Meet the Authors

CXPA CX Book of Knowledge - Part I: Customer Insights and Understanding


Authors
Alicia Freites, CCXP (Canada)
Erna Alfred Liousas, CCXP (United States)
Esther Mustow (United Kingdom)
Rajith Nair, CCXP (India)
Jerry Pasierb, CCXP (United States)
Karen Riordan (United States)
Mike Wittenstein (United States)
Aileen Zink, CCXP (United States)
Desert Financial Credit Union
CCXP
Author
Scotiabank
Author
U*REALIZED
CCXP
Author
Getronics
CCXP
Author
Lenovo
CCXP
Author
KSLA
Author
Storyminers
Author
CCXP
Author

Part I: Customer Insights and Understanding Reviewers

Julia Ahlfeldt, CCXP (South Africa)
Han-Thijs de Senerpont Domis, CCXP (Netherlands)
Tabitha Dunn, CCXP (United States)
Katie Fay (United States)
Diane S. Hopkins (United States)
Brian S. Lunde, CCXP (United States)
Desirree Madison-Biggs (United States)
Mark Slatin, CCXP (United States)
Mike Wittenstein (United States

CXPA CX Book of Knowledge - Part II: Customer Experience Strategy

Authors
Ashima Bhagat (India)
DeAnn Campbell (United States)
Sophia Frey, CCXP (Canada)
Marc Karschies, CCXP (United Arab Emirates)
Jennifer Koffie (United States)
Larry Leung (Canada)
Cathy Lipop, CCXP (United States)
Rania Mehwi, CCXP (United Arab Emirates)
Victor Musiwa, CCXP (Namibia)
Ahmad Samir (Egypt)
Lancelot Sequeira (United Arab Emirates)
Matteo Todesco (Italy)
Author
UPS
Author
Author
KCA Consultants
CCXP
Author
Transformidy
Author
KCA Consultants
CCXP
Author
Seddiqi Holding
Author
ATB Financial
CCXP
Author
RelentlessCX
CCXP
Author

Part II: Customer Experience Strategy Reviewers


Nancy Porte, CCXP (United States)
Rekha Weerasooriya (Sri Lanka)

CXPA CX Book of Knowledge - Part III: Metrics, Measurement & ROI


Authors
Dragana Crevar (United States)
Venkata Dasari, CCXP (United States)
Heather Gillbanks, CCXP (United States)
Greg Kihlstrom (United States)
Suzanne Kinney, CCXP (United States)
Howard Lax (United States)
Muneer Mubashir (United States)
Mark Ratekin, CCXP (United States)
Karan Thaker, CCXP (Canada)
Seagate Technologies
Author
The Agile Brand
Author
Herff Jones
CCXP
Author
Author
Northwestern Mutual
Author
Forsta
CCXP
Author
Xmata
Author
Travelers
CCXP
Author
Talcollab
CCXP
Author

Part III: Metrics, Measurement & ROI Reviewers


Han-Thijs de Senerpont Domis, CCXP (Netherlands)
Katie Fay (United States)
Brian S. Lunde, CCXP (United States)

CXPA CX Book of Knowledge - Part IV: Experience Design, Improvement, & Innovation


Authors
Catherine Gauthier, CCXP (Canada)
Akisia Grigsby (United States)
Ray Killebrew (United States)
Diane Magers, CCXP (United States)
Dave Seaton, CCXP (United States)
ManagingCX Pty Ltd
CCXP
Author
Macquarium, Inc.
Author
Enghouse Systems Ltd
CCXP
Author
Merrill Edge
Author
Wow Moments!
CCXP
Author
Toronto Transit Commission
Author
Upwork
CCXP
Author
EY GDS
CCXP
Author
CX Pro
Author
Interface&Co
CCXP
Author
Seaton CX
CCXP
Author
Experience Catalysts
CCXP
Author
CX Pro
Author

