Mindshare Technologies Appoints Dr. Gary Edwards as Chief Customer Officer, and Announces the Expansion of the Marketing Insights Team


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. Edwards Will Head up Both the Market Insights and Sales Teams
Providing Market Research, Data Analysis and Strategic Consulting to the
World’s Leading Multi-Unit Enterprises

. Expanded Team Combines the Analytical Bench Strength of Mindshare
with Strategic Consulting from Empathica

. Strategic Market Insights Team Brings Together 23 Team Members
including Chadly Hortin, SVP, Marketing Insights; and Sandra Tamburino,
Senior Director, Marketing Insights

SALT LAKE CITY (October 22, 2013) – Mindshare Technologies, the largest
provider in Voice of the Customer (VoC) solutions,
today announced the appointment of Dr. Gary Edwards, Ph.D., former chief
customer officer for Empathica, to the position of chief customer officer
(CCO) for the newly combined company. In this position, Dr. Edwards will
leverage his 25 years of research, consulting and sales background to lead
both the Market Insights and sales teams, which will provide market
research, data analysis and strategic consulting for the world’s leading
multi-unit enterprises. These teams bring together the analytical bench
strength Mindshare is known for with the market research and strategic
consulting capabilities from Empathica.

Dr. Edwards will also serve as the customer advocate on the senior
management team-supporting Mindshare’s “customer first” philosophy. As
such, he will play a critical role by influencing client strategy and
customer relations across all departments, including sales, marketing
insights, marketing, finance, product development and client services.

“Gary’s extensive experience with market research and strategic consulting
is an essential part of our vision for providing the most comprehensive VoC
solutions available,” said Lonnie Mayne, president of Mindshare. “His unique
ability to help companies strategically leverage customer data to better
understand what drives differentiation for their brand and use this
knowledge to drive customer loyalty is unparalleled. We are excited to
expand the team under his leadership.”

Dr. Edwards served a key leadership role during program development,
implementation and follow-up with clients for the past nine years while at
Empathica. For over 15 years prior, he led worldwide and domestic research
projects in customer and employee research. Dr. Edwards’ prior experience
includes serving as a Senior Vice President at Maritz: Thompson Lightstone
and as an account executive in the then newly formed Financial Services
Research Group. Prior to Maritz, he served as the General Manager of Gallup
Canada. His research career began as an epidemiologist for the Culture,
Community and Health Studies division of the Clarke Institute. Dr. Edwards
has a Ph.D. specializing in Social Research Methods from Wilfrid Laurier
The marketing insights team will include 23 team members located in both the
Salt Lake City and Canadian Headquarters. The team will include Chadly
Hortin, SVP, marketing insights and Sandra Tamburino, senior director,
marketing insights. The team specializes in data mining, business
intelligence, quantitative analysis, text analytics, multivariate
statistical analyses, measurement and data visualization.

Hortin has more than 20 years of senior-level executive experience in
technology design, consumer behavior analysis, product development, and
market creation. Hortin and his team are known for assisting companies in
applying technology at the point of customer interaction to enhance the
quality of each customer experience. He has implemented and supported
solutions with many Fortune 500 companies, and taught courses and provided
corporate training for hundreds of organizations.
Tamburino has more than 15 years of experience in designing, executing and
analyzing both employee and customer measurement programs. Tamburino and
her team apply both descriptive and advanced statistical techniques to
determine how disparate business facts about Product & Service Quality,
Leadership, Competitiveness, Employee Readiness and Brand Affinity are
interrelated and link to business performance.

“Most companies have a lot of data about their customers, but what they are
challenged with is truly gleaning understanding from the data in a way that
allows them to make strategic business decisions to improve customer
experience, which in turn translates into better business performance,” said
Dr. Edwards. “Our Marketing Insights team is expertly skilled in applying
the science of customer behavior to business in a way that is actionable. I
look forward to serving our clients in this new role, and expanding upon our
ability to provide them with a deeper understanding of how to leverage the
voice of the customer.”

About Marketing Insights

The Marketing Insights team helps businesses understand the “drivers of the
drivers” for customer loyalty. The team offers a number of services to
clients, including:

. Executive Value Mapping – Interviews with key stakeholders to align
goals/objectives for the program.

. Customer Journey Mapping – Uncovering what constitutes the “perfect”
customer experience.

. Program Design and Roadmapping

. Advanced Multivariate and Econometric Analyses

. Structural Equation Modeling/Path Analyses – Discovering the
“drivers of the drivers” of customer loyalty.

. Linkage Analysis and ROI Modeling – Statistical modeling of customer
survey results to both employee engagement and to unit level sales outcomes.

About Mindshare Technologies

Mindshare Technologies is the largest provider of Voice of the
Customer (VoC) technologies solutions. Using a
proprietary technology platform, Mindshare collects feedback in real time to
help companies listen to, engage with and retain customers to increase
profits. As a full-service partner, Mindshare provides tactical instruction,
strategic guidance and customer experience consulting to global brands and
multi-unit operators. For more information, visit


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