Annette Franz, CCXP, founder and CEO of CX Journey Inc., has spent the last 30 years in the customer experience profession. She started her career at J.D. Power and Associates in 1992 and spent much of the next 25 years before founding CX Journey Inc. in 2017. Annette is an internationally recognized customer experience thought leader, coach, keynote speaker, and author of Customer Understanding: Three Ways to Put the "Customer" in Customer Experience (and at the Heart of Your Business). Her second book, Built to Win: Designing a Customer-Centric Culture That Drives Value for Your Business dives into the ten foundational principles of a customer-centric culture. She is a Certified Customer Experience Professional (CCXP) and an official member of the Forbes Coaches Council.