Tabitha Dunn - Transformation Executive & CX Strategist

I Don't Just Improve Your Customer Experience. I Transform How Your Business Operates.
Seven organizations transformed from the inside out. $25B global enterprises to high-growth B2B companies. Every engagement started with the customer and ended with measurable business impact.
Most companies treat customer experience as a program. I treat it as the operating system for how your business makes decisions, retains revenue, and scales for growth.


Delivering measurable customer-centric change
Most consultants study your organization and hand you a roadmap. I'm the person who designed and built the road, then led people along the journey to success. I've held the seat - Chief Customer Officer at Ericsson, Global VP Customer Insights, Experience and Transformation at SAP, Global Head of CX and Sales Technology at Hitachi and more. I listen, learn what matters most, and collaborate with leaders all across the business to build the CX strategy and tackle the next right action that will positively impact the business, our customers, and our employees. The result: I understand transformation not as a concept but as a systemic operation. I know where it breaks down, where the politics kill it, where the quick wins hide, and what it takes to make change really stick and realize true ROI.
My Approach
Every engagement starts with what I call the Empathy Tour. Deep dives with your customers, your employees, your prospects, and your leadership team. Then I marry those insights to operational and research data to understand the impact of those challenges. From there, I move fast. I synthesize what I've heard into a clear diagnosis, we pick a direction, and we build. Every initiative gets tested against three questions: Does it improve the business? Does it enable employees? Does it create beneficial change for customers? When all three align, change doesn't just happen - it becomes an operating model. When they don't align, you're spending money on promises, not results.
What I Actually Do for Your Business
Systemic Transformation
Your company knows it needs to change but can't seem to make it stick. Initiatives launch with fanfare and die in the middle or struggle realize measurable outcomes. I restructure how your organization connects customer intelligence to business decisions, and I build the governance for continuous customer-centric improvement. Because I'm building it so you can run it without me.
Customer-Centric Business Strategy
Most companies have a business strategy and a customer philosophy. I embed the customer experience mission into the strategy and how the business operates. Ensuring we have clarity in the roadmap for what matters most and prioritize the right things for each area of the business to change. That's the transformation.
Customer Experience (CX) Thought Leadership
I am an expert in CX best practices (strategy, culture, research & insights, journey mapping/orchestration, experience design, and governance) that I regularly teach and coach other CX leaders to help them drive impactful outcomes and overcome obstacles to successful change.
Revenue Retention & Scale
You're spending millions acquiring customers and losing them to problems your own teams can see but nobody owns. I find the revenue leaks - the handoff failures, the onboarding breakdowns, the moments where customers quietly decide to leave - and I build systems that close them. Not as a project, but as a permanent capability.
Technology + Measurable Outcomes
Technology doesn't transform by itself. The tools your people use every day shape the experience your customers receive don't always deliver on their promised value. I help organizations choose, implement, and operationalize the technology that actually serves the humans on both sides of the relationship.
Executive Advisory & Board Service
As Past Board Chair of CXPA, a Limited Partner at Stage 2 Capital (B2B software VC), and C-suite executive, I bring a perspective that bridges customer insight, operational execution, and business growth. I advise CEOs, CCOs, and boards on how to build customer-centric organizations that scale - not as a theorist, but as someone who's done it.
What Transformation Actually Looks Like
I don't deal in hypotheticals. Here are real outcomes from real engagements — the kind of change that survives leadership transitions, budget cycles, and reorganizations because it's built into how the organization operates.
The Empathy Tour
When I joined a $25B global telecommunications company as Chief Customer Officer, the leadership team had multiple descriptions of the target customer experience - all good but different enough that it could pull us in different directions. Before building anything, I conducted what I call the Empathy Tour with three core questions. No surveys. Real conversations. This developed into a shared diagnosis of our biggest challenges and a CX desired future state the entire leadership team could commit to.
Ericsson · CX Strategy & Alignment
From 'I Bet You Won't Read This' to 'Where's My Survey?'
At a global enterprise SaaS company, I changed the survey sender from a generic inbox to my personal email. My team and I read every response, replied, and called people back. And we built business cases the combination of quantitative insights and operational data. Over time, customers started asking where they were in the survey queue. They wanted to participate because they'd seen results. Each year we published a report to every employee and every customer: here's what we heard, here's what we did. That wasn't a survey program anymore. That was trust, rebuilt one response at a time.
SAP Concur · Voice of Customer & Trust
One Survey Question. Dramatic Call Volume Reduction.
