Annette Franz, a certified customer experience professional (CCXP), is founder and CEO of CX Journey Inc. She has 25 years of experience in helping companies understand their employees and customers and identifying what drives retention, satisfaction, engagement, and the overall experience—so together we can design a better experience for all constituents. She’s an author (she wrote the book on customer understanding!), a speaker, and a customer experience thought leader and influencer. She serves as vice chairwoman on the board of directors of the Customer Experience Professionals Association (CXPA), is an official member of the Forbes Coaches Council, and is an advisory board member for CX@Rutgers.