Howard Lax is principal director of customer experience consulting at Confirmit, where he helps clients design, develop, and implement their customer experience (CX) visions. Lax brings more than 20 years of consulting experience to the company, with deep background in CX, market research, and employee engagement strategy. Prior to joining Confirmit, Lax served as vice president and customer experience practice lead at Directions Research and held consulting roles with Kantar TNS, Harris Interactive, ORC and GfK Custom Research.