We added a single yes/no question to our customer survey: 'Did you try to solve this before contacting us?' That one question split our customers into two clear segments — those who tried self-service without success and those who preferred to contact support directly. We took the top ten fixable issues from the customers who tried self-service first and had a contest to improve ways to solve those problems more effectively. The result - decreased call volume, increased customer satisfaction and employee satisfaction. Sometimes the most powerful insights come from the simplest questions.
Citrix · Operational Improvement
Implementing NPS with the People Who Created It
At Philips Healthcare, I had the rare opportunity to work directly with Fred Reichheld and teams from Bain & Company to implement the Net Promoter Score across the healthcare division. That experience taught me something I still carry into every engagement: a metric is only as good as what you do with it. Most companies measure. Very few act. The ones who act are the ones who transform.
Philips Healthcare · Measurement & Action
How I Work: Clarity First, Then Speed
I don't do 90-page assessments. I don't do six months of discovery before making a recommendation. I get to clarity fast and then we build.
The Empathy Tour
I start by listening and learning: customers, front-line employees, mid-level managers, leadership, and prospects who chose someone else. What's working well and why + what isn't working well and why. I dig for root cause and insights, circling back on relevant threads and get feedback on what I'm learning.
Diagnose and Decide
I synthesize everything I've heard into a clear, honest diagnosis. Not a list of 47 findings. A sharp articulation of what's actually broken, what's working better than you think, and what to do about it. Then we choose a direction and commit. Indecision is more expensive than a wrong decision you catch early.
Build for Three Stakeholders
Every initiative I design has to pass a triple test: Does it measurably improve the business? Does it enable employees? Does it deliver improved experiences for your customers? And then we design solutions, all three stakeholders are at the table to help us create, test, and learn. When all three stakeholders benefit, the organization reaps the value of the change.
Operationalize Change
I build systems, governance, and capabilities that your organization owns. I create effective measurement and goals, ensuring you work on the right things and get the right outcomes. I design the teams, the processes, and the accountability structures. When I leave, the transformation continues because it's built into how you operate, not dependent on me being in the room.
Work With Me
Speaking Engagements
Inspire your audience with insights on how to successfully build world-class, impactful CX programs. I bring real stories, practical frameworks, and the kind of candor that sparks action.
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Workshop Facilitation
Interactive, hands-on workshops that build CX capabilities across your organization. From journey mapping and voice of customer programs to CX strategy development and change management, I design experiences that drive lasting change and equip your teams with practical skills.
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Podcast Interviews
Looking for a guest who can speak authentically about customer experience, leadership, and transformation? I've appeared on leading industry podcasts and love a good conversation.
Private Coaching
One-on-one guidance for CX leaders navigating the challenges of building programs, gaining executive buy-in, and demonstrating value. Whether you're new to a role or facing a specific challenge, I can help you find your path forward.
Corporate Consulting
Comprehensive advisory services for organizations ready to transform their customer experience. From CX assessments and strategy development to program design and change management, I partner with leadership teams to create sustainable results.
Fractional CX Leadership
Need executive-level CX expertise without the full-time commitment? As a fractional CX leader, I embed with your team part-time to provide strategic direction, build capabilities, and drive measurable results—giving you senior leadership when you need it most.
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What Others Say
Featured In
Podcasts
Insights Unlocked (UserTesting)
Leading Customer-Centric Transformation with Empathy and AI
CX Passport
The One with the Resilience — Episode 212
Winning Digital Customers
Interview with Former CCO of Ericsson
Customer Bliss
B2B Customer Experience Leadership
Be Customer Led (Captivate)
CCO at Ericsson: Evolution of CX, Strategy & Culture
CX Insights Rockstars
Make CX Surveys Useful Again
Experience Investigators
Customer Experience Lessons from 2020
The CX Leader Podcast (Walker)
Luminaries of CX Series
CXBuzz
Interview with CCO at Ericsson
FastLeader w/Jim Rembach
048: I Feel Like I Was Punched In The Gut
Publications
Conferences
CX Leaders Advance 2025
Speaker - Three part series on growing your leadership skills
CX Leaders Advance 2024
Keynote - Leading with resilience in CX
The Conference Board — Ultimate CX Conference
Opening Fireside Chat — Driving Customer-Centric Culture (2023)
CX Nordics
Speaker — Getting Buy-In and Overcoming Inhibitors to Change
CXPA Insight Exchange
Co-lead, CX Innovation Awards (2016)
Let's Talk About What's Next
Whether you're navigating a transformation that's stalled, building the case for one that hasn't started, or ninety days into a new role wondering where the landmines are — I'd like to hear what you're working on. The best engagements I've ever had started with a conversation, not a contract.