Larry Crosby — Ph.D., Chief Loyalty Architect, Synovate Customer Experience

Larry Crosby is Chief Loyalty Architect of Synovate, and thought-leader in the Synovate Customer Experience Practice. A recognized authority with 30-plus years in the field, Larry has advanced the state-of-the-art in analyzing customer loyalty and applying research to improve business management. His published contributions have helped to move the entire industry's knowledge base from satisfaction to loyalty measurement and customer experience management.

Prior to Synovate Loyalty, Larry was CEO of Symmetrics Marketing Corporation, an industry leader in customer loyalty research and consulting which was acquired by Synovate in 2004. Before that, Larry served as President of CSM Worldwide, an international network of research and consulting companies focused on customer satisfaction measurement. For ten years, he was Professor of Marketing at Arizona State University (ASU), where he helped found the renowned Center for Services Leadership. He continues to serve on the Center's Board of Advisors. He also held faculty positions at the University of Nebraska and the University of Michigan and is an honorary faculty member of the Swedish School of Economics and Business Administration in Helsinki, Finland.

Larry keynotes at numerous national and international conferences, has authored more than 60 articles and papers that have appeared in leading business and social science publications, and co-authors a bi-monthly column on customer bonding for the AMA's Marketing Management magazine.

Larry has a BGS, MBA and Ph.D (Business), all from the University of Michigan.

When not travelling on speaking engagements, Larry can be found hanging out in Telluride, Colorado, because "it's just about as close to heaven on earth as you can get." He is curious about why the Anasazi Indians disappeared from the southwestern United States around 1300 A.D. If stranded on a desert island, Larry says that he couldn't live without cookies.