Daniel Lafrenière didn’t learn about customer experience from books. He learned it behind the counter, in call centers, and in back rooms one organization at a time for over 30 years.

Tens of thousands of people have attended his conferences and training sessions, both in Quebec and in France. Everywhere, the same observation holds true: customer experience isn’t about grand initiatives, but about small, thoughtful gestures.

He is the author of a dozen books, including *The (Lost) Art of Commerce* (2026) and *What Is Customer Experience?* (2017), which has sold over 14,000 copies. He is regularly featured in the media (radio, print media, and the Les Affaires blog).

Daniel isn’t one for trends or wishful thinking. He shares what he’s seen, with candor and a healthy dose of humor. And he doesn’t stop at offering food for thought. Participants leave with ideas for simple actions they can implement the very next day to boost their revenue.