Kantar, the world’s leading marketing data and analytics business and indispensable brand growth partner to the world’s top companies, today announced a major investment in its Customer Experience (CX) practice with the appointment of Ben Lawder as Senior Vice President and CX Practice Lead for North America, reporting to Brian James, EVP of Industry at Kantar. Kantar’s CX is distinguished by its ability to connect experience data with advanced analytics, revealing how customer interactions drive overall brand growth and financial outcomes. Lawder joins Kantar from Qualtrics, where he played a pivotal role in CX strategy and enterprise sales, helping the company become the world’s largest CX software vendor. He has also held CX and market insights leadership roles at ADP and Equifax.
Lawder’s appointment is part of a broader strategic initiative to expand Kantar’s CX capabilities, invest in new technologies, and deliver deeper insights that help brands become indispensable to their customers. The company is rapidly scaling its CX team, launching new solutions, and deepening its analytics to meet growing client demand.
With more than 20 years of experience designing and leading CX programs for global brands, Lawder brings deep expertise in connecting customer experience to brand equity and business performance. He has advised leaders at over 300 organizations, including more than 25 of the Fortune 100 companies, and is a recognized thought leader at industry events such as CXPA, Gartner, Forrester, and TMRE.
“Customer experience accounts for 75% of a brand’s impact. Yet, too often, brand and customer experiences are planned, executed, and measured in silos—limiting their full potential,” said Jeff Greenspoon, CEO of Kantar Americas. “Our investment in this space, and the appointment of Ben Lawder as Head of CX, mark a significant milestone for us in North America. At Kantar, CX is not just about measurement; it is about shaping the future of our clients’ brands by understanding what matters most to their customers—today and in the years ahead. From the rise of AI-driven interactions to evolving demographic behaviors, Ben’s strategic vision and proven leadership will enable our clients to unlock the true value of customer experience, connecting every touchpoint to brand equity and enterprise growth."
Kantar is redefining customer experience in North America with innovative solutions like ExperienceEvaluator, enabling brands to benchmark against their peers in less than a week. By integrating advanced attitudinal and behavioral analytics with industry-leading expertise, the CX practice positions its clients to become essential partners in their customers’ lives.
Lawder shared, “CX is the foundation for lasting relationships and business performance. I’m thrilled to be joining Kantar, the only organization uniquely placed and able to connect experience data to brand equity and financial outcomes, helping brands turn every moment into a growth opportunity.”
To learn more about how Kantar can optimize your brand customer experience, click here: https://www.kantar.com/solutions/customer-experience
About Kantar
Kantar is the world’s leading marketing data and analytics business and an indispensable brand partner to the world’s top companies. We combine the most meaningful attitudinal and behavioral data with deep expertise and advanced analytics to uncover how people think and act. We help clients understand what has happened and why and how to shape the marketing strategies that shape their future.
For further information, interviews, or images, please contact:
Anna Wilgan, Vice President, Public Relations, Kantar
Anna.wilgan@kantar.com
201-421-5847