In this paper, Dr. Eric Schaffer, Founder and CEO of Human Factors International, talks about how executives can build a customer centric UX practice within their organizations. In this free white paper: Why CEOs must differentiate based on customer experience How CEOs try to move toward customer centricty—and what they should be doing Why customer centricity must be part of the DNA of the organization A sneak peek at Eric's next book “Executives see that companies with better customer experience capabilities have increased growth in their valuation. It’s really become a core issue. Yet most executives simply don’t know how to get started.” About the author Dr. Eric Schaffer is the Founder and CEO of Human Factors International. His book, Institutionalization of UX: A Step-by-Step Guide to a User Experience Practice, provides a roadmap for companies to make usability a systematic, routine practice throughout their organizations. Dr. Schaffer also co-developed The HFI Framework™, an ISO-certifiable process for user-centered design, built on principles from human-computer interaction, ergonomics, psychology, computer science, and marketing. Dr. Schaffer has completed projects for more than 100 Fortune 500 clients, providing user experience design consulting and training. He is a member of the Human Factors and Ergonomics Society and a Certified Professional Ergonomist.