THE PCG TEAM

Tom Cooper

Director, Client Solutions

Tom has more than 35 years experience in the customer success industry, serving a wide range of public, private, and nonprofit organizations. He is deeply involved in innovation and improvement projects, turning customer information into actionable initiatives that ultimately boost revenues or improve customer service. He’s led over 100 projects to understand customer satisfaction drivers and develop solutions that improve both customer and business results. Tom co-developed the Net Impression^® technique for identifying customer service improvements with highest leverage impact.

Tom specializes in identifying customer investments with the greatest return. He led multiple engagements during his 17-year relationship  with the Internal Revenue Service, all aimed at improving taxpayer satisfaction and business results. This includes overseeing data analysis and predictive projects across the agency, and developing transactional customer and partner satisfaction surveys for each IRS division. Other notable clients include Centers for Medicare & Medicaid Services, Veterans Administration, Department of Commerce, Export-Import Bank, and the U.S. Forest Service.

Expertise

• Founder and leader of Net Impression methodology
• Expert in understanding customer satisfaction drivers and developing solutions to improve both customer and business results
• Specializes in identifying customer investments with the greatest return
• Has directed projects in the fields of health care, consumer services, computers and internet technology, education, financial services, telecommunications, utilities, professional services, transportation, and non-profit groups

Education and Affiliations

• Stanford School of Business, MBA
• Princeton, AB in Economics
• Member, Stanford Business School Alumni Consulting Team (ACT)
• 10-year tenure as Coach coach of Stanford Business School students
• Former Service Marketing Instructor, Stanford Graduate School of Business
• Board, Palo Alto YMCA

 “Asking ‘why not’ leads to great outcomes.”

Peter Webb

Senior Research Fellow

Pete has 35-plus years of experience in communications, social marketing, customer experience, marketing and survey research, and quantitative methods. He has applied his expertise to government, health and human services, education, financial services, housing, energy, telecommunications, and advertising. He has directed projects that measured and improved passenger satisfaction at Boston Logan International Airport, Massachusetts Port Authority, and the three major New York area airports, as well as for numerous airlines including American, United, Continental, and Southwest.

Pete co-developed PCG’s Net Impression^® Leverage Analysis and Service Innovation processes, as well as the Net Optimizer-Communications model, an innovative communications concept testing program that prioritizes combinations of media and messages for achieving specific behavioral objectives. As an active member of the Innovations in Social Marketing group (ISM), Pete helped organize and conduct global social marketing conferences that brought together social marketing practitioners and academic experts. He’s taught marketing at the University of Illinois and at Stanford University’s Graduate School of Business.

Expertise

• Specializes in service design, survey research, quantitative analysis, and marketing communications that encourage behavior changes
• Founder and developer of proprietary analysis technique for prioritizing service improvements processes
• Co-developer of Net Impression^® leverage analysis and service innovation
• Co-developer of the Net Optimizer-Communications for determining best message campaign

Education and Affiliations

• Stanford, PhD, Marketing
• University of Chicago, MBA
• Yale, BA, Mathematics and Economics
• Innovations in Social Marketing Group (ISM), Member
• Steering Committee of Innovations in Social Marketing and Conference Group
• Contributor to Social Marketing by Philip Kotler and Nancy Lee

“Analytics is actually a creative endeavor.. because when done well it reveals opportunities.”

Toby Board

Senior Research Analyst

Toby is a survey researcher with over 6 years of experience in survey design and analysis spanning multiple fields of research, including law, criminal justice, political science, marketing, sociology, and psychology. Toby’s expertise is in the design, programming, and collection of both small- and large-scale surveys with the objective of receiving actionable data at a high response rate. Toby has managed fielding for online, phone, and mail surveys ranging from 50 to more than 5000 completes. Additionally, Toby has extensive experience in the management, cleaning, and analyzing of survey data. He is well-versed in several types of statistical analytics software, including SPSS, SAS, R, and JASP. Toby has experience in data visualization software, including PowerBI, Tableau, and Google Charts. He has led data collection for academic, government, and commercial clients such as East Carolina University, North Carolina State University, North Carolina Department of Environmental Quality, United Way, Vidant Health, and the City of Raleigh.

Education & Affiliations

• PhD in Occupational Health Psychology, East Carolina University, in process
• M.A. in General Theoretical Psychology, East Carolina University, 2018
• M.A. in Clinical Psychology, Eastern Illinois University, 2016

Ariga Eyvazi

Research Analyst

Ariga is a board-certified Behavior Analyst with 7 years of experience providing behavior change services She has an extensive background in project management, behavior skills training, data collection, analysis and interpretation, and survey programming, Ariga leverages her expertise in behavioral analysis to gain deeper insight into people’s experiences, beliefs, motivations, and the impact of environmental factors on their behavior. Previously, Ariga served as a Qualitative Researcher at the University of California, Los Angeles, where she successfully implemented focus groups and survey administration to understand attitudes and behaviors. Additionally, as a Director of Training, Ariga effectively oversaw 20+ trainees and managed the entire training cycle from initiation to completion. Her unique blend of skills and experience makes her a valuable asset to understand and improve human behavior through qualitative research.

Education

• M.A. in Behavioral Psychology, Pepperdine, 2020
• B.A. in Psychology, University of California, San Diego, 2015
• Board Certified Behavior Analyst Certification, 2020

Verasight is a new firm staffed by veteran experts in quantitative research, national polling and statistics. Identifying that current methods have too much error and are too expensive, Peter Enns and Ben Leff  created a “next generation” methodology.  Verasight has specifically addressed some of the potential shortcomings among established probability samples by combining an address-based probability frame based off the U.S.P.S. Sequence File with dynamic online targeting.

Davis & Company, Inc. (MDAC) was established in 1985, and is now one of the largest minority-owned and operated full-service research and evaluation firms in the United States. MDAC specializes in social science research, analysis, and program evaluation with an emphasis on scientifically rigorous data collection. Additionally, MDAC excels in IVR (Interactive Voice Response) projects, leveraging advanced technology to streamline customer interactions and enhance service efficiency. MDAC’s professional contact center provides inbound and outbound contact center services tailored to manage fluctuations in call volumes, with close to 100 agents ready to adapt staffing as needed. Equipped with advanced technology and a focus on continuous improvement, MDAC ensures operational excellence and high customer satisfaction, including specialized support for diverse populations and multilingual needs.