A citizen centric community forms to shape the growth MiCustomer digital experience platform (DXP) through insight, collaboration, and purpose.

FOR IMMEDIATE RELEASE
HERNDON, VA — May 15, 2025 — avertra is pleased to announce the official launch of the MiCustomer User Group (MUG), MUG is a community of passionate individuals from highly regulated industries dedicated to driving human-centric innovation and shaping the future of customer and employee experiences through the MiCustomer digital experience platform (DXP). Operating as a collaborative partnership, its members collectively learn and share insights to guide MiCustomer’s evolution, transforming visionary ideas into impactful, real-world solutions that address cross-industry challenges and foster empowered experiences.

Designed to foster open dialogue between industry thought leaders and the customers of the MiCustomer digital experience platform, MUG provides a space for meaningful contributions, informed critique, and platform innovation grounded in operational reality. The group includes professionals from across highly regulated, citizen-centric industries, each offering perspectives shaped by direct, day-to-day experience with the platform.

“As the Director of Customer Operations at Puget Sound Energy and chair of this esteemed board, I am proud to be leading a community of like-minded innovators committed to shaping a brighter digital future,” said Carol Wallace, Chair of MUG. “Harnessing our collective insights and experiences allows us to meet today’s needs while anticipating tomorrow’s challenges. Every interaction we shape through this group is intended to deliver meaningful, lasting impact.”

MUG: Turning insight into action

Through open dialogue and thoughtful critique, MUG members bring the customer’s voice directly into the product development cycle. This ongoing exchange ensures that improvements to the MiCustomer platform reflect not only technical feasibility, but also real-world application and measurable impact guided by insights from millions of end-users.

MUG: Rooted in experience, built for impact

MUG is designed to elevate shared experience into collective progress. By surfacing common pain points and exchanging practical knowledge, members help shape personalized solutions that reflect the realities of daily work. From personalization to operational efficiency and scalability, such conversations fuel innovations that extend beyond individual organizations, supporting better outcomes for the customers and communities served.

The founding MUG board stewards the community’s ongoing vision toward more inclusive and genuinely human-centric experiences, and comprises respected leaders representing a range of disciplines and service sectors:

  • Chair: Carol Wallace, Director of Customer Operations, Puget Sound Energy
  • Board Member: Theresa Burch, Manager, Customer Solutions – Billing & Payment, Puget Sound Energy
  • Board Member: Melissa Cosby, Director, Customer Experience Strategy & Service Excellence, TECO Energy
  • Board Member: Amanda Doucette, Manager, Enterprise & Business Applications, Halifax Water

Aligning product development with real-world needs

 MiCustomer is designed to support complex service organizations in transforming how they serve both customers and employees. The formation of MUG ensures that its ongoing evolution is guided by practical insight and grounded in the needs of those it’s built to empower. The group reinforces avertra’s long-standing belief that customers are not just users of technology—they are collaborators in its progress.

About avertra

avertra is a global digital experience company, founded in 2007 with a mission to simplify life through digital experiences. From the start, the company has woven customer and employee experience into its approach, helping service-based organizations reimagine operations through human-centered innovation.

With offices in the United States, Jordan, the UAE, India, Colombia, and the Netherlands, avertra impacts clients across utilities, banking, logistics, professional services, and government.