Customer Experience Strategy Expert & CEO of CX Journey Inc.; Author of "Customer Understanding"; Certified Customer Experience Professional

Mission Viejo, CA, USA

Annette Franz Biography

Annette Franz is an author, speaker, and customer experience consultant whose career centers on helping organizations prioritize both customers and employees. Franz began her career at J.D. Power and Associates and spent more than two decades leading consulting services for major voice of the customer (VOC) platforms. She has worked with clients across a range of industries to develop and implement customer experience strategies.

Franz has managed consulting services organizations for CustomerSat, Medallia, Allegiance, Confirmit, and Touchpoint Dashboard, and has held customer experience leadership roles at Mattel, Fidelity Investments, and Compellon. This experience across both vendor and client organizations provides Franz with a comprehensive perspective on customer and employee experience management.

Franz is the founder and CEO of CX Journey Inc., a company focused on advancing customer-centric business practices. Through her leadership, she assists organizations in building values-driven cultures that empower employees and improve customer relationships. Franz works with brands to develop strategies that foster employee engagement, enhance customer loyalty, and support long-term business growth. She maintains a blog at CX Journey, sharing insights on customer experience, employee engagement, and organizational culture. Franz also contributes to publications including Quality Digest, APICS Magazine, Forbes, and Business2Community.

As an author, Franz has written several books that serve as resources in the customer experience field. Her first book, "Customer Understanding: Three Ways to Put the 'Customer' in Customer Experience (and at the Heart of Your Business)," presents a framework for understanding customers through listening, characterizing, and empathizing. Her second book, "Built to Win: Designing a Customer-Centric Culture That Drives Value for Your Business," explores the principles of building a customer-focused culture. Her third book, "Employee Understanding: A Three-Pillar Framework for Designing a Great Experience and Driving Business Success," expands on the importance of employee experience in organizational success.

Franz is a Certified Customer Experience Professional (CCXP) with extensive experience in helping companies understand the drivers of employee and customer retention, satisfaction, and engagement. She has been recognized as one of The 100 Most Influential Tech Women on Twitter by Business Insider and served on the Executive Committee of the Customer Experience Professionals Association Board of Directors, including a term as Board Chair. Additional honors include recognition as a top customer experience expert by Freshworks, CloudCherry, LitmusWorld, and peopleHum. Franz is also a member of the Forbes Coaches Council. Her expertise in customer experience, employee engagement, and culture-driven transformation positions her as a leading voice in the field.

BOOK Annette Franz

Speaker profile last updated by AAE Talent Team on 06/02/2026.

Annette Franz Speaking Topics

  • 6 Steps from Maps to Outcomes

    You've seen the headlines: "Journey mapping is a waste of time." Journey mapping fail." "Why journey mapping sucks." (Those are actual headlines.) The reality is, the problem isn't with journey mapping

    • it's with how it's done. Journey mapping is a tool and a process, and the process part is the critical part!

    In this presentation, I outline my six-step journey mapping process to help attendees get the maps done right and then use them to actual drive change in the organization and to the experience.

    This presentation can be a workshop/masterclass or a breakout presentation.

  • Improve the Customer Experience by Focusing on the Employee Experience

    Among the building blocks of a customer experience transformation strategy, focusing on the employee experience is one of the most critical. But why haven't companies made this a priority? We know for a fact that the employee experience drives a great customer experience!

    In this presentation, I not only explain what the employee experience entails and how to improve it, but I also share stories from my client work that support the notion that if we fix the employee experience, you'll have resolved 90% of the issues with the customer experience.

    You can't fix what's happening on the outside if you don't fix what's happening inside!

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Annette Franz Videos

Annette Franz Interview | Designing a Customer-Centric Culture

Annette Franz Interview | Designing a Customer-Centric Culture

Annette Franz, CCXP is founder and CEO of CX Journey Inc. Having started her career in this customer experience profession at J.D. Power and...

Annette Franz, CX Journey | Comcast CX Innovation Day 2019

Annette Franz, CX Journey | Comcast CX Innovation Day 2019

Annette Franz, Founder and CEO, CX Journey, talks with Jeff Frick at the Comcast Silicon Valley Innovation Center.

Designing A Fail-proof Closed Loop Feedback Process

Designing A Fail-proof Closed Loop Feedback Process

Annette Franz, Founder & CEO, CX Journey Inc, speaks on designing a fail-proof closed-loop feedback process at SparrowCast.

  • How do I book Annette Franz to speak at my event?

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  • What topics does Annette Franz speak about?

  • Where does Annette Franz travel from?

    Annette Franz generally travels from Mission Viejo, CA, USA, but can be booked for private corporate events, personal appearances, keynote speeches, or other performances. For more details, please contact an AAE Booking agent.
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Annette Franz is a keynote speaker and industry expert who speaks on a wide range of topics such as 6 Steps from Maps to Outcomes, Improve the Customer Experience by Focusing on the Employee Experience, Putting the "Customer" in Customer Experience, Customer Understanding: The Cornerstone of Customer-Centricity and Building A Winning Organization Through Customer-Centric Culture. The estimated speaking fee range to book Annette Franz for your event is $20,000 - $30,000. Annette Franz generally travels from Mission Viejo, CA, USA and can be booked for (private) corporate events, personal appearances, keynote speeches, or other performances. Similar motivational celebrity speakers are Blake Morgan, Dan Gingiss, Jeanne Bliss, Jay Baer and Kindra Hall. Contact All American Speakers for ratings, reviews, videos and information on scheduling Annette Franz for an upcoming live or virtual event.

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