Diane Dahl


Diane Dahl, President of The Hartell Group, Inc., is a recognized expert in managing the total customer experience, new service innovation, services marketing, and the training of client professionals. In addition to helping companies manage the total customer experience, Ms. Dahl is an accomplished instructor, having led numerous executive training sessions in North America, Europe, and Asia on such subjects as creating memorable customer experiences, innovating new service opportunities around commodity products, and creating a culture of innovation.

Ms. Dahl’s accomplishments in bringing new services to market have helped both small businesses and Fortune 500 companies create and capture new opportunities with the highest probability of success. Her project experience includes developing a culture of innovation to increase employee and customer loyalty, mapping the total customer experience, and innovating new service offerings to expand client markets.

Her clients include IBM Consulting Group, Sandia National Laboratories, Thomson Medstat, Motorola, Keane Consulting Group, SODEXHO Healthcare, Endeavor Information Systems, AT&T, and Clerestory Consulting.

In addition to over twenty years of consulting experience, Ms. Dahl currently serves on the faculty at the J.L. Kellogg Graduate School of Management for Executive Education courses; Managing New Products and Services for Strategic Competitive Advantage and Creating and Leading a Culture of Innovation, where she lectures on “Differentiating New Service Experiences” and “Igniting Innovation within Service Organizations”.

Before joining the Kellogg team, Ms. Dahl was an Adjunct Professor of Marketing at the University of Chicago Graduate School of Business for nearly ten years, where she taught Marketing of Services in the MBA program and Marketing Service Companies: Creating Profitable Growth in the GSB’s Executive Education program.

Ms. Dahl earned her B.S. degree in Industrial Engineering from Purdue, and has an M.B.A. degree in Marketing Management and Finance from the University of Chicago, where she was awarded the 1994 Alumni Service Award for Distinguished Service to the University.

She also served on the Advisory Board of the Midwest Children’s Brain Tumor Center, is a past President of the University of Chicago Women’s Business Group, and a founding member of Capital Missions Company, a privately held firm dedicated to increasing the flow of equity capital to women-owned businesses in the United States.