Charl Lombard

Charl Lombard became Chief Client Experience Officer at Goosehead Insurance in April 2025 after joining the company in 2024 to lead enterprise transformation. He brought more than 25 years of transformation experience from McKinsey, Sabre, Info-Tech Research Group, and PwC into a role that now combines client service with the work of redesigning how Goosehead delivers it.

Lombard sees culture and change management as central to any successful transformation. For him, the harder work is building an organization willing to rethink how work gets done, experiment before every answer is known, and give teams enough room to adapt as technology develops. That ability to change alongside the tools is what turns new technology into meaningful operational progress.

Lombard also argues that workflow redesign matters more than model selection, and wants AI teams close to the business, with people who understand both the technology and the client journey well enough to know where automation creates useful leverage and where it simply adds another layer of complexity.

As AI absorbs more transactional service, he expects human roles to become more specialized, consultative, and valuable. Insurance offers plenty of moments where speed alone isn’t enough, particularly when a customer is dealing with a loss or trying to understand a complicated decision. His aim is to clear routine work from employees’ plates, so they have more capacity for those conversations, while AI handles the interactions that don’t require the same level of expertise or empathy.

He describes CX transformation as a messy period of parallel systems, imperfect human-AI handoffs, experimentation, and gradual workflow integration before the larger gains appear.