Part IV: Experience Design, Improvement, & Innovation Reviewers


Julia Ahlfeldt, CCXP (South Africa)
Laura M. Casey (United States)
Olivia Kosasih (Australia)
Mosun Shasore, CCXP (Nigeria)
Daithza (Dee) Tacchino (Canada)

CXPA CX Book of Knowledge - Part V: Culture and Accountability Authors


Authors
Teena Kurian, CCXP (India)
Jeff Lojko (United States)
Marc Mandel, CCXP (United States)
Christopher Miller, CCXP (Canada)
Nancy Ortenburg (Canada)
Michelle Sawa, CCXP (United States)
Brett Sharp (United States)
Anita Siassios, CCXP (Australia)
Patty Soltis, CCXP (United States)
ManagingCX Pty Ltd
CCXP
Author
Macquarium, Inc.
Author
Enghouse Systems Ltd
CCXP
Author
Merrill Edge
Author
Wow Moments!
CCXP
Author
Toronto Transit Commission
Author
Upwork
CCXP
Author
EY GDS
CCXP
Author

Part V: Culture and Accountability Reviewers


Scott Gilbey, CCXP (United States)
Greg Kihlstrom (United States)
Olivia Kosasih ( (Australia)
Katerina Mavrou, CCXP (Greece)
Susie Myers (United States)
Claire Nijnens, CCXP (Netherlands)

Effective Collaboration Between CX and Marketing: A Guide to Strengthening CX Together


This monograph focuses on the roles and responsibilities of the marketing department, outlining how CX professionals can work more effectively with their marketing counterparts to achieve business and customer goals. The book outlines common department structures, business challenges, and success metrics for marketing, and explains strategies and tactics CX professionals can use to improve collaboration and achieve shared goals and objectives in improving customer experiences and generating better business outcomes.

Authors:
Kimberly Brennan, CCXP, Sr. Director, Customer Experience Digital Strategy, Navitus Health Solutions (United States)
Swapna Ketcham, VoC Program Manager, Daimler Truck North America (United States)
Ashley Lickenbrock, CCXP, North America CX Strategy Lead for Strategic Partners, Bayer Crop Science (United States)
Meka Omeh, Customer Care Supervisor, AT&T (Czechia)

Peer Reviewers:
Joel Block, CCXP, Director, Customer Experience, ProAg (United States)
Jeffrey A. Hursey, CCXP, Contact Center Technical Solutions Architect, Cisco Systems, Inc. (United States)
Katerina Mavrou, CCXP, Managing Director, PRC Group (Greece)
Shawn Silzer, CCXP, Principal, CLCG Enterprises (Canada)
Mosun Shasore, MBA, BSP, CCXP, Chief Impact Officer, Quramo Advisory (Nigeria)
Michelle Spaul, Customer Experience Consultant, DeltaSwan (United Kingdom)

Effective Collaboration Between CX and Finance: A Guide to Strengthening CX Together


This monograph focuses on the roles and responsibilities of the finance department, outlining how CX professionals can work more effectively with their finance teams to achieve business and customer goals. The book outlines common department structures, business challenges, and success metrics for finance, and explains strategies and tactics CX professionals can use to improve collaboration and achieve shared goals and objectives in improving customer experiences and generating better business outcomes.

Authors:
Andrea Linares Bracamonte, Director of Business Finance, Clientrika (Lima, Peru)
Sebastien Munar, CCXP, Managing Director & Founder, Clientrika (Lima, Peru)

