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About The CX Lead: Building Better Experiences

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Shaping Better Experiences

The CX Lead’s mission is to help SaaS customer experience leaders understand, evaluate, envision and implement the most impactful of CX strategies and solutions. Our primary audience is SaaS industry C-Suite leaders, but our fresh perspectives and approachable style make The CX Lead the go-to resource for any CX professional looking to improve experiences and advance their career.

Our Vision For The CX Lead

Our mission is to help SaaS businesses of all sizes deliver exceptional customer experiences by providing expert insights, actionable strategies, and in-depth software reviews.

Exceptional customer experience is no longer a nice-to-have, it’s a must-have. That’s why we are passionate about helping brands forge meaningful, memorable, and profitable relationships with their customers.

Our contributors are experienced CX professionals, consultants, and thought leaders who are dedicated to sharing their knowledge and expertise to help you succeed. Whether you’re just starting out or looking to take your skillset to the next level, we’ve got you covered.

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Meet the Team

The CX Lead is a labor of love shared by our small, dedicated team and media tech company Black & White Zebra. These are the faces that make the magic happen!

Ben Aston

Ben Aston


Ben Aston co-founded The CX Lead in 2019 with Experience Ecosystem leader Warren Anthony. Since then, he has been instrumental in expanding the publication into an active community of +10,000 monthly readers and +20 contributors in fields like customer experience, customer success, experience design, UX research, and VOC program management. Ben is also the founder and CEO of Black & White Zebra, a media tech company.


Craig Borowski


Craig Borowski is the Editor of The CX Lead. His customer experience career began in the early 2010s as a SaaS industry analyst researching the roles technology plays in customer service and call center management. Craig has worked with some of the biggest thought leaders and trend-setting SaaS companies in the customer experience space, helping countless readers anticipate and adapt to customers’ changing preferences for digital experiences.


Nicolle Rockstroh


Nicolle is a graphic designer and illustrator with several years of experience in advertising and brand design. She creates digital assets, social media graphics, editorial design, and visual identities. She’s the creative genius behind all the The CX Lead’s colorful illustrations and recently updated brand identity.

Jason Fung

Jason Fung

Marketing Coordinator

Jason is the Marketing Coordinator for The CX Lead and oversees the publication’s marketing and distribution initiatives. Jason brings an extensive marketing background with experience working for several tech startups and SaaS enterprise organizations.

Learn, grow, and share with like-minded individuals who are all tackling the same question: what makes a better experience?

Join us and keep up with the latest discoveries that help us understand the customer experience. Contribute to our discussion about the new technologies, studies, and trends that impact how we understand customer behavior.


Want To Advertise To CX Practitioners?

In the buoyant CX marketplace, The CX Lead provides the most targeted and cost-effective media on the market, equipping our advertisers to promote to senior decision makers involved in experience design.

We work strategically with our advertisers to ensure that their activities achieve maximum reach and impact through a rich variety of promotional packages—all of which can be tailored to your specific campaign objectives.


Become a Contributor!

We are always looking to grow our community of thought leaders! If you’re looking to share your expertise with our readers, we want to hear from you. We consider applications for long-term, short-term, or one-time contributor relationships.