Jim Tincher sees the world through the eyes of customers. He is a nationally recognized customer experience expert and keynote speaker, and the coauthor of How Hard Is It to Be Your Customer? Using Journey Mapping to Drive Customer-Focused Change.

Jim developed a passion for customer experience when leading CX programs at Best Buy and UnitedHealth Group. An early advocate for CX, he was the second customer experience professional in the world to be certified by the Customer Experience Professionals Association (CXPA). His customer experience consultancy, Heart of the Customer, delivers next-generation CX best practices that go beyond insights and recommendations to empower and activate organizations to generate customer-driven value and bottom-line growth. Jim serves on the Consumer Insights and Analytics Advisory Board for the University of Minnesota Duluth, and lives in Minneapolis, MN, with his wife, Sue.