CX ACT – Formerly TARP Worldwide – Announces Corporate Rebrand, New Corporate Leadership and Relaunch of Business


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Dr. Jim Stone Named Chief Customer Officer,
Joining Veteran CX Leader & CEO Crystal Collier to Helm Company’s Growth

ROSSLYN, Va.– Thursday, February 20, 2014 – CX Act Inc. – a privately-held, leading customer experience improvement firm formerly known as TARP Worldwide* – today announced a series of corporate strategic and leadership changes that strengthens its brand presence in the customer experience (CX) marketplace and better serves its existing and prospective clients.

Since its founding in 1971, CX Act, based in the Washington, D.C. area, has been a North America customer experience marketplace leader. CX Act pioneered the science of identifying and quantifying improvements in customer satisfaction and helping companies and brands understand the importance of customer service performance, customer value, and the bottom-line results generated by CX excellence.

“The pervasive challenge in customer experience measurement to date is that it has been solely focused on data,” said Crystal D. Collier, Chief Executive Officer, CX Act. “We are different because we take the data and map the customer’s journey in their interactions with the brand, including the emotions they feel at each point along the way. We then take those emotions into the company and engender empathy among the front-line staff that interacts with customers. This allows us to build training programs based on that empathy that lead to real and lasting behavior change.”

The company’s unique fusion of data, customer emotion, employee empathy and training has led to spectacular successes for its clients—increasing satisfaction, reducing customer turnover and increasing bottom-line margins. This has led to CX Act’s own revenue growth of nearly 20% year on year.

New Brand

While its former name, TARP Worldwide, is known and respected in the industry as a pioneer in CX measurement, CX Act, the company’s new name, better reflects the company’s laser focus on high-caliber customer experience for clients. It also represents its desire to spark action and change in the way companies engage with consumers, resulting in increased customer lifetime value and stronger ROI.

The company’s sub-brand, “Gather Knowledge. Take Action,” leverages CX Act’s science, analytics, data, and research offerings and pairs them with its proprietary behavioral programs to create a unique and compelling integrated suite of services that optimize CX investments.

New Leadership

Parallel to its brand relaunch, CX Act today also announced new corporate leadership.

Jim Stone, Ph.D., has been appointed to the newly created position of Chief Customer Officer (CCO). In this senior role, he has the mandate and power to design, orchestrate, and improve CX Act’s customer experience offerings across all touch points and will ensure that the company executes on a core mission: driving profitable customer behavior by improving loyalty, satisfaction, and retention. He joins CX Act after serving 28 years at Maritz Research, most recently as Chief Research and Innovation Officer. Dr. Stone has served on the Board of Directors of the Council of American Survey Research Organizations (CASRO), presented at numerous industry conferences, and led customer experience thinking in the CX marketplace for 30 years.

“I am very excited to be joining Crystal and CX Act, at not only a critical time in the industry, but at a pivotal inflection point in the history of this pioneering CX company,” said Stone. “New technology is bringing unprecedented changes to the CX marketplace and creating new ways of understanding and improving the customer experience. My role will be to make certain that CX Act’s current and future clients profit from these advances to better drive results through to the bottom line.”

New Strategy

In addition to its new brand and leadership, CX Act outlined an aggressive new marketing and business development strategy to position it at the cutting-edge of a rapidly evolving and growing CX marketplace.

In addition to identifying and pursuing industry segments and audiences that can profit from CX Act’s portfolio of services, offerings and expertise, the company will emphasize its new core mission: to analyze, change, and track the customer experience through evidence-based consulting focused on the key drivers of loyalty and profit.

As a result, CX Act transforms the interactions customers have with brands and the employees of brands to increase customer satisfaction – and the bottom line.

New Digital Presence

CX Act today also unveiled a comprehensive corporate website redesign and content overhaul ( ) that will serve as a vibrant, digital platform for a variety of information and resources, including: CX Act’s services and offerings; CX market research, studies, and whitepapers; CX news, blogs, video segments, and webinars; and social media and community engagement. CX Act’s portal will be constantly updated and augmented with rich, dynamic, and practical content as it evolves and transforms in tandem with the rapidly growing CX marketplace.
About CX Act, Inc.

CX Act, formerly TARP Worldwide, has been helping companies improve their customer experience for more than 40 years. CX Act pioneered the science of quantifying, managing, and optimizing the customer experience and has been a leader in the CX market since 1971. Today, through our innovative research, technology, and customer interaction programs, we continue to set the standard to improve our clients’ customer service performance, customer value, and “The Profit of Interaction™.” Our clients see a measurable improvement in their key customer metrics and a positive return on their CX investment. CX Act serves corporations in all major industries, leading associations, and government entities. Our experience is customer experience. Visit us at for more information.

Media Contact
Nicholas Graham, for CX Act Inc.
[email protected] or [email protected]

* – “TARP” represented “Technical Assistance Research Programs”

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