Customer Excellence Brands are Winning
AI and Experiential Commerce are here. CMOs and Modern Marketers can lead the way by going beyond the funnel to deliver differentiated value and exceptional experiences across the entire customer lifecycle.
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.
ABOUT THE BOOK
Chief Marketing Officers (CMOs) and Modern Marketers need to do more than sell to customers—they need to help them live their best lives. This elevated experience is what customers expect across their entire relationship and it’s possible to deliver with the framework provided in The Customer Excellence Enterprise: A Playbook for Creating Customers for Life.
Encompassing the leadership, organizational, operational, and commercial dimensions essential for sustained success,
this is the definitive playbook for any company seeking to stand out from the crowd and earn preferred positions in the lives of today’s discerning customers.
WHY THIS BOOK MATTERS NOW
The Future of Marketing is Customer-Centric. Customers today expect exceptional experiences across their entire relationship, which makes experiential factors increasingly critical in purchasing and loyalty decisions. Compounding this truth, markets are noisier and more crowded than ever, marketing tech is ubiquitous and no longer a source of advantage, and AI is disrupting every aspect of life…including marketing careers. The time is now for CMOs and Modern Marketers to renew their value propositions and future-proof their career paths by helping their companies meet this moment, stand out from the crowd and win by making customer-centricity more than a buzzword and experiential factors equal partners to product and brand in the new value exchange.
"In an era of machine learning, the endless possibilities of AI and automation, it starts with people and it ends with people. No matter the industry, there is a person – the customer – at the other end. 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
“The Customer Excellence Enterprise
is more than a book; it's a compass for organizations navigating today's interconnected marketplace with authenticity and purpose. In an era defined by digital connectivity and heightened customer expectations, Simmons and DeWitt's insights offer a timely reminder of the power of helpfulness in driving sustainable business growth. Their work is 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
71 Takeaways and 39 Bold Moves, such as How to Build a Customer-Centric Brand Identity, are shared in the book alongside:
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.
“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 when directly interacting with companies or hearing about them indirectly from other customers through word of mouth, social media feeds and online ratings and reviews.”
—The Customer Excellence Enterprise
ABOUT THE AUTHORS
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).
Download the Free Preview
Book Preview
Achieve success and become a customer experience outlier where people are proud to be your customers for life.
Download the Activation Assessment Sheets
The Customer Excellence Enterprise is designed as an actionable playbook and includes over thirty-five “plays” called “bold moves,” which are collections of guidance, principles, frameworks, and examples that organizations can tailor to their specific context. As pragmatic sources of inspiration and “thought starters,” these bold moves serve as catalysts for the creative and courageous actions to deliver excellence across the customer life cycle. Use these four separate diagnostic template sheets with your team to set priorities and build alignment by discussing and rating each bold move as it applies to your organization. The Bold Move Assessments are free to download here with any purchase of the book.
CXE Content Piece
Calling all Marketers... Download your Playbook
Fit for the disruptive era of Gen AI and Experiential Commerce, the authors of
The Customer Excellence Enterprise: A Playbook for Creating Customers for Life
present a five-point 2025 action plan to renew the value proposition and future-proof the career paths of CMOs and Marketers, equipping them to help their companies win by:
- Making experiential factors organic to the value proposition
- Breaking the product-brand paradigm to differentiate deeply
- Making the bold leap from campaign to customer-centric marketing
Partner with Wayne Simmons and Tom DeWitt 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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