CX Course Leader

Professor Adré Schreuder

Experience-Practitioner-Professor | CX Pioneer | Thought Leader

Professor Adré Schreuder is an internationally recognised expert in Customer Experience (CX), blending academic excellence with hands-on business leadership to help organizations become truly customer- and experience-centric.

He completed his BCom, Honours, and MCom degrees cum laude at the University of Pretoria, followed by a DCom from the University of Johannesburg. In 1992, he was appointed Associate Professor, and later served as Full Professor and Head of the Department of Marketing at the University of Pretoria from 1994 to 1999.

In 1999, Adré transitioned from academia to business, founding a customer insights consultancy that grew to over 120 employees.

He also established and chaired the South African Customer Satisfaction Index (SAcsi) until 2019. After successfully leading the company for two decades, he exited the business at the end of 2019.

On 1 September 2022, Adré returned to the University of Pretoria as a Full Professor, where he launched the world’s first Industry Chair in Customer Experience Management—a groundbreaking initiative combining academic research with real-world application.

Adré is widely known for his unique profile as an "Experience-Practitioner-Professor", offering mentorship, training, and coaching to help businesses redefine their purpose, adopt customer-centric strategies, implement leader-leader philosophies, and develop their people to reach both professional and personal fulfilment.

Most recently, he completed the development of a world-first National Customer Experience Index, which is now being prepared for international rollout in partnership with the International Customer Experience Institute (ICXI).

He also serves as the course and subject lead for a comprehensive, multi-level CX training program, which includes:

CX Operational Programme (CXOP)
CX Management Programme (CXMP)
CX Leadership and Masterclass
Personalised C-level CX Coaching Programme