Dave Lewan Email Address

CRO, Senior Vice President of Sales, Entrepreneur

Here at ForeSee, we often get asked for a quick elevator pitch on why improving the customer experience is the greatest competitive weapon retailers have in their arsenal. Watch ForeSee VP of Retail Sales Dan Chester do just that in this interview with BloomReach.

I’m a senior executive and leader focused on leveraging customer experience to drive desired business outcomes. I work directly with leaders and practitioners to not only configure the right experience management technology platforms, but to ensure those platforms are effective for the organization. The Customer Experience or "CX" space has evolved much like ERP, Supply Chain, Customer Relationship Management (CRM). The industry has reached a maturity level that many of the vendor solutions are on par with the others. With that parity in the market, it is difficult for leaders to understand what is the best fit for their organization and meets the organization's needs today and for the future. I'm passionate about ensuring those decisions are made with all the cards face-up, that vendors have been grilled to the appropriate levels and the decision of what "software" to buy is just the start; and NOT the end. With a broader perspective, experience management or XM attempts to leverage the idea of "Stakeholder Theory" ensuring organizations not only realize the obvious value of the customer, but also extending to the employee experience, product, brand, vendors ie. all the groups that come in contact or interact with customers and potential customers. Industry analysts have been sharing stats for nearly 10 years on the importance of "Great CX". But after years of bombarding all of us as consumers with surveys and requests for feedback, the results are spotty at best. The reason? Well, the reality is many organizations have invested on the front-end...the software acquisition. But failed when it came to aligning XM strategy with design, using the proper measurements for the right channel ie. NPS v. CSAT v. CES, not understanding that ONE SIZE DOES NOT FIT ALL when it comes to "Great CX" and persona development and journey mapping was either omitted from the process or sits on a shelf years after a series of workshops were held. Organizations are unsure as to HOW to socialize CX data. The lonely CX Champion shares CSAT or NPS data in a way that assumes everyone attended CX University, when the reality is executives and other stakeholders don't "speak" CX. Experience management leaders need to know how to translate that data to business intelligence for people at all levels. It's not easy, but done right, Great CX WILL drive outcomes for sales, service, ops in the form of new and expanded revenue streams, churn reduction and loyalty. If you're at this point of my ABOUT section, thanks and let's talk. It takes a Village! -Dave Lewan