New York: November 4th, 2015 - Global research consultancy TNS has appointed Howard Lax as Head of Customer Strategies for the Americas region.

In this role, Howard will lead the further expansion of TNS’s Customer Strategies practice area, working directly with clients on developing effective customer strategy programs, improving the existing offer and leading a dedicated team of Customer Strategies experts across the Americas region.

Howard joins TNS from GfK, where he was a Senior Practice Leader in the Brand & Customer Experience practice. Throughout his career, Howard has focused on customer loyalty and experience, in various roles at market research organizations on both client - and agency side, for the past 20 years. Howard is a recognized thought leader in the industry, having published various articles on customer experience and loyalty in publications such as Loyalty Management, Marketing News, Quirks and many others. He is a frequent speaker at industry conferences and seminars, and has taught marketing in various MBA programs. Howard holds a PhD in Political Science.

Commenting on Howard’s appointment, Mike Gettle, Chief Executive Officer for the Americas at TNS, said: “We’re very excited that Howard has joined us to lead our Customer Strategies practice area across the Americas. Howard is highly regarded in the industry and brings to TNS an impressive amount of experience, having worked with clients across a range of industries to develop and implement effective customer strategy programs.”

Commenting on his new role, Howard added: “Customers are the most important asset for any business. Recognizing the link between customer relationships and business outcomes allows companies to optimize and execute their customer strategies – and put the right measurement systems in place to monitor progress and course correct. TNS has some of the most forward looking thinking in the industry – I am very excited to join TNS and help our clients develop successful customer strategy programs.”

Howard started his new role on November 2nd.