Dan Arthur is the EVP of customer research and analytics at Andrew Reise, a customer experience consulting firm recognized by CX analysts at Forrester and Gartner. He has 20+ years of management consulting experience, serving clients across multiple industries including retail, health insurance, government and telecommunications. He is also a co-author of The Customer Experience Fiasco, an entertaining fable that unravels the complexity of customer experience strategy that is a must-read for executives charged with transforming the experience at their organisation.