A Singular Focus on Customer Excellence.
New Title
provocateur (n): 1. a person who provokes disruption, catalyzes reinvention, or the like; an agitator for the future and progress; 2. a CMO, Marketing, or CX professional whose Customer Excellence conviction and actions are regarded as a disruption to the orthodoxy, accepted values, or practices.
My name is Wayne Simmons, and I am on a mission to bring the power of Customer Excellence to the world.
For over two decades, I’ve worked with intention inside some of the world’s most iconic brands and complex organizations to earn the right to be a Trusted Partner to CMOs, marketers, and CX leaders. With that mission, I focus on ONE THING: Customer Excellence. Grounded in real-world experience at the intersection of marketing, sales, and experience, I build the brand-aligned commercial operating systems and facilitate DNA-level change that turns customer-centricity and customer experience into deeply differentiated commercial assets. Nice to meet you.
From first-of-a-kind, customer-focused commercial roles in global pharma, fortified by a track record of success with iconic consumer brands, I bring a unique perspective, distinct value proposition, and absolute clarity of purpose.
The Practitioner's Promise behind the discipline.
The Pursuit of Excellence
My focus on pursuing excellence in the service of customers transforms how brands show up in the world, aligning brand promises with customer reality and shared value.
The Freedom of Solopreneurship.
As an independent, solo author, I am a partner, not a threat, enabling every ounce of my energy to be focused on solving client problems, free from creative dilution.
Passion for
the Work.
A hands-on approach fuels everything I do, driving curiosity, creativity, craftsmanship, and a commitment to help every client achieve impact and lasting transformation.
“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.
Superficial customer-centricity, weaponized marketing, and old-school CX won’t move the needle.
Customer Excellence will.
What do The Ritz-Carlton, Amazon, Chewy, and other "outlier" companies know that you don't? With AI parity, Digital Democratization, and Experiential Commerce, the time is now for Customer Excellence. CMOs, marketers, and CX pros can finally 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.
Customer Excellence across 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
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
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