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CX17 Leaders: Brooke Allen


Brooke Allen, CX Class of 2017

"Without a comprehensive understanding of the customer experience how could I truly do my job well?"

What attracted you to MKTG 6800: Customer Experience Design?

My reason for taking the class is threefold: 1. it compliments my educational and professional background, 2. general interest, and 3. the professor teaching the class. Reason number one: My background is Communication Design—how to effectively communicate to one’s audience, whether in print, online, or in a three-dimensional form. I have over 15 years of experience in the field but I have not specifically studied the design of the customer experience. While my communication design expertise is an essential component of Customer Experience Design, it is not the only component. I want a holistic understanding of the entire methodology because it will provide me with the proficiency I require to advance my marketing career and provide customers with the best possible experience, where ever I may be working after graduation. I would like to work for a sports apparel company or in the outdoor sports industry as I am a huge fan of the outdoors, which is about actively being engaged with the environment around you. Without a comprehensive understanding of the customer experience how could I truly do my job well? Reason number two: I love learning (this is my second masters) and I love design. Reason number three: you cannot be an MBA student without knowing who Markus Giesler is and if you don’t know who he is then you need to Google him to understand why MTKG 6800: Customer Experience Design is one of the most popular class at the Schulich School of Business. 

What’s the biggest design challenge you want to tackle this fall?

I am an avid traveler and thus would love to tackle the challenge of making air travel a better experience for the customer. It doesn’t matter what airline I travel on—I am continuously filled with dread and anxiety at the thought of having to deal with lineups at airport security (and I have a Nexus card). After you get through security, it only gets worse from there knowing you then have to suffer thought sitting on an airplane for hours where unless you can afford to sit in business class, the experience can be insufferable at times. The Air Transat incident where passengers were stranded on the tarmac for 6 hour was an extreme case but unfortunately situations like that happen a lot. While airport navigation has been addressed in some airports—Vancouver’s YVR, Terminal 2, The Queen’s Terminal at London’s Heathrow, Charles du Galle in Paris, Atlanta’s Hartsfield-Jackson International Airport, The Frankfurt Airport, and Schipol in Amsterdam (to name a few), have excellent navigational signage but this is just one component of the customer experience when travelling by air. Just because the industry is an oligarchy and has a captive audience does not mean the passenger experience should be overlooked.

What are you looking for in a future employer?

I am looking for an employer who values creating a strong organizational culture, provides a stimulating work environment, and invests in their employees, allowing them to learn and grow with the company.


CX17 Leaders: Kelly Saltzman


Kelly Saltzman, CX Class of 2017

"How can I be a market driver in the health and wellness industry?"

What attracted you to MKTG 6800: Customer Experience Design?

Two things, the course and the prof. First off, 2 words: Markus Giesler. I listened to Markus present on one of my first days at Schulich. I was so engaged during this presentation that I knew any course he taught is a course I will take. When I found out that his course was Customer Experience Design, I knew getting into the course was going to be a challenge… and the #struggle was real (those who have tried to get into this course know this to be true). Students who previously took this course told me each lecture is like an interactive TED talk – so far, so true. Second point of attraction is the course itself. We are learning a method of marketing that is ahead of the curve. The majority of companies today are marketing using traditional methods: determine a problem and deliver a solution. But BAM: Customer Experience Design tells us to question our current methods. What if we have a solution and create the demand? Tell me you’re not intrigued!! Being an MBA student we are taught how to be a strong leader in today’s worlds; Customer Experience Design is challenging me to be a strong leader in tomorrow’s world.

What’s the biggest design challenge you want to tackle this fall?

I am particularly interested in the health and wellness industry. From my perspective, it seems that we are moving to extremes…in all aspects of life: is there a middle ground in politics? Religion? Education? NO! It seems people are either all in, or all out. I don’t think we are quite at that point with views on health, but likely, we are moving in that direction. Are you a clean eater who meal preps? Or do you devour an entire pizza on the reg? As a manager at a gym and a fitness aficionado, I hear a lot of excuses as to why someone doesn’t lift weights, do cardio or why they can’t meal prep. How can I be a market driver in the health and wellness industry? What’s the next Uber for Clean Eating?

What are you looking for in a future employer?

I am looking to be part of a company that is forward thinking and excited about its direction. Every product at every company can’t be exciting. However, the environment can be always engaging. If we are solving a problem for our community, whether it’s a big problem or small, I want to be proud of the solution we are providing. Continually look for newer and better ways to solve that problem; Or newer and fresher ways to reach your consumer. An employer with that attitude and who wants to be a market driver is one I want to roll with!