From Insight to Impact: Building a CX Measurement Program That Drives Real Change

A behind-the-scenes look at operationalizing CX data across complex, multi-regional organizations.

Date: May 28, 2026 | Time: 2pm ET

Save Your Spot  

How do you turn customer experience data into meaningful, organization-wide action… especially across complex, multi-regional teams?

Join Phase 5’s Sam Fiorino and Tanya Kushner from Atlantic Packaging for a candid conversation on what it takes to build a CX measurement program that actually moves the needle.

What you’ll learn:

  • How to design a CX measurement program that stakeholders actually use
  • Proven governance models that keep teams aligned across regions
  • Ways to connect insights directly to business decisions
  • How to move from reporting to real impact
  • Common pitfalls and how to avoid them

Speakers

Presenter Bio:

Arnie Guha, Ph.D. is a Partner and Head of the User Experience Strategy and Design practice at Phase 5.

Arnie leads multidisciplinary teams focused on the human impact of emerging technologies, including the development of the TAR Framework (Trust, Alignment, Recourse) to ensure AI systems remain intelligible, aligned, and challengeable.

Arnie also serves as Chair of the Advisory Board at Green College (UBC), and Chair of the John B. Aird Gallery, and is Past President of The National Club, Toronto. He is the creative visionary behind Acid4Yuppies, a multidisciplinary art project exploring perception, experience, and consciousness through lightboxes, silk accessories, interior design, and immersive installations

Sam Fiorino
Senior Vice President, Phase 5

Sam has over 25 years of experience in marketing research, with a wealth of experience conducting Customer Experience research. A senior member of the firm’s CX practice, he has extensive experience managing and conducting both qualitative and quantitative research.  Sam also leads many of the team’s advanced analytics, most notably key driver analysis.

Tanya Kushner
Senior Manager, Customer Experience from Atlantic Packaging
Tanya Kushner, CXAD, has spent the better part of her career asking one question: what does the customer actually experience, and what can we do about it? As Senior Manager, Customer Experience at Atlantic Packaging Products Ltd., she’s currently building and driving B2B CX strategy, working cross-functionally to grow business through focusing on CX.
Her path to CX has been a rich one: from brand strategy consulting at LEVEL5 Strategy Group, to consumer insights at Beam Suntory, to nearly a decade of CX consulting at TMG International. What ties it all together is a knack for taking customer insights and turning them into decisions that actually get executed, and change that sticks long after the project wraps – through repeatable processes and continuous improvement. She’s equally comfortable in the data and in the boardroom, and she brings both lenses to everything she does. A certified CX professional with the CXAD designation from the CX Academy, Tanya knows that great CX isn’t just a strategy on a slide: it’s what happens when the whole organization moves in the same direction, consistently.
Reserve your spot today to learn how to make CX measurable, meaningful, and actionable.

Speaker

Arnie Guha, Ph.D.

is a Partner and Head of the User Experience Strategy and Design practice at Phase 5.

This is an exclusive preview of our upcoming session at TMRE in October.  

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Steve Hansen, Partner, Innovation Practice 

Steve Hansen is a partner and the head of the Innovation practice who leads the firm’s US office in Minneapolis. Steve enjoys taking a “Zen mind, beginner’s mind” approach to innovation, especially when it has the potential to disrupt a market ecosystem. With almost 2 decades of experience in client-side marketing strategy, market research, and product management, Steve brings a client’s mindset and drive for actionable results to each project. He has extensive experience in capturing the view “from the outside” with a special focus on product and service innovation.  

Learn more about Phase 5 on our website.