New Name, Leadership, Focus for TARP

Customer experience MR and services provider TARP Worldwide has rebranded as CX Act Inc.; and has announced a series of corporate strategic and leadership changes, including the appointed of Maritz Veteran Jim Stone in the newly created position of Chief Customer Officer (CCO).

Founded in 1971 and based in the Washington area, TARP has established a reputation in the customer experience field but says the new name 'better reflects the company's laser focus on high-caliber customer experience for clients' - and embodies its 'desire to spark action and change in the way companies engage with consumers'.

Stone's new role gives him a mandate 'to design, orchestrate, and improve CX Act's customer experience offerings across all touch points', focusing on a core mission: driving profitable customer behavior by improving loyalty, satisfaction, and retention. He spent the last 28 years at Maritz Research, most recently as Chief Research and Innovation Officer; and has also served on the CASRO Board of Directors.

CX Act has 'an aggressive new marketing and business development strategy to position it at the cutting-edge of a rapidly evolving and growing CX marketplace'; and will now look to 'analyze, change, and track the customer experience through evidence-based consulting focused on the key drivers of loyalty and profit.'

CEO Crystal D. Collier comments: 'The pervasive challenge in customer experience measurement to date is that it has been solely focused on data. We are different because we take the data and map the customer's journey in their interactions with the brand, including the emotions they feel at each point along the way. We then take those emotions into the company and engender empathy among the front-line staff that interacts with customers. This allows us to build training programs based on that empathy that lead to real and lasting behavior change.'

Web site: www.cxact.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.