of Customer Loyalty & Retention. She was Microsoft Corporation's General Manager of Worldwide Customer & Partner Loyalty. At Mazda Motor of America she initiated the brand's retention effort.

After 25 years as the customer experience executive in five major US corporations, Jeanne founded CustomerBliss in order to create clarity and an actionable path for driving profitability through customer focus. Jeanne helps companies transform their thinking by bringing the silo-based operations together to understand the customer perspective. She helps gain consensus on the desired customer experience and required hand-offs for optimum performance. And she coaches leaders to unite their culture by overcoming the issues creating a chasm between themselves and their customers.

Her two best-selling books are "Chief Customer Officer: Getting Past Lip Service to Passionate Action," and "I Love You More than My Dog: Five Decisions that Drive Extreme Customer Loyalty in Good Times and Bad."


Bruce Temkin

Co-Founder, CXPA
Managing Partner, Temkin Group

Bruce Temkin

Bruce is widely viewed as a leading expert in how large organizations build differentiation with customer experience. He has worked with hundreds of large organizations on the business strategies, operational processes, organizational structures, leadership, and culture required to create and sustain superior customer relationships.

During his 12 years with Forrester Research, Bruce led the company's B2B, financial services, and customer experience practices. As a Vice President & Principal Analyst, he was the most-read analyst for 13 consecutive quarters and was one of the most highly demanded consultants and speakers in the industry. Bruce authored many of Forrester's most popular research reports, including "Experience-Based Differentiation" and "The Customer Experience Journey." He is also the creator of Forrester's "Voice of the Customer Award" and Forrester's "Customer Experience Index." Bruce led the creation and updating of many of Forrester's customer experience evaluation methodologies and training workshops.

After leaving Forrester, Bruce founded the Temkin Group, a research and consulting firm. As the Managing Partner, he consults for leading global companies, is a keynote speaker at top industry events, researches customer experience trends, and is the author of Customer Experience Matters – one of the most popular blogs on customer experience. He is also the creator of the "Temkin Experience Index" which rates the customer experience of 100+ large organizations.


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