A Peek Inside the Board Nominating Process

One of the most rewarding, yet most difficult, tasks as CXPA Vice Chair is to serve on the CXPA Nominating Committee. The Nominating Committee reviews applications to develop a recommended slate of nominees for appointment to the Board. This is rewarding because it provides a direct opportunity to learn about the passion, dreams and talents in our community – but it is also difficult because of the limited available slots and myriad factors that must be considered. I am writing today to share a “peek behind the curtain” about that process and to welcome suggestions and feedback for how we might improve the process in future years.

As context, CXPA uses its nominating slate process to ensure both in-depth consideration and member involvement in Board selection. This process is outlined in CXPA’s governing bylaws, as are the requirements for Board service and Board composition. There is a public call for self-nominations, a nominating committee comprised of an equal number of members-at-large and current board members, and members vote on the developed slate. While other associations may allow the Board Chair or Board to select its future members, our approach is designed to ensure that CXPA is member-led, member-focused, and representative of the full CXPA membership interests.  

This year, CXPA received more than 60 applications for Board service – up 20% from last year. The initial application (which is also used to apply for other CXPA and CCXP volunteer roles) asked:

·         Why would you like to serve as a CXPA or CCXP volunteer?

·         What unique skills or perspectives would you bring as a CXPA volunteer?

·         How would your background, knowledge and skills contribute to CXPA's progress toward (CXPA’s) long-term goals?

Like most application processes, the attention reflected in the responses was key, as the Nominating Committee is directed to focus on the information presented, rather than personal knowledge or relationships. This year, we saw that strong responses addressed CXPA’s values and business goals; unconditional passion and commitment; and understanding of the role of a CXPA Global Board Director. “Red flags” included a lack of CXPA understanding or experience or a narrow commitment to a particular cause or self-interest.

The Nominating Committee completed its first round of evaluations as independent ratings to classify applications into four tiers. The classification is based on the written responses, consideration of past CXPA involvement, professional role, and region. Most top-tier applicants have held a past volunteer role with CXPA, such as serving on a Regional Council, CCXP committee, or Global Steering Committee – however, it is not a requirement. Approximately twice as many finalists as anticipated available Board slots were selected from the top-ranked tiers for shortlist consideration this year.

Shortlist finalists were asked to submit a two- to three-minute video answering the question, “CXPA has established ambitious goals to ensure global recognition and understanding of the Customer Experience profession, as well as growth of the CXPA. This will require the Board of Directors to work as a governing team to make disciplined choices about resources and areas of focus. How do you envision helping to lead this evolution as a member of the CXPA Global Board of Directors?”

Watching the videos was particularly informative, as they embodied the candidate's passion in their own words. The most successful videos this year thoughtfully and concisely addressed the question, reflecting a commitment to listening and collaboration to enrich Board conversations.  Pitfalls to avoid include spending too much time reiterating information presented in the application or speaking to activities outside the role of Global Board Director.

With all of the application data and video responses in hand, the Nominating Committee looks at both the candidate rankings and potential impact on Board composition. We strive to ensure a strong balance of perspectives including industry and job role background, geographic region, gender, and heritage – all without compromising on the advancement of CX and CXPA strategy. The decisions for the Slate must also consider the current composition of the Board.

This is my second year of service on the Nominating Committee. This year’s considerations were particularly difficult given the exceptionally well-qualified applicants, including numerous strong applicants from most global regions. The selected slate includes leaders who have been actively involved in the development and adoption of new strategic direction for CXPA, as well as practical industry leaders whose experience gives the Board additional insight to tackle important issues such as the impact of AI on the CX-Contact center relationship; connection to employee experience; and collaboration on CX with government entities. CXPA Members can review the slate, see the full Nominating Committee roster, and vote through December 13, 2024 at https://www.cxpa.org/2025boardelections.

I also welcome any questions or suggestions for future Board selection processes via email to nominations@cxpaglobal.org.

Roxie Strohmenger, CCXP

2024 CXPA Vice Chair