Our Mission: Relentless Customer Focus

Customer centricity is one of the most prominent areas of lip service and corporate self-assessments that don’t match customers’ reality. The Customer Institute provides an independent view of such realities and help holding organizations accountable and honest in their commitment to customer centricity.

The Customer Institute not only certifies the degree of customer centricity of organizations around the world. We also develop the tools, methods and approaches such organizations can apply to advance their level of customer focus and create an ever-improving customer experience.

Who we are

The Customer Institute is an independent not for profit organization. Experts, practitioners, authors, and educators from the field of customer centricity make up our board of directors as well as the much larger group of contributors to our research and tool development.

Our global presence provides for a non-biased view of customer centricity and excellence in customer experience. We incorporate the latest in best practices from around the globe in our certification programs and tool recommendations.

Relentless Customer Focus

Our certifications help organizations worldwide to assess and communicate their level of customer centricity. Based on the thorough assessment performed by one of our authorized partners around the world, organizations gain either silver, gold, or platinum certification for their customer centricity.

The customer centricity assessment considers all aspects of customer centricity, from strategy to culture, from organizational implementation to process implementation. The assessment results are an invaluable source of insight for every organization in their quest to further improve their customers’ experience.

Our tools and methods help organizations to more effectively and efficiently listen to customer feedback and draw the necessary conclusions for future experience improvements from such feedback. Our research around the permanent improvement of voice-of-the-customer programs are an important industry contribution to the global advancement of customer experiences.

Leadership Team

The Customer Institute’s leadership team brings together thought leaders, lecturers, innovators, consultants, and practitioners from all fields of customer centricity. Our board of directors is second to none in its combined expertise and span across experience champions from around the globe.

Our global representations ensures the constant focus on industry best practices from the B2B, B2C, as well as the public sector. Certifications by the Customer Institute are performed by a review board consisting of members of our board of directors.

Stefan Osthaus
experience 5

CX & EX Thought Leader
Experience & Contact Center Executive
Strategy Consultant
Keynote Speaker

Stefan has 15 years of experience as a Fortune 500 leader. Responsible for tens of millions of customers’ experiences and thousands of employees’ experience, Stefan has built his career on dramatic CX improvements (specifically, that’s +30 NPS points) and on work-life balance. He intimately understands the connection between a comfortable employee and a productive one. From Dusseldorf, Germany, Stefan helps leaders around the world to consider their CX and EX practices as two sides of the same coin for better business results and better word of mouth.

Genevieve Bruketa‐Baskovic
Executive Director Certification
Clara Solutions

Customer Centric Leader
Creative Global Change & Transformation Specialist
Trainer and Facilitator in the CX and Programme Management Disciplines

Genevieve is an academically trained practitioner in Project and Programme Management and also holds a number of globally recognised professional qualifications in this discipline. Her career, far from being a straight line, has taken her from lecturing French at the University of Bradford and University of Leeds, to supporting rural development projects in Ghana for the Kwame Nkrumah University of Science and Technology, to setting up her own UK based art studio as a ceramicist and jewellery maker before embracing a new career path in project, programme and change management.
Over almost two decades, Genevieve has successfully led multi-cultural and cross-functional teams to deliver complex change and global transformation initiatives in the private, public and third sectors.
Building upon her varied life experiences, relentless people orientation, and determination to do the right thing in the right way, Genevieve, now based in Leeds, invites leaders and teams to take a holistic approach to translating business strategies into engaging and executable visions and missions. Her creativity and ability to design clear solutions engages employees’ heads and hearts and drive a collective urgency to deliver tangible outcomes that evolve customers’ experiences while creating business value and growth.

Ian Golding
Executive Director & Ambassador
Customer Experience Consultancy

Blogger, Author & Keynote Speaker
Professional CX Trainer
Measurement Expert
Process Improvement Specialist

Ian, is a Certified Customer Experience Professional and Customer Experience Specialist. A certified Lean Six Sigma Master Black Belt, Ian has spent over twenty years in business improvement, working hard to ensure that the businesses he works for are as customer focused as possible. Based outside of London, Ian lectures worldwide and is a workshop rock star when it comes to teaching the basics of Customer Experience.Over almost two decades, Genevieve has successfully led multi-cultural and cross-functional teams to deliver complex change and global transformation initiatives in the private, public and third sectors.
Building upon her varied life experiences, relentless people orientation, and determination to do the right thing in the right way, Genevieve, now based in Leeds, invites leaders and teams to take a holistic approach to translating business strategies into engaging and executable visions and missions. Her creativity and ability to design clear solutions engages employees’ heads and hearts and drive a collective urgency to deliver tangible outcomes that evolve customers’ experiences while creating business value and growth.

