Augie Ray is a Vice President Analyst covering customer experience (CX) for marketing and CX leaders. His coverage topics include the ROI of CX, CX strategy and governance, how CX leaders secure and retain sponsorship, the buy/own/advocate customer journey, voice of customer (VoC) and survey strategies, customer journey mapping, CX analytics and measurement, the role of social media and word of mouth (WOM) in CX, and persona development.
Mr. Ray helps CX and marketing leaders to launch and manage successful CX programs, gather and use voice of the customer (VoC) data more effectively, align CX metrics to the right leading indicators of success, and improve the use of customer journey maps and personas. He also offers guidance on the "customer experience pyramid," which helps brands define the experiences that matter more and identify more powerful and innovative experiences.
At American Express, Mr. Ray was responsible for VoC strategy and action, and focused on ways to encourage more use of customer feedback (surveys and complaints) to drive CX improvements. He launched a VoC Action team, following established account management processes to understand the needs of important VoC stakeholders and build proactive strategies. He also launched a simple WOM program to convert Net Promoter Score promoters into active advocates in social media. In this role, he evaluated the role of social media listening for VoC purposes and determined that, for his company's unique situation, the benefits did not justify the investment.
At USAA, Mr. Ray led all social media activities at the financial services firm. This included social customer care, social PR, community development and management, and social business. He also led the firm's first-ever social business/sharing economy roadmap, identifying the product lines where peer-to-peer business models were most likely to offer opportunities and challenges, and building a roadmap of plans and budgets to prepare the firm. He also coordinated with the marketing department for social media marketing programs. His team launched three communities - for veterans, military spouses and active service members transitioning to civilian life - and was able to demonstrate positive ROI in the first year.
At Fullhouse, a digital agency based in Milwaukee, he managed the Experiential Marketing team, which grew to almost 50 professionals. His team developed digital experiential programs for marketers that included new and emerging technology, such as websites, email, mobile apps, communities, social networks, apps for tablets and kiosks, augmented reality, games ("advergaming") and content strategies.
Director - Voice of Customer Action
Executive Director of Communities and Collaboration
Managing Director - Digital Experiential Marketing
Customer Experience Design and Execution (retired)
Marketing Leadership and Strategy
B.B.A., Management Information Systems (MIS) and Finance
1Launching and enhancing customer experience management (CXM) programs
2Understanding the entire customer journey - from buy to own to advocate
3Determining the ROI of CX so as to set the right objectives and measurement
4Leveraging customer feedback through voice of the customer (VoC) programs
5The role of advocacy, social media and WOM in customer experience