Augie Ray

Sr Director Analyst

Augie Ray is a Research Director covering customer experience (CX) for marketing and CX leaders. His particular topic areas include the CX strategy and governance, 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 marketing leaders to launch and manage successful CX programs, gather and use 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, 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. Fullhouse was a digital agency based in Milwaukee. There, 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.


Areas of Focus



American Express
Director - Voice of Customer Action

Executive Director of Communities and Collaboration

Managing Director - Digital Experiential Marketing

Top Issues That I Help Clients Address

  1. The role of advocacy, social media and WOM in customer experience
  2. Launching and enhancing customer experience management (CXM) programs
  3. Setting the right customer experience objectives and measurement
  4. Leveraging customer feedback through voice of the customer (VoC) programs
  5. Understanding the entire customer journey - from Buy to Own to Advocate


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