The CX Foundations

Course Details

The CX Foundations course will introduce you to the basic concepts of Customer Experience and help you understand how they fit together for your organization. From strategy to developing insights and demonstrating results, this course will help you launch CX for you or your organization. You’ll learn the terms, understand the concepts and gain exposure to the variety of skills needed in this profession.

To see the full description for each module, please click the header to expand. 

Customer Experience Strategy

Nancy Hegarty, CCXP
Diane Magers, CCXP

We will begin our five-part course with a closer look at Customer Experience Strategy. This knowledge is critical to being able to articulate an operating plan, investments and tactics across the company. Customer Experience Strategy describes the intended customer experience and its linkage to overall corporate objectives. It is important that this strategy aligns with the organization’s brand values and attributes.

Some of the key areas we’ll address are:

  • Development of “branded” customer experiences
  • Strategy and planning for cross-business-unit efforts to support the organization’s CX strategy
  • CX best practices across industries
  • Internal marketing and communications
  • Associate engagement
  • Business strategy frameworks and planning

Voice of the Customer, Insights and Understanding

Ryan Ogden, CCXP
Judith Ottenstroer, CCXP
Phil Durand

A critical component of Customer Experience is listening to our customers. This module will describe the various methods of gathering insight from customers and then further describe what to do with that information once you have it. From the design and implementation of Voice of the Customer (VoC) programs to analyzing the feedback drawn across sources, it is important to be able to identify customer pain points and opportunities to improve and differentiate.

Some of the key areas we’ll address are:

  • Different approaches to measuring customer experience (e.g. Net Promoter, Satisfaction, etc.)
  • Qualitative and quantitative research methods
  • VoC analytical tools and methodologies
  • Touchpoint mapping

Metrics, Measurement and ROI

Bob Azman, CCXP

It is critical that CX Professionals be able to demonstrate positive business outcomes. This module will help students understand and identify key CX metrics for tracking experience quality, satisfaction and loyalty. We will also address infrastructure and mechanisms to capture CX Data as well as focusing on the right metrics that capture the customer experience.

Some key areas we’ll cover are:

  • Relationship and financial metrics to create an ecosystem of success
  • Key frameworks for measuring digital effectiveness and return on investment (ROI)
  • Experience measurement and research methodologies
  • Finding the balance of qualitative and quantitative metrics

Experience Design and Innovation

Mike Kendall
Dan Afseth

Customer-centered design and innovation is critical for building a thriving business or organization. In fact, stocks of design-leading companies are outperforming the S&P 500 by over 200%. In this module, you will learn powerful principles and tools for Design Thinking and Innovation, plus how to bring them to life in your organization.

Some of the areas to be covered include:

  • Key Experience Design methodologies and mindsets
  • Gaining deep customer empathy and insights
  • Ideating and creating customer-centered solutions
  • Rapid experimentation, prototyping, and customer co-creation
  • Scaling, implementing, and improving designs

Customer-Centric Culture, Organizational Adoption and Governance

Tabitha Dunn, CCXP
Lorraine Schumacher, CCXP

Peter Drucker once said “Culture eats strategy for breakfast.” In this final module we’ll look closely at how you cultivate a customer-focused culture. We’ll address the importance of employee engagement from the front lines to the executive suite. From aligning business goals with customer-focused culture to working across departments and organizations to improve customer-centric culture, this final module will pull together the disciplines and help ensure you have a solid foundation to move ahead.

Some of the key areas we’ll cover are:

  • Best practices for cultivating a customer-focused culture
  • Internal and external marketing, promotion, and communications
  • Employee hiring, training, and coaching
  • Employee engagement strategies
  • Reward and recognition strategies
  • Project management principles
  • Collaboration and relationship management practices
  • Leadership and change management
  • Prioritization process
  • Process management

Course Instructors

Nancy Hegarty Headshot

Nancy Hegarty, CCXP

Assistant Professor, School of Business, Mount Ida College - Nancy experienced early on in her career the true benefits of listening more and talking less - a skill critical in the world of Customer Experience. The rewards this simple mantra can bring, especially when it comes to customers, can be the "gift that keeps on giving".

Currently Nancy is an Assistant Professor in the School of Business at Mount Ida College. Previously, Nancy held a variety of positions including Global Head of Front End Customer Strategy, VP Global Strategy and Business Development, VP Product Development and Management and Controller. At Thomson Reuters she led dozens of global initiatives across all business verticals generating hundreds of Marketing, Product and Sales opportunities. Key to her success was exporting methodologies and processes globally and tailoring them as necessary for local nuances and market differences. Nancy also worked extensively with numerous external firms including McKinsey & Co, Parthenon-EY, Simon-Kucher & Partners, Deloitte, BCG, Corporate Visions and numerous boutique firms. Nancy was instrumental in shepherding the efforts through the organization, ensuring deliverables were achieved, timing was met and budgets were managed.

