2021 NOW CX Awards

Celebrating excellence in ecommerce customer service

Congratulations to our 2021 winners! Scroll down for the full list of winners. For general inquiries, please reach out to nowcxawards@simplr.ai.

Introducing the NOW CX Awards

Simplr is proud to announce the inaugural NOW CX Awards, which recognize CX leaders who are committed to eradicating customer neglect through exceptional online experiences.

The winners represent ecommerce brands that have masterfully used CX to exceed the demands of the “NOW Customer” and, as a result, generated ongoing loyalty and revenue for the business. 

The award is named in honor of NOW CX, a new phase of CX that gives consumers an always-on, always-personal experience, whenever and wherever they want to engage. 

How were the 2021 NOW CX Awards winners selected?

The winners of the 2021 NOW CX Awards represent the top performers in a sweeping, year-long mystery shop of over 1,500 ecommerce brands. The brands —which included a mix of both digitally-native and enterprise ecommerce websites—were pulled into the third-party research based on annual revenue and average monthly web traffic.

Companies were evaluated based on the following metrics, which were determined by the third party research firm in alignment with the tenets of NOW CX.

Critical metrics included:

Only a select few earned an “exceptional” experience rating, with high marks in effort and repurchase rate to match. Click here to access the full report.

2021 NOW CX Award Winners

Sameer Aggarwal

Chief Operating Officer
Sam’s Club U.S. eCommerce

Meg Armstrong

VP Marketing and Ecommerce

Jennifer Bell

Head of Digital Marketing

Anna Billings

CX Manager

Charlie Bini

Chief Sales Officer

Brandon Blahnik

Director of CX
Made In Cookware

Brett Briley

Senior Manager, Customer Experience
American Eagle Outfitters

Jeremy Brown

Chief Executive Officer
Frank & Oak

Tramaine Browne

Manager, Customer Service
Hunter Boot

Gail Burr

Senior Director of Operations
Thrive Causemetics

Shawn Conway

Chief Executive Officer
Peet’s Coffee


Kate Cummings

Brand Marketing Director, Skincare

Nic Cadwallader

Senior Director of Customer Experience

Hannah Dorafsha

Sr. Customer Care Manager
Kindred Bravely

Luis Espitia

Director Customer Care
Living Spaces

Tanya Fischesser

Chief Financial Officer
Fox Head, Inc.


Parm Gill

Director, Ecommerce Operations

Sandi Grbavac

Director of Brand Operations
Too Faced Cosmetics

Kevin Groen

Vice President, Customer Operations
Lumens Light and Living

Josh Hamman

Director, Client Services
Paula’s Choice

Julie Hengemuehler

Director of Customer Care

Mari Hill

Director of Customer Service
Ethan Allen

Joe Kelly

Head of Support and Sales

Erica Kerns

Senior Director of Customer Experience
J. Crew

Smith Ketterer

Head Of Customer Experience
Outdoor Voices

Daisy Koltov

Director, DWR eCommerce & Digital Marketplaces
Design Within Reach

James Lang Group

VP, Head of Digital and Customer Care

Eileen Lessard

Director of North America Ecommerce

Janice Liebson

Director of Customer Service
Eileen Fisher Inc

Caitlin Lier

Director of Customer Support
HUM Nutrition

Jack Lorentzen

Senior Manager of Customer Experience

Ted Macias

Head of Customer Service
Journeys (Genesco)

Mitchell Modell

Chief Executive Officer
Modell’s Online

Thomas Mulliez

Director/ Head of Ecommerce Ops and Servicing

Craig Olson

Director of Customer Service

Massimo Paloni

Corporate Information Technology Application Director

Wes Powell

VP of Customer Service

Amaris Ramirez

Customer Experience Manager
Princess Polly

Andrew Rauch

Executive Director, Global E-Commerce, Digital Marketing & Analytics
Urban Outfitters

Ryan Rickabaugh

Director of Customer Experience

Kevin Scerbo

Head Of Customer Experience

Jessica Schulte

Director of Community Happiness
Grove Collaborative

Shlome Seidenfeld

Vice President, eCommerce
B&H Photo

Joon Silverstein

Senior VP of Global Digital Customer Experience

Danielle Tovar

Assistant Manager of Ecommerce
Lime Crime

Bianca Waldherr

Head of Operations
Projects Birkenstock

Matthew Walker

Senior eCommerce Product Manager –
DICK’S Sporting Goods

Brenna Welch

VP of Customer Service

Christopher Wellborne

Director of Customer Service & SOP

Nicolle Yu

Ecommerce Executive
Hype DC

What is “Exceptional”?

All NOW CX Award winners nabbed an “exceptional” satisfaction score in the third-party review. Mystery shoppers were instructed to consider exceptional as “on-par with the best experiences they’ve ever had in their lives, online or offline.” After all, the NOW Customer interacts with world-class brands every day, which – whether it’s fair or not – has significantly raised the bar for every other interaction.

The results are in!

We mystery shopped nearly 1,500 ecommerce brands to see which had the best online CX. See which came out on top, and which are potentially losing millions a day!