Richard Effirim is senior director of performance excellence at TXU Energy, a market-leading competitive retail electricity provider, powering the lives of more Texans than any other retailer. In addition to serving more than 1.7 million customers, TXU Energy is a top innovator in the market. Effirim leads the performance excellence group and oversees the customer quality and innovative automation programs at TXU Energy. These programs methodically looks at all key business processes with the objective of developing fundamental improvements and automation across the board and creating an excellent customer experience. Effirim is also responsible for prioritizing and managing the development and execution of major technology and business initiatives at TXU Energy. Prior to his current role, Effirim was director of customer quality, responsible for leading the implementation of lean practices and a culture of continuous improvement at TXU Energy. Effirim has been in multiple roles at TXU Energy including several years in finance and planning, business technology and customer operations, where he led the company’s enrollment processes for residential customers. Effirim’s experience covers a diverse range of leadership assignments ranging from long term cost management and planning to implementation of new technologies and processes.