Lax Joins Directions Research to Lead CX Offer

Cincinnati, Ohio-based Directions Research has appointed Howard Lax as VP, Customer Experience Practice Lead, with a remit to strengthen its CX offerings across the clients and industry verticals it serves.

He reports to recently promoted CMO Tim Laake, who comments: 'Howard is a true expert in Customer Experience, with impressive CX leadership experience on both the client and supplier side. We are thrilled to have him lead our Customer Experience practice, where he will be working with our clients to build, develop, and harness the power of their programs'.

Lax (pictured), whose talks and writings include 'Measuring Emotions for CX and EE' and can be found in publications such as Loyalty Management, Marketing News and Quirks, previously headed up his own consulting practice, The Lax Group, and before this held CX leadership positions with TNS, GfK, Harris Interactive and ORC, as well as directing the CX program for mortgage giant Freddie Mac. He holds a Ph.D. and Masters Degree from City University of New York and a Bachelor of Arts degree from Union College.

Directions is a privately held firm with regional offices around the USA, and is online at www.directionsresearch.com .