Peer Reviewers:
Laura Marie Casey, Assistant Manager, CX Strategy & Insights, General Motors (Novi, MI, U.S.)
Louis Chan, CCXP, Project Director, Customer Experience, Ipsos (Hong Kong)
Venkata Krishna Dasari, CCXP, Founder, Talcollab, Inc (San Ramon, CA, U.S.)
Alicia Freites, CCXP, Founder & Principal Consultant, Customer Experience Connector (Toronto, ON, Canada)
Krisztina Kanizsai, CCXP, Chief Design Officer, Zoosh Group (Budapest, Hungary)
Jennie McLaughlin, CCXP, Founder & Chief Purpose Officer, Purpose Led Transformation (Melbourne, Australia)
Erin Siemion, CCXP, Sr. Account Manager, Payveris (Scranton, PA, U.S.)
Michelle Spaul, Customer Experience Consultant, DeltaSwan (Derby, U.K.)
Brad Smith, CCXP, President and Founder, Vector Business Navigation (Irvine, CA, U.S.)
Kristina Zeitvogel, CCXP, Manager of Customer Intelligence, Parker Hannifin (Cleveland, OH, U.S.)

Effective Collaboration Between CX and Sales, Account Management, and Customer Success: A Guide to Strengthening CX Together


This monograph focuses on the roles and responsibilities of the sales, account management, and customer success departments, outlining how CX professionals can work more effectively with these teams to achieve business and customer goals. The book outlines common department structures, business challenges, and success metrics for these departments, and explains strategies and tactics CX professionals can use to improve collaboration and achieve shared goals and objectives in improving customer experiences and generating better business outcomes.

Authors:
Alicia Freites, CCXP, Founder & Principal Consultant, Customer Experience Connector (Toronto, ON, Canada)
Kristina Zeitvogel, CCXP, Manager of Customer Intelligence, Parker Hannifin (Cleveland, OH, U.S.)

Peer Reviewers:

Laura Marie Casey, Assistant Manager, CX Strategy & Insights, General Motors (Novi, MI, U.S.)
Louis Chan, CCXP, Project Director, Customer Experience, Ipsos (Hong Kong)
Jennie McLaughlin, CCXP, Founder & Chief Purpose Officer, Purpose Led Transformation (Melbourne, Australia)
Sebastien Munar, CCXP, Managing Director & Founder, Clientrika (Lima, Peru)
Erin Siemion, CCXP, Sr. Account Manager, Payveris (Scranton, PA, U.S.)
Michelle Spaul, Customer Experience Consultant, DeltaSwan (Derby, U.K.)
Brad Smith, CCXP, President and Founder, Vector Business Navigation (Irvine, CA, U.S.)

Effective Collaboration Between CX and Operations: A Guide to Strengthening CX Together


This monograph focuses on the roles and responsibilities of the Operations department, outlining how CX professionals can work more effectively with their Operations teams to achieve business and customer goals. The book outlines common department structures, business challenges, and success metrics for Operations, and explains strategies and tactics CX professionals can use to improve collaboration and achieve shared goals and objectives in improving customer experiences and generating better business outcomes.

Authors:
Marina Ballester, CCXP, Customer & Partner Experience Director, Loja Integrada (Brazil)
Anthony Bannister, CCXP, Project Manager-CX Consultant, Caterpillar, Inc (United States)
Younis Barakat, Customer Experience, Saudi Airlines (Saudi Arabia)
Ragna Ghoreishi, CCXP, Global Client Experience Leader, Digital Sales & Commercial, IBM (Austria)
Kylie Green, Corporate Customer Experience Coordinator, Logan City Council (Australia)
Danielle Grehan, Head of Sales, Care, and Experience, GigaComm (Australia)
Leslie Flack, Project Manager, Rainforest (Malaysia)
Jennifer MacDonald, CCXP, Director, NPS Center of Excellence, Manulife (Canada)
Mumbi Odame, CCXP, Head of CX & Design, Rand Merchant Bank (South Africa)
Anita Siassios, CCXP, Managing Director, ManagingCX (Australia)
Rachel Siegle, CCXP, CX Consultant, Caterpillar, Inc (United States)

Peer Reviewers:

Louis Chan, CCXP, Project Director, Customer Experience, Ipsos (Hong Kong)
Andrew R. Cupelo, Customer Success Manager, Feefo (United States)
Michelle Morris, CCXP, CX Program Manager, Verizon Connect (United States)
Mark Ratekin, CCXP, Principal Consultant, Global CX Consulting, Forsta (United States)
Amanda Riches, CCXP, Senior Director, Medallia (United Kingdom)
Mark Slatin, CCXP, Independent Consultant, Empowered CX, (United States)

Effective Collaboration Between CX and Customer Service: A Guide to Strengthening CX Together


This monograph focuses on the roles and responsibilities of the customer service department, outlining how CX professionals can work more effectively with their customer service teams to achieve business and customer goals. The book outlines common department structures, business challenges, and success metrics for customer service departments, and explains strategies and tactics CX professionals can use to improve collaboration and achieve shared goals and objectives in improving customer experiences and generating better business outcomes.

Authors:
Leslie Flack, Project Manager, Rainforest (Malaysia)
Ragna Ghoreishi, CCXP, Global Client Experience Leader, Digital Sales & Commercial, IBM (Austria)
Kylie Green, Corporate Customer Experience Coordinator, Logan City Council (Australia)
Mumbi Odame, CCXP, Head of CX & Design, Rand Merchant Bank (South Africa)
Magda Prada, CCXP, CX Marketing Manager, Weir Minerals (Australia)
Rosaria Cirillo Louwman CCXP, Founder & CEXP Consultant, Wow Now (Netherlands)


Peer Reviewers:
Ashutosh Anil, Director, Client Experience, Technical Safety BC (Canada)
Laura Marie Casey, Assistant Manager, CX Strategy & Insights, General Motors (United States)
Louis Chan, CCXP, Project Director, Customer Experience, Ipsos (Hong Kong)
Ahmed El Badawi, CCXP, VP, Head of Experience Design, Riyad Bank (Saudi Arabia)
Barbie Fink, CCXP, CX Professional, Retired—Formerly Adobe (United States)
Carolyn Klinger, CCXP, Director, Market Intelligence, Affinity (United States)
Stephanie Linville, CCXP, Director, Customer Digital Delivery, CNO Financial Group (United States)
Katerina Mavrou, CCXP, Managing Director, PRC Group (Greece)
Claire Nijnens, CCXP, CX Management Consultant, DLL Group (Netherlands)
Han-Thijs de Senerpont Domis, CCXP, Sr. Data Scientist, Centraal Beheer (Netherlands)
Anita Siassios, CCXP, Managing Director, ManagingCX (Australia)
Erin Siemion, CCXP, Sr. Account Manager, Payveris (United States)
Mosun Shasore, MBA, BSP, CCXP, Chief Impact Officer, Quramo Advisory (Nigeria)
Shawn Silzer, CCXP, Principal, CLCG Enterprises (Canada)
Brad Smith, CCXP, President and Founder, Vector Business Navigation (United States)
Yuliya Tokar, CCXP, CX Business Analyst, JATO Dynamics Limited (Ukraine)
Linda Tucker, CCXP, CX Professional, Retired—Formerly Bayer Crop Science (United States)
Jen Wood, CCXP, Sr. Manager, Customer Success, Softchoice (Canada)

Effective Collaboration Between CX and IT: A Guide to Strengthening CX Together


This monograph focuses on the roles and responsibilities of the IT department, outlining how CX professionals can work more effectively with their IT teams to achieve business and customer goals. The book outlines common department structures, business challenges, and success metrics for IT departments, and explains strategies and tactics CX professionals can use to improve collaboration and achieve shared goals and objectives in improving customer experiences and generating better business outcomes.

Authors:
Faith Borst, Sr. Technical Support Manager, Service Center, Data Recognition Corporation (United States)
William Mulhern, CCXP, Freelance CX Professional (Belgium)
Porsche Williams, CCXP (United States)

Peer Reviewers:
Joel Block, CCXP, Director, Customer Experience, ProAg (United States)
Jeffrey A. Hursey, CCXP, Contact Center Technical Solutions Architect, Cisco Systems, Inc. (United States)
Carolyn Klinger, CCXP, Director, Market Intelligence, Affinity (United States)
Diane Magers, CCXP, Founder & CEO, Experience Catalysts (United States)
Meka Omeh, Customer Care Supervisor, AT&T (Czechia)
Han-Thijs de Senerpont Domis, CCXP, Sr. Data Scientist, Achmea (Netherlands)
Mosun Shasore, CCXP, Founder, Quramo Advisory (Nigeria)
Michelle Spaul, Customer Experience Consultant, DeltaSwan (Derby, U.K.)
Jen Wood, CCXP, Sr. Manager, Customer Success, Softchoice (Canada)

Effective Collaboration Between CX and the C-Suite: A Guide to Strengthening CX Together


This monograph focuses on the roles and responsibilities of the C-Suite, outlining how CX professionals can work more effectively with their leaders to achieve business and customer goals. The book outlines common titles, business challenges, and success metrics for C-level leaders, and explains strategies and tactics CX professionals can use to improve collaboration and achieve shared goals and objectives in improving customer experiences and generating better business outcomes.

Authors:
Joel Block, CCXP, Director, Customer Experience, ProAg (United States)
Kimberly Brennan, CCXP, Sr. Director, Customer Experience Digital Strategy, Navitus Health Solutions (United States)
Enrique Gomez, CCXP, Principal XP South EMEA, Medallia (Spain)
Swapna Ketcham, VoC Program Manager, Daimler Truck North America (United States)
Meka Omeh, Customer Care Supervisor, AT&T (Czechia)

Peer Reviewers:
Joel Block, CCXP, Director, Customer Experience, ProAg (United States)
Jeffrey A. Hursey, CCXP, Contact Center Technical Solutions Architect, Cisco Systems, Inc. (United States)
Meka Omeh, Customer Care Supervisor, AT&T (Czechia)
Shawn Silzer, CCXP, Principal, CLCG Enterprises (Canada)
Mosun Shasore, MBA, BSP, CCXP, Chief Impact Officer, Quramo Advisory (Nigeria)
Mark Slatin, CCXP, Independent Consultant, Empowered CX, (United States)
Michelle Spaul, Customer Experience Consultant, DeltaSwan (Derby, U.K.)
Linda Tucker, CCXP, CX Professional, Retired—Formerly Bayer Crop Science (United States)
Jen Wood, CCXP, Sr. Manager, Customer Success, Softchoice (Canada)

Establishing Effective Governance and Sponsorship: A Guide to Strengthening CX Together


This monograph focuses on strategies and tactics that CX professionals can use to achieve greater organizational accountability for its CX transformation efforts. Key areas of focus include establishing authority for decision-making, allocation and management of resources, executive sponsorship, and the customer experience team's role in supporting these areas.

Author:
Michelle Spaul, Customer Experience Consultant, DeltaSwan (Derby, U.K.)

Peer Reviewers:
Enrique Gómez Alonso, CCXP, Principal XP South EMEA, Medallia (Madrid, Spain)
Louis Chan, CCXP, Project Director, Customer Experience, Ipsos (Hong Kong)
Tabitha Dunn, CCXP, Chief Customer Officer, Ericsson (Bellevue, WA, U.S.)
Alicia Freites, CCXP, Founder & Principal Consultant, Customer Experience Connector (Toronto, ON, Canada)
William Mulhern, CCXP, Freelance (Brussels, Belgium)
Sebastien Munar, CCXP, Managing Director & Founder, Clientrika (Lima, Peru)
Brad Smith, CCXP, President and Founder, Vector Business Navigation (Irvine, CA, U.S.)
Kristina Zeitvogel, CCXP, Manager of Customer Intelligence, Parker Hannifin (Cleveland, OH, U.S.)

Effective Collaboration Between CX and Product Development & Design: A Guide to Strengthening CX Together


This monograph focuses on the roles and responsibilities of the product development and design department, outlining how CX professionals can work more effectively with their product counterparts to achieve business and customer goals. The book outlines common department structures, business challenges, and success metrics for product development and design, and explains strategies and tactics CX professionals can use to improve collaboration and achieve shared goals and objectives in improving customer experiences and generating better business outcomes.

Authors:
Shelly Chandler, CCXP (United States)
Kerri Humphrey (Canada)
Melanie Long (United States)

Peer Reviewers:
Dr. Ghizlane Arifine (Switzerland)
Carlee Baxter, CCXP (Australia)
Gale DeArmin (United States)
Vaishali Dialani, CCXP (United Arab Emirates)
Marineuza Dias (Portugal)
Katie Fay, CCXP (United States)
Mandi Lu, CCXP (United States)
Rick Malsch, CCXP (United States)
Jay Rankin (United States)
Tom Shimko (United States)
Ian Stokol, CCXP (Australia)
Gitana Velickaite-Remeikiene, CCXP (Lithuania)
Vince Weseli, CCXP (United States)
Lawrence Williams, PH.D., CCXP (Canada)
Jessica Zeroual, CCXP (United States)

Effective Collaboration between CX and Data Owners: A Guide to Strengthening CX Together


This monograph provides a framework for working with data owners, data stewards, and data custodians within an organization, providing tips on how CX professionals and teams can work with a variety of data-related roles within an organization to ensure all data users have access to quality data as well as meet the strategic and operational objectives of the business.

Authors:
Dr. Ghizlane Arifine (Switzerland)
Gale DeArmin (United States)
Rick Malsch, CCXP (United States)
Ian Stokol, CCXP (Australia)
Jessica Zeroual, CCP (United States)
Vince Weseli, CCXP (United States)

Peer Reviewers:
Nick Lygo-Baker, CCXP (United States)
Hay Rankin (United States)
Melissa Riley (Australia)
Anita Siassios, CCXP (Australia)
Lawrence Williams, PH.D., CCXP (Canada)

Effective Collaboration between CX and Business Improvement: A Guide to Strengthening CX Together


This monograph focuses on the roles and responsibilities of the business improvement team, outlining how CX professionals can work more effectively with their counterparts to achieve business and customer goals. The book outlines common department structures, business challenges, and success metrics for business improvement, examines the role of CX in Lean Six Sigma and Agile, and explains strategies and tactics CX professionals can use to improve collaboration and achieve shared goals and objectives in improving customer experiences and generating better business outcomes.

Authors:
Marineuza Dias (Portugal)
Mandi Lu, CCXP (United States)
Jay Rankin (United States)
Tom Shimko (United States)
Gitana Velickaite-Remeikiene, CCXP (Lithuania)


Peer Reviewers:
Shelly Chandler, CCXP (United States)
Vaishali Dialani, CCXP (United Arab Emirates)
Kerri Humphrey (Canada)
Melanie Long (United States)
Deb MacKay, CCXP (United States)
Shawn Silzer, CCXP (Canada)
Lawrence Williams, PH.D., CCXP (Canada)

Building Diversity, Equity, and Inclusiveness into a Customer Experience Ecosystem


Although multiple business-focused DEI publications exist, none focused on CX. This book seeks to fill that gap and provides a resource for businesses and individuals looking to build stronger relationships with their customers and employees.  A diverse cross-section of customer experience professionals from around the world created this resource built around CXPA's CX Competency framework to help you make the case for developing strategies to deploy within your CX initiatives to incorporate diversity, equity, and inclusiveness into a customer experience ecosystem.


Authors/Researchers:
Shiney James
Igor Kruitkov
Elizabeth Nicoll, CCXP
Eldon Phukuile
Gabe Smith, CCXP
Sonia Zavala

Researcher:
Chris Zepeda, CCXP

Peer Reviewers:
Judith Ottenstroer, CCXP
Lynne Pederson
Patricia van Oosterhout, CCXP
Serena Riley, CCXP
Sue Duris, CCXP