ServiceThinkTank Overview

An added element that gets to the heart of the true meaning of a symposium for this year’s program is what we are calling a “ServiceThinkTank”, an event that was previously an invitation-only event for the CSL board and faculty network. The session will focus on dialogue, networking, and bringing in more ideas from academia and other thought leaders, adding a new and vibrant dynamic to the program.

New Dates Coming Soon

ServiceThinkTank Host:

Sterling BoneSterling Bone
Associate Professor of Marketing
Jon M. Huntsman School of Business

Sterling A. Bone is an Associate Professor of Marketing at the Jon M. Huntsman School of Business and serves on the Arizona State University Center for Services Leadership research faculty network. He received his B.A. (2000) and M.B.A. (2001) from Utah State University where he also served on the President’s Leadership Council (1994-1995, 1997-2000). He received his Ph.D. from Oklahoma State University in 2006.

His research focuses on transformative service research, customer engagement, and service innovation. Current projects include work that investigates perceived and actual marketplace discrimination; virtual reality in customer experience management, holistic feedback management systems, and the timing of service innovation deployment. His research has appeared in Harvard Business Review, Journal of Marketing Research, Journal of Consumer Research, Journal of Service Research, Journal of Public Policy & Marketing, and other notable journals. He currently serves on the editorial review board of the Journal of Service Research, Journal of Public Policy & Marketing and the Journal of Business Research.

His teaching is focused on strategic selling, account management, business development, and marketing skills. Sterling’s students have launched sales and marketing careers with many Fortune 500 companies. Prior to his academic career, Sterling worked as a service and sales professional in residential and commercial real estate. In his free time, Sterling enjoys long-distance running, fly-fishing, farming, and traveling with his wife and three sons. He can be reached at

Keynote Presentation:

Professor Len Berry

Service Lessons from Healthcare
Len Berry
Regents Professor, M. B. Zale Chair in Retailing and Marketing Leadership
Presidential Professor of Teaching Excellence
Senior Fellow, Institute for Healthcare Improvement
Bestselling Author of Discovering the Soul of Service and
Management Lessons from Mayo Clinic

Professor Leonard Berry has devoted his career to services research, particularly services marketing and service quality improvement. About 20 years ago he did a sabbatical leave at the Mayo Clinic, became fascinated with the opportunity to improve healthcare service, and has been doing health services research ever since. In this presentation, he will discuss key lessons for service organizations in general that he has learned from studying healthcare, one of the most challenging of all services to deliver efficiently, effectively and safely. Among the variety of topics Professor Berry will cover are the importance of boundarylessness, identifying and abandoning ” never words”, employee volunteerism, institutional self-confidence, and organizational generosity.

Mainstage Presentations:

Aric ZionPresentation Title and Description Coming Soon
Aric Zion
Chief Executive Officer
Zion & Zion

Aric’s background includes a Master’s in Computer Engineering, Executive MBA training at Emory University, and PhD-level training in marketing at Arizona State University. His past employment includes being the senior marketing leader for EMEA product marketing at Nortel (ranked Fortune 154 at the time). His other experience includes several years’ of global assignments in account marketing and product marketing based in The Netherlands, Tokyo, and London.

Aric’s training and experience in senior and global management, marketing, market research, engineering, statistics, and design thinking converge to form a unique base from which he has drawn in building the team and culture at top-ranked marketing agency Zion & Zion.

Aric currently serves as Zion & Zion’s CEO. At present, Zion & Zion has numerous agency of record relationships with public and private companies including: Aristocrat Technologies, ARS/Rescue Rooter, BD, ISM Raceway, Sun Health, and Walmart.

David BeinhackerPresentation Title and Description Coming Soon
David Beinhacker
Chief Research Officer
Customer Care Measurement & Consulting

David Beinhacker is Chief Research Officer for Customer Care Measurement & Consulting (CCMC). CCMC helps Fortune 500 companies from every sector achieve a better ROI for improving the customer experience.

With his considerable expertise managing customer satisfaction/brand loyalty studies, David oversees CCMC’s measurement practice. Blending his knowledge of innovative research methods and practical experience, David’s strength is his ability to help clients set priorities and drive actions that improve the “bottom line”. As he sees it, complex statistics and mathematics don’t have much value if they don’t genuinely shape decisions and actions that improve the customer experience.

Interactive Roundtable Discussion Sessions