Judith Ottenstroer Headshot

Judith Ottenstroer, CCXP


Mike Kendall

Mike Kendall

Managing Director, The Customer Lab - Mike Kendall is a global customer experience, design, and innovation leader as well as business coach and speaker. He has created world-class customer loyalty, innovation, engagement, and growth in several industries including finance, tech, and healthcare. In addition to founding The Customer Lab, Mike served as Director of Customer Experience at Capital One where he helped reimagine banking to deliver awesome customer experiences. He co-founded Humana’s award-winning FastStart Lean CX Innovation Lab, led Customer Experience at Intuit, and held several global customer and operations leadership roles at Citigroup. Mike is Managing Director of The Customer Lab, a bespoke consultancy on mission to help organizations thrive through customer-centered design, innovation, delivery, and culture. Mike is also a musician, teaching and performing drumming and percussion worldwide. Mike lives in the Dallas area with his wife and enjoys international travel, cycling, and good food.

Contact Mike:
Twitter: @DelightApostle
LinkedIn: mikekendall

The Customer Lab:
Twitter: @TheCXLab

Lorraine Schumacher

Lorraine Schumacher, CCXP

Director of Marketing Transformation & Capabilities, Verizon - 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.


Diane Magers, CCXP

CEO, Customer Experience Professionals Association - Diane is a passionate, experienced Customer Experience executive, change agent and sherpa for new and developing customer-obsessed leaders. With over 25 years of Customer Experience leadership with brands like AT&T and Sysco, Diane has led transformations to embed customer and employee engagement with definable business benefit. In 2011, she founded Customer Experience Catalysts as a consultancy and thought leader for organizations who were launching or progressing customer and employee experience to grow their brand value. She is a Certified Customer Experience Professional (CCXP), a CXPA CX Expert, and NPS, and is Voice of Customer and Customer Experience Management certified.

Phil Durand

Phil Durand

Director, Customer Experience Management, Confirmit - Phil has worked in customer experience measurement for twenty years. In his role at Confirmit, he works closely with customers to help define and design global Voice of the Customer programmes that deliver business change. He firmly believes that insight is only important when a business focuses on what it means, why it matters – and crucially – what they’re going to do about it.

His real enthusiasm has always been for the creation of engaging programmes that motivate a business to improve.  This is about creating a competitive advantage while staying true to the customer voices heard. He has taken roles on both the agency and client-side, developing and managing large, multi-national programmes across a range of industries including travel & tourism, automotive, utilities, finance and telecoms.

Dan Afseth

Dan Afseth

Senior Director of Operations, Conifer Health Solutions - Dan Afseth (@dafseth) is an executive with expertise in customer experience, innovation, leadership development and executive coaching. He has a strong record of achieving outstanding results in software, healthcare and manufacturing through innovative growth strategies, flawless execution, and high performing teams. As Senior Director of Operations at Conifer Health Solutions, Dan has been a key driver in redesigning patient experiences throughout the hospital revenue cycle management system. Dan’s past experience includes leading one of Intuit’s flagship tax software development organizations, Vice President of Customer Operations at Concentra, as well as Customer Experience and Business Excellence Leader at Intuit. Dan has lived in the DFW area since 2007 and enjoys traveling.  

Ryan Ogden Headshot

Ryan Ogden, CCXP


Bob Azman

Bob Azman, CCXP

Vice President, Traveler Services Americas - Carlson Wagonlit Travel - Bobbrings 35 years of business and service operation leadership to this role as well as a sought after expertise in improving the customer experience. Most recently, Bob was Chief Experience Officer for Avtex Consulting Solutions where he consulted with companies in a variety of industries on developing and implementing strategies to improve their overall customer experience and service operations.

Prior to his role with Avtex, Bob held executive positions at Thomson Reuters, Ceridian and Deluxe Corporation. He managed global customer service and technical support organizations as well as software implementation and training and development functions worldwide.

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 and is a frequent industry conference speaker on the subject of developing effective customer experience and service strategies.

Tabitha Dunn

Tabitha Dunn, CCXP

Vice President of Customer Experience, Concur Technologies, an SAP company - Tabitha Dunn currently serves as the Vice President of Customer Experience at Concur Technologies, an SAP company. In this role, she leads the efforts on building out the customer experience (CX) strategy, the roadmap for driving CX improvements in all six CX disciplines and she is responsible for the centralized CX programs such as the Net Promoter Score customer listening program and the journey mapping center of excellence. Prior to joining Concur, Tabitha built and led the Customer Insights practice for Citrix as the Managing Director of Customer Insights and developed the CX programs for the Healthcare division of Philips as the Global Director of Customer Experience. With 15+ years of experience in the CX field, Tabitha also serves on the Board of Directors for the Customer Experience Professionals Association and is a Certified Customer Experience Professional (CCXP).