A Solopreneur Partner to Global Pharma. 

New Title







provocateur (n):  1. a marketing, brand, commercial, or CX pro whose Customer Excellence conviction and actions are regarded as a necessary and positive disruption to the orthodoxy; 2. A rebel with purpose who understands that provocation is the first act of rebellion against the status quo.

I’m Wayne Simmons, a solopreneur partner to the global pharma ecosystem, and my mission is The Pursuit of Excellence in Service of Science™.

For more than two decades, I have worked inside some of the world’s most iconic consumer brands and now, with intention as a pharma industry insider, to earn the right to be a trusted partner across the commercial spectrum in marketing, field sales, brand, and CX. Because the brilliance of science deserves experiences worthy of it, I do ONE THING: Customer Excellence Activation. Grounded in real-world experience, I partner with serious companies in high-stakes, intensely competitive markets to build brand-aligned commercial operating systems and facilitate DNA-level rebellions that turn customer-centric culture and customer experience acumen into deeply differentiated strategic and commercial assets. Nice to meet you.

Shaped by customer-focused commercial leadership roles at the intersection of marketing, field sales, and customer experience in global pharma, and a proven track record with iconic consumer brands, I bring an outside perspective with deep insider experience. This unique combination fuels a fundamentally different approach to commercial excellence and helps pharma companies earn the right to win through Customer Excellence.

“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

Superficial customer-centricity, weaponized "intrusion" 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.

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

Customer Excellence is not 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 launch 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

The Pursuit of Excellence in Service of Science™.

At Pfizer, the Science Will Win™ mantra captured my imagination. It embodies a conviction that human ingenuity and purpose can overcome even the most complex challenges. As an alum of that storied organization, