Robert Azman

Bob Azman_Spring '23
Robert Azman
Senior Lecturer


Bob Azman is Founder and CEO of Innovative CX Solutions, LLC.  Innovative CX Solutions, LLC is a Customer Experience Consulting specializing in CX Design and Execution, Sales and Service Experience Design and Talent Development.  He is currently the Immediate Past Chairman of the Board of the Customer Experience Professional Association (  

He is the former Vice President, Traveler Experience, Americas and Global responsible for all customer operations in Canada, the United States and Latin America as well as global sites located in Poland, Manila, Bogota and Costa Rica.  In this role, Bob transformed the customer experience for clients and travelers of Carlson Wagonlit Travel.  Prior to joining CWT, Bob was Chief Experience Officer, at Avtex Consulting Solutions, LLC.  In that role, he consulted with companies in a variety of industries on developing and implementing strategies to improve their overall customer experience and service operations.  The last 25 years in business are in service operations leadership roles that have prepared him well for his role at CWT. As a thought leader, practitioner and business partner in customer experience design and execution, he provides a unique perspective on creating companies that are easy to do business with.  

Bob also brings a wealth of diverse, general operations and business background as an executive at large corporations such as Thomson Reuters, Ceridian and Deluxe Corporation.  He has managed global customer service and technical support organizations as well as software implementation and training and development functions in the US, the Philippines, India, South America, Australia, Japan and Europe.

Bob earned both his MBA and bachelor’s degrees from the University of St. Thomas in St. Paul, MN. He is an Adjunct Professor in the University of Minnesota Carlson School of Management’s Supply Chain and Operations Management department teaching Global and Service Operations Strategy and Management at the undergraduate and MBA levels.  Bob also teaches at the Rutgers University School of Business in the Customer Experience Management and Supply Chain Operations Executive Education programs.  He is also a guest lecturer in the MBA program at the University of St. Thomas Opus School of Business.  He is a frequent speaker about developing effective customer experience and service strategies at industry forums and conferences where he receives top ratings on his interactive approach and unique ability to combine academic principles with real life experiences.