Ryan McKeever

About Ryan McKeever

Most organizations treat customer experience as a measurement program. I treat it as the discipline that drives profit. My career has been purposefully winding, and that\'s exactly the point. Before \"CX\" existed as a discipline, I was already doing the work: running a small business where every customer decision hit my P&L directly, leading advertising campaigns that had to change behavior, building marketing strategies grounded in research, and negotiating real estate transactions where trust was the product. When I discovered CX consulting, I found the methodology that connected all of it: using customer experience as the logic that governs how an organization makes decisions, allocates resources, and creates value. Since then, I\'ve been a practitioner at enterprise scale. At Target, I shaped the omnichannel guest experience, built journey analytics that informed brand strategy, and immersed employees in the customer\'s reality. At Citi, I lead CX strategy, design, and governance for U.S. Retail Banking, building the measurement frameworks, operating rhythms, and experience economics that connect customer outcomes to business performance. I work across CX strategy, research and insights, journey design, measurement and economics, and culture and accountability. That breadth is rare, and it\'s what allows me to build CX into how an organization actually operates, not just how it measures. What I bring to an executive team: the ability to connect customer truth to business economics, build governance that scales, and make CX a source of revenue, risk reduction, and competitive advantage.

Experience

1. Head of Customer Experience, U s Retail Bank

   Citi

   Nov 2021 — Present · Dallas-Fort Worth, TX, US

   Previously Head of CX Design, U.S. Personal BankingLead CX strategy, design, research, and governance for U.S. Personal Banking. Built the Experience Governance function that connects customer insights to executive decisions across all lines of business. Established the CX Measurement Framework linking customer metrics to business KPIs. Designed and piloted a new omnichannel account opening journey.

Education

• altMBA

  altMBA11

  2017 — 2017

• Darla Moore School of Business at the University of South Carolina

  MBA

  1998 — 2000

• University of Memphis

  BBA, Marketing

  1994 — 1998