The Customer Excellence Enterprise

Make customer-centricity tangible, sustainable, and real by implementing structural and systemic changes to the DNA of your company.

Businesses need to do more than sell to customers—they need to help them live their best lives. This superior experience is what customers expect and deserve from companies and it’s possible to deliver just that with the framework provided in The Customer Excellence Enterprise: A Playbook for Creating Customers for Life. An enlightening and pragmatic guide, The Customer Excellence Enterprise is for everyone who needs to elevate the customer experience to a fundamental revenue accelerator and value driver. With this fresh perspective on customer-centricity, companies can address the persistent disconnect between their customer-first claims and an often disappointing reality.

Wayne Simmons and Tom DeWitt are practitioners and professors of customer excellence. Wayne is a leader in customer excellence and customer experience management at Pfizer, the Fortune 50 global leader in health care and life sciences. Tom is the founder of CXM@MSU, an industry-facing entity designed to advance customer experience management thought and practice, and the founder and architect of North America’s first master’s degree in Customer Experience Management (CXM) at the Broad College of Business, Michigan State University.

Together, they expertly frame the complexities of consistently delivering a superior customer experience at enterprise and global scale and provide a compelling case for urgency for companies to take the journey to become a Customer Excellence Enterprise (CXE).

Outlining the leadership, organizational, operational, and commercial facets essential for sustained success, The Customer Excellence Enterprise is a comprehensive playbook for any company seeking to differentiate deeply from competitors and win preferred positions in the hearts and minds of today’s discerning customers.

With insights into how companies can become structurally and systemically predisposed to deliver exceptional experiences, the authors draw on real-world practice and examples from customer experience “outliers”―companies renowned for consistently improving their customers' lives. Readers will also find:



Practical strategies for building a case for urgency and mobilizing all levels of the enterprise to deliver tangible results.
Winning methods to build deep emotional connections that lead to lifelong customer relationships.
Insights into the habits and ways of working from customer experience industry outliers.

The Customer Excellence Enterprise: A Playbook for Creating Customers for Life is a must-have for the boards of directors, C-Suite executives, line of business leaders and managers, marketers, sales teams, product leaders, human resources, customer experience, operations and other customer-facing professionals tasked with answering pressing questions like, Why are exceptional customer experiences still so rare? and If customers are truly the most valuable of corporate assets, why are they consistently being treated so poorly? This book serves as an invaluable tool and urgent call to action for anyone committed to elevating how customers are viewed, treated, and valued—the keys to creating customers for life.