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Superficial customer-centricity and old-school CX can’t move the needle. Customer Excellence will.

AI, Digital Democratization, and Experiential Commerce are here. The time is now for Customer Excellence, where CMOs, marketers, and CX pros can unite to turn customer-centricity and customer experience into deeply differentiating strategic assets, organic to corporate success formulas, and the structural and systemic mechanisms that earn preferential positions in the hearts, minds, and lives of today's discerning customers.

Author.

Practitioner.

Keynote Speaker.

Trusted Partner.

Pioneering Customer Excellence to unlock the differentiating and preferential power of customer-centricity and customer experience at enterprise and global scale.

"I do ONE thing: Customer Excellence. Borne of my real-world experience and driven by passion, at the intersection of marketing, sales, and customer experience, this unifying force is about building brand-aligned systems that bring customer-centricity and customer experience to enterprise and global scale. This is for serious companies engaged in intensely competitive markets where the stakes are high for customers, employees, shareholders, and the companies themselves."

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“Brands are no longer defined solely by their proficiency in messaging, creative acumen, advertising prowess, or cunning in selecting the ‘right’ social media influencers. They are defined most authentically by the perceptions of customers derived from their lived experiences."  —The Customer Excellence Enterprise

We set out to close a gap.

We ended up creating a category.

We began writing a book to solve the persistent challenges of customer-centricity and customer experience—and ended up creating Customer Excellence, a unifying force built for an intensely competitive world where customer expectations are in a perpetual state of evolution and elevation.

The cover of a book titled the customer excellence enterprise

"We believe that the authentic purpose that companies are searching for is actually right in front of them: the obligation to help the customers they serve live their best lives."  —The Customer Excellence Enterprise

The unifying power of Customer Excellence, unleashed by CMOs, Marketers, and CX Pros.

Customer Excellence is not a theory—it’s a proven, structural, and systemic approach to hardwire customer-centricity and customer experience organically into corporate success formulas. Through three key points of unification, this is not about sitting adjacent to what already exists; it’s about embedding the customer and their experience into the core machinery of how companies operate and how they create and deliver value.


Brand Promise ↔ Lived Experience: Closes the gap between brand promises, what customers expect (and deserve!), and what they actually feel across their interactions.


Commercial Functions ↔ Customer Value:  Integrates into marketing, sales, and product excellence to create a powerful commercial advantage that is predisposed to drive customer and experience-led growth. 

 

Customer-Facing Functions ↔ Seamless Journeys: It Aligns customer engagement, success, experience, and customer care—eliminating the silos, strctural gaps, and high-risk handoffs that cause dissonance

Customer Excellence at the heart of every

interaction transforms the value exchange.

Experiences today are how brands express themselves. However, twenty-five years after the Experience Economy became a thing, why are exceptional experiences still so rare? These are the truths and questions that are the driving forces for CMOs, marketers and CX pros to embed Customer Excellence at the DNA level.

What the world’s boldest customer-centric leaders are saying about Customer Excellence. 

WALGREENS

“Simmons and DeWitt lay out many of the principles that anyone serving a customer would be wise to read and rightly call for a relentless focus on customer-centricity for leaders everywhere.” 


— TRACEY BROWN, Executive Vice President and President of Walgreens Retail and Chief Customer Officer

STATE OF NEW YORK

“Simmons and DeWitt remind us that customer experience is about building lifetime relationships with customers to enhance their lives. This essential playbook provides leaders with actionable strategies

for delivering customer experience to help sustain the organizational shift to customer centricity.”


— TONYA WEBSTER, New York State, Chief Customer Experience Officer

ADVOCATE HEALTH

“More than a book; it’s a compass for organizations navigating today’s interconnected marketplace with authenticity and purpose. A practical guide for leaders committed to restoring humanity and

integrity in customer relationships.” 


— BRADLEY KRUGER, Enterprise VP Patient Experience, Volunteer & Guest Services, Advocate Health

DOW

“A must-read and offers a compelling view on why customer-centric enterprises will win and deliver superior business results. This is

where the B2B world is heading, be prepared!”


—RICCARDO PORTA, Global Director for CX, DOW

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IPSOS

“Really brings to life the importance of an organization placing the customer at the heart of its strategy and decision-making. With

proven linkage between business performance and customer experience this is a strong read for any senior executive.”


—BEN LLEWELLYN, Global CEO Customer Experience, Ipsos

FAQS

  • ➤ What exactly is Customer Excellence, and how is it different from traditional CX?

    Most organizations fail to sustain customer-centric momentum because they approach it as a symbolic change, not a functional shift. They launch NPS dashboards, run customer journey mapping workshops, or appoint a Chief Experience Officer—but without altering the decision rights, governance models, incentives, or resource flows that shape daily behaviors, these efforts remain surface-level. Organizational ambition without DNA-level transformatiion leads to inconsistencies, variations and ultimately regression.Customer Excellence unifies and elevates customer strategy, engagement, experience, success, and care into a scalable system. Unlike traditional customer experience (CX), which often operates as a silo or initiative, Customer Excellence is embedded in the business model and success formula —transforming experience into a deeply differentiating competitive and commercial asset.

  • ➤ Why is Customer Excellence critical now?

    In saturated markets where product and messaging no longer guarantee preference, experience has become the differentiator. Customer Excellence enables organizations to become predisposed to consistently high-value, low-friction experiences that build trust, loyalty, and long-term growth—especially in industries under pressure to transform.

  • ➤ How does Customer Excellence help companies create customers for life?

    We transform operating models to align with customer journeys—not internal processes. By designing brand-aligned Ideal Experiences and building the systems to deliver them, we help organizations earn preference and expand customer lifetime value across the full relationship cycle.

  • ➤ What kind of companies benefit most from Customer Excellence?

    Customer Excellence is especially impactful for large or global enterprises in complex, highly regulated, intensely competitive, or commoditized sectors—like pharma, finance, healthcare, retail, and hospitality—where trust, relevance, and interaction quality are essential to brand perceptions, growth, and value creation.

  • ➤ What makes this approach different from traditional approaches?

    I'm a practitioner and builder, not a podcaster or performer. I bring deep transformation experience, a proprietary methodology (CXEdna), and a commitment to operationalizing customer-centricity and customer experience at enterprise and global scale, closing the gap between intent and impact.

  • ➤ How do you measure the financial impact of Customer Excellence?

    I connect customer experience to financial performance by making Customer Excellence an organic element of the value creation formula. As a distinct feature, this involves revenue protection -- tracking improvements in acquisition efficiency, retention, and expansion to protect revenue and value already captured from marketing and sales investments and initiatives. 

  • ➤ How do we get started with Customer Excellence?

    Many organizations already believe in customer-centricity—but belief isn’t enough. The first step is turning leadership intent into enterprise-wide conviction. Wayne Simmons’ speaking engagements, leadership workshops, and immersive training experiences are designed to build alignment, momentum, and clarity. From there, we partner with clients to assess readiness and define the roadmap for enterprise-wide activation.

Partner with the author, Wayne Simmons, to bring The Customer Excellence Enterprise into your organization, conference, or event.
Custom packages can include books, workshops, keynotes, lunch & learns, book chats, and additional resources.

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