Hassan Mohammad
Executive Director Business Development
Multifarious Experience

CXPA Recognised Training Provider
CX 30 Under 30
Service Design Facilitator

Hassan is the founder and CEO of Multifarious Experience, a CX and Innovation consultancy with roots in the UK and Saudi Arabia. He is a CCXP – Certified Customer Experience Professional and a CXPA (Customer Experience Professionals’ association) Recognised Trainer Provider (RTP). He has also been nominated as a rising 30under30 CX superstar by CX Network. 
Hassan works at the forefront of innovation and has developed his approach over 8 years working with organisations internationally ie UK and the Middle East across sectors such as Healthcare, Insurance, Engineering and the public sector. He is a passionate advocate of using cross-cultural collaboration to co-design innovative experiences with customers and employees and building capacity within organisations for CX, design and innovation.

Olga Potaptseva
Founding Director
European Customer Consultancy

Olga is an international CX professional with 17 years experience, working across multiple industries in North America, Europe, Far East and Middle East. Her focus is on ensuring in-depth customer understanding drives tangible business results. In her company, European Customer Consultancy, she developed a CX Implementation and Management Toolkit that allows her clients to achieve results from their CX programs 3-4 times faster. Thought leader, speaker and author, Olga is a regular judge at the CX Awards and in 2019 she has been named amongst Top 25 CX Influencers. 


Olivier Mourrieras
CEO CX Impact

Olivier is as passionate about customers as he is driven toward results. The customer experience radical change plans that he led as executive at Orange and E.ON for over 12 years achieved spectacular customer results (average +10 points NPS per year). These plans are  used as case studies by leading consultancy and analysts firms. Holding executive positions at Orange and E.ON helped him develop his customer operations skills with ‘practical inspiration.’ Olivier provides through Paris-based CX-Impact, personalized advice and coaching support for leaders who want to start, accelerate or reboot their customer experience strategies. That covers the overall orchestration of a management system and goes from mobilizing the organisation and creating a coalition around the opportunity, to understanding what capabilities are required, how to fill the gaps and measure success. Olivier’s credibility and rare energy levels help leaders and board members stay confident and relentlessly focused on the desired outcomes despite the odd resistance to change!

Mike Wittenstein
CEO Storyminers

Mike has over 30,000 hours of experience helping leaders tackle tough, high-stakes problems. His 500+ clients claim over $1.6 billion in added sales, reduced expenses, and new sources of revenue. Through StoryMiners (established in 2002), Mike helps clients clearly articulate their future-state customer experiences. He brings story, design thinking, journey mapping, and the latest technologies to identify what’s feasible and profitable—and the best ways to get the work done. He served as IBM Global Services’ eVisionary and started their first customer experience practice. Mike is based in Atlanta, USA, home to the 1996 Olympic Games. He works in English, Portuguese, Spanish, and Russian and has experience in over 100 cities in 26 countries. Mike has earned these top-tier designations: CCXP (customer experience), CSP (speaking), CMC (consulting), and an MBA. StoryMiners’ helps retailers, hospitality/travel firms, technology companies, and professional services firms such as: Barnes & Noble, Chick-fil-A, Holiday Inn, Delta, TELUS, Beeline, Adobe, IBM, SAP, LPL Financial, Jefferson National; plus many mid-market, game-changing brands.

Aimal Khan
Advisor CX

Aimal Khan is a Certified Experience Economy Expert, Six Sigma Green Belt and Strategic Pyramids Professional with over 19 years of cross-industry experience, he worked in Management Consulting, Sales, Delivery and Solutions. Over the years working extensively with clients he evolved professionally by developing niche expertise blending best of both worlds Customer Experience and Data Analytics. He has the unique ability to adopt a holistic approach across the value chain and key data points focusing on the right people, right processes, the right culture, right tools, and right use cases maximizing value generation, customer-centric innovation, and business growth.

Desirree Madison-Biggs
CX Design & VoC Programs

Andrea Saitta
CX & Commercial Excellence Director
Air Liquide

Nearly 20 years experience within chemical, manufacturing and healthcare large organizations (Stoxx Eu 50) always with growing responsibilities up to General Mgmt position. During the last three years fully dedicated to think, design and implement an extensive CX mindset transformation within the European Industrial Merchant Business line at Air Liquide (23 countries, 7500+ employees, 500.000+ customers, BtB-BtBtC-BtC channels, 2+ bn€ turnover). Sound organization, governance, tools, metrics linked to financial impacts the key ingredients for a significant step up.

Committed on execution and getting things done always keeping CX and EX as first priority.

Jaap Wilms
CEO Wilms & co

Jaap Wilms consults and supports international companies and especially CX Programme Managers in bringing their VOC, CX and NPS Programmes to the next level. With 20 years of international experience in CX, he e.g. designed and ran best-in-class NPS Programmes in several countries in Europe and Asia. With this real-life leading corporate experience, combined with a broad and in-depth expertise and his original, energetic thinking he is sure to inspire, challenge and support you.

Jaap is a Certified Customer Experience Professional (CCXP, GlobalCEM, SMX), a frequently asked speaker, a guest lecturer at universities on CX and Strategic Innovation, and holds an off-beat degree in Iconology. Most important, he loves anchovies, roquefort and coffee (though not mixed).

Michael Karchov
Managing Partner
Entrespace Group

Dr. Michael Karchov is a recognized business design innovation leader, specializing in business consulting, customer value analysis and value proposition design.

Michael is currently a Managing Partner, a global executive in charge of a portfolio of business consulting and training services at Entrespace Group, a business design firm.

Prior to Entrespace, Michael enjoyed a 20-year career in IBM, which spun a range of global executive and consulting roles, and where he founded and led consulting practices, providing business and technology services to IBM corporate clients across many industries and continents.

Michael holds a M.Sc. with Honors and a Ph.D. in Applied Mathematics

Mike Wittenstein
CEO Storyminers

Leading, executing and growing successful strategies that help ensure all businesses and groups are empowered and aligned to deliver outstanding customer experiences.

I drive customer-focused change in a holistic way throughout organisations by pulling together insights through Customer Journey Mapping, Customer Success Mapping, Customer Listening (NPS and CES programs), Customer Advocacy and Health Metrics to build compelling business cases for change and prioritising CX improvement programs internally that drive customer utilisation and adoption whilst demonstrating the value that earns and retains customer loyalty.

I am a member of Customer Experience Professionals Association (CXPA), Technology Services Industry Association member (TSIA) and a Certified Knowledge Centered Service (KCS) Practitioner. I am also an advisory board member/ speaker at Contact Center World (CCW) and speaker at Customer Contact Europe Executive MindExchange (Frost and Sullivan) and PulseEurope (Gainsight)

Sue Duris
Director of Marketing & Customer Experience
M4 Communications

Sue has more than 20 years of experience working in the B2B high-tech sector as CMO, VP of Marketing, chief CX strategist, and other key organizational leadership roles. She focuses her time in helping organizations differentiate and grow by coaching them how to be customer-centric, advising them on their digital transformation initiatives, and collaborating with them to design omnichannel experiences that engage employees and deliver customer value. Other areas of focus include customer journey mapping, root cause analysis, VoE, VoC, and CX performance. She believes strongly that aligning culture, EX, and CX drives growth.

Serge Burger
Head of Customer Service
s: stebler

Prof. Dr. Irene Rath
Dean of International Business Administration
and Service Management Professor for Business Administration
and International Management

Prof. Rath has been active in a variety of teaching positions since 2008.  She has taught general business administration, economics, customer experience and international management at the University of Hamburg and at various private universities.

Prof. Rath gained international industry experience through various organizational and management tasks in international mechanical engineering, the international textile industry and the waste disposal and recycling industry.

In research and teaching, she is particularly concerned with service management, customer experience and international human resources.

Francis Goh
CEO & Founder
Hehsed Consulting Pte Ltd

Francis has >20+ years of international experience in the technology and energy industries, having had numerous P&L and high impact leadership roles with global leaders such as Accenture, SAP, HP, Microsoft and ExxonMobil. During this time, Francis has worked across Asia, Europe and the United States.

Codin Caragea
Head of Customer Experience

Stuart Brown

Stuart Brown
Customer Experience specialist
The Customer Champions

Mohamad El‐Hinnawi
Customer and Digital Experience Advisor
Conred CX

Mohamad is a Customer Experience Advisor and Consultant, focusing on research, development, training and delivery of Customer Experience Management frameworks and solutions.

He has more than 15 years of experience in consulting and cross-functional leadership roles and had several engagements with organizations in the United States, Lebanon, Saudi Arabia, Turkey, UAE, Oman, Kuwait and Sudan.

He is also one of only ten globally authorized resource and training providers for Certified Customer Experience Professionals (CCXP) and has published many articles on the topic of Customer Experience on designated platforms like CXPA Blog, Customer Think, Customer Value Creation Blog and CXM.world.

Rodrigo Edwards

Rodrigo Edwards S.

Rodrigo has over 15+ years implementing Customer Experience (CX), Employee Experience (EX) and Net Promoter System (NPS) programs throughout Latin America both as an executive and as a consultant.
Rodrigo founded Loyalty Metrics in 2014, a Customer Experience Management consulting and training firm helping businesses achieve customer centric growth.
He has a firm conviction that the future and sustainability of businesses is in understanding their customers’ needs, acting on their feedback and then continuously evolving their strategy and operations to achieve customer loyalty and profitable growth.

Rodrigo holds a Master´s degree in Management from Harvard University and is a Customer
Loyalty and NPS® Certified expert from Satmetrix.

Hussein M. Dajani
Digital and Customer Experience (CX) Transformation
Nissan Motor Corporation

Hussein has over 18 years of solid holistic Omnichannel Marketing Communication experience in the space leading and building seamless Phygital Customer Experience Journeys within multinational agencies (JWT, Leo Burnett, and TBWA) and Fortune 500 companies (Virgin Mobile, Red Bull, Nissan Motor Co.), across the Middle East, Africa, Turkey and India region.

He was among the first batch of WPP MENA employees to receive the renowned WPP Young High Potential Leaders award from Sir Martin Sorrell (ex Chairman and Worldwide President of WPP) and Bob Jeffrey (ex Chairman and Worldwide President of JWT). In 2017, by nomination from the Global Chairman and Patron of the World Marketing Congress, Hussein has been featured in the 50 most influential digital marketing leaders listing. Furthermore, Hussein has been voted by the Huffington Post as among the 10 people changing the marcomm landscape in the MENA region, and in Gulf Marketing Review’s GMR’s list of 40 of the brightest marketing professionals under the age of 40 in the Middle East. After a 2 years stint with hug digital, as its Chief Digital and Operating Officer, which he grew exponentially till he lead to its sale to WPP, Hussein joins Nissan Motor Co. as General Manager Digital and Customer Experience for Africa, Middle East, India, and Turkey, for Nissan and Datsun brands, to be responsible for its Digital Transformation. Furthermore, Hussein plays an active role in the advisory council of the World Marketing Congress, as a Director with the Customer Institute, and as an expert advisor in ISMA (International Social Media Association).

Hussein is also a speaker at various conferences throughout the EMEA region, a weekly guest speaker on numerous TV and Radio stations, and a jury member in renowned global festivals.

Bupa Arabia
Dr. Shadi AlSwairki

Dr. Shadi AlSwairki
Operation & Customer Experience Excellence

Medical and Operational Professional with superb leadership skills, impressive record of growth and success for more than 13 years of experience in healthcare, Operational and Customer Experience sectors

Leading the customer strategy and engagement which embark on a journey of customer-centric culture change to put the customer at the heart of all we do. I strongly believe in passionate and inspirational business leadership which energizes both organizations and individuals. Investment in people is a crucial pre-requisite when embarking on the new opportunity, Certified Coach Building Influence, Impact & Inspiration.

Innovative Tools & Methods for Excellence in Customer Experience

Customer centricity is an art and a science. We advise CEOs worldwide on how to convincingly develop their customer centricity platform and transition it into an exciting mission for their teams as well as achieveable objectives for their organizations.

The science of customer centricity builds on proven best practices and effective tools for customer experience management. From implementation roadmaps for CX programs in large organizations, to maturity-based voice-of-the-customer programs the Customer Institute develops and refines the science of customer centricity.

The Experts behind the Customer Institute

CX Practitioners and Consultants

The combined experience of experts and consultants from the field of customer experience as well as customer contact management and market research fuel the innovation at the Customer Institute. Our global presence ensures an efficient advancement of methods and tools through worldwide reasearch and collaboration. We share all insights and methods with or members and contributors to ensure that organizations can best benefit from the innovation developed at the Customer Institute.

Authors and Educators

Our strong links into the community of customer related authors, speakers, and educators – in the commercial and the academic space – provide for efficient knowledge transfer between all sectors of customer centricity innovation. Our directors and contributors are among the most recognized authors of CX literature, globally active corporate coaches and trainers, academic teachers, as well as regular keynote speakers at industry conferences and corporate events.

How to engage with us for better Customer Experiences

If you are

  • an organization seeking to certify and improve its customer centricity,
  • a CX practitioner wanting to either utilize or contribute to our research and tools, or
  • an academic or industry organization looking to transfer knowledge from us to you and vice versa

then contact us at let’s start a meaningful conversation about how the Customer Institute can help you advance customer centricity in this world.