It's time to differentiate differently

AI, Digital Democratization, and Experiential Commerce are here. CMOs, marketers, and CX pros must unite to turn customer-centricity and customer experience into deeply differentiating commercial assets and the mechanisms to earn preferred positions in the hearts, minds, and lives of today's discerning customers.

CMO, marketer, and customer experience-led transformation.

Undertaking the necessary transformation to bring customer-centricity, customer experience, and adjacent Customer Excellence disciplines to enterprise and global scale is anchored in five essential shifts that CMOs, modern marketers, and customer experience professionals must collectively facilitate to future-proof their organizations and career paths:


Shift #1: Structural shift from tangible to intangible value in the company-customer value exchange


Shift #2: Campaign-centric to customer-centric marketing and commercial model

 

Shift #3: Experiential factors as equal partners to product and brand in value propositions


Shift #4: From a transactional to a relationship mindset and ways of working


Shift #5: Delivering customer value beyond the funnel, across the entire customer lifecycle

“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 tackle a problem. 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

What senior leaders are sharing

A brief word from the author

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? Wayne Simmons, is a customer excellence and customer experience leader at Pfizer, a global leader in Pharma and Life Sciences. In addition to prior experience at Bayer Pharmaceuticals, The Ritz-Carlton Leadership Center, and Marsh McLennan, he is a former Inc. 500 awarded founder/CEO and served as a trusted advisor for iconic global brands on customer and experience-led growth strategies and turnarounds. He is also a founding faculty member of the world's first academic degree in Customer Experience Management at the Department of Marketing, Broad College of Business, Michigan State University.

Partner with the author, Wayne Simmons to bring The Customer Excellence Enterprise into your organization, conference, or event.


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