Dan Gingiss

Dan Gingiss argues that customer experience is a marketing channel rather than a cost centre, and that the cheapest growth available to most companies is in the customers already paying them. It is a commercial framing rather than a service one, which is why his sessions are often booked by marketing and revenue teams rather than support organizations.

He spent his corporate career in customer-facing leadership roles at McDonald's, Discover and Humana before moving to speaking full time, and he holds the Certified Speaking Professional designation from the National Speakers Association, which is earned on documented platform work rather than awarded.

He is the author of The Experience Maker, which sets out his WISER framework: experiences that are witty, immersive, shareable, extraordinary and responsive. The shareable element is the load-bearing one. His case is that an experience worth talking about does the acquisition work that a marketing budget would otherwise have to buy, and that most companies are sitting on unremarkable interactions that could be made remarkable at close to zero cost.

He co-hosts the Experience This! podcast, and his talks are built around specific worked examples of brands getting an interaction right or wrong, which gives an audience something to copy rather than a principle to agree with.

He is booked for conferences and kickoffs where the goal is to send a room away with changes they can make in the following week, and is a common fit for association audiences, whose members are usually running lean operations without a dedicated customer experience function.