CEM & CRM Consulting · Since 2012
We help organizations design, measure, and activate customer experiences that drive real business results — bridging rigorous research with hands-on execution.
Led by Sol Tanguay, Ph.D. — Faculty Lecturer, McGill University.
What we do
Strategic frameworks, persona development, journey mapping, and touchpoint optimization — turning every interaction into a value-creating moment.
Explore CEM →CRM strategy, selection, implementation, data modeling, and adoption — so your CRM becomes a true business enabler, not just a tool.
Explore CRM →Turn data into insight and insight into action — analytics, measurement, personalization, and smarter budget allocation across channels.
Explore Data Marketing →Who leads the work
Sol Tanguay holds a Ph.D. in Information Systems & Marketing from HEC Montréal and teaches at McGill University’s Desautels Faculty of Management. For over a decade he has helped organizations — including global clients — translate rigorous research into measurable CEM and CRM results.
Free resource
A practical, research-backed guide for B2B organizations ready to move customer experience from intention to measurable performance.
In their words
Few presenters bring the level of passion and expertise that Sol delivers. If you want to take your CRM and marketing strategy to the next level, you need him in front of your plans.
Sol brings the perfect combination of theory and practice. He listens first, then brings rich insights and meaningful structure to the problem at hand.
Enthusiastic, authentic, and deeply knowledgeable. Our team walked away with a structure we could actually put to work the next morning.
Pick a time to start the conversation with Sol. No pitch — a focused look at where you are and where the leverage is.
or email sol.tanguay@initiativenet.com · (514) 742-1998