Making CX a Part of the Job for All Employees

Bob Crawford talks about the journey to a customer-centric organization at Blue Cross, including understanding the environment, setting and executing strategy, and a look at initiatives along the way with a case study on activating employees. He will share key take-aways from the Blue Cross journey to help you implement your own customer-centric culture.

Speaker: Bob Crawford

Vice President - Corporate Marketing and Customer Experience, Blue Cross Blue Shield of Michigan

Bob Crawford is Blue Cross Blue Shield of Michigan’s vice president of Corporate Marketing and Customer Experience. Bob sets the company’s vision and strategies to create a more customer-centric organization and deliver a leading customer experience. His organization includes market insights and analytics, customer experience, digital experience, marketing strategy, member engagement, and design thinking. Bob has been with BCBSM for over 9 years. Prior to that, he worked in different leadership roles at Asurion, Sprint, Xerox, and the U.S. Navy. He holds a bachelor’s degree in marketing from the University of North Carolina at Chapel Hill and a Master’s in Business Administration from Duke University.