Lara Ponomareff runs the Marketing Practice's Peer and Practioner Research Group. In that capacity, she manages 30+ researchers across the areas of Marketing (B2B and B2C), Market Insights and Analytics, Customer Experience to create compelling, insightful, and actionable research to help executives solve their most pressing challenges and problems. Ms. Ponomareff's personal areas of expertise span voice of the customer (VoC) programs, improving customer understanding (including both B2B and B2C customers), customer experience strategy, and design, customer service and support strategy. Prior to joining the Marketing Practice, she ran the Customer Service and Support Practice from 2011-2017. She is a principal contributor to "The Effortless Experience: The New Battleground for Customer Loyalty" and has contributed to numerous publications, including the Harvard Business Review. She is also a regular on the keynote circuit on the topic of Effortless Experience. Ms. Ponomareff's has worked Garter (via the CEB acquisition) for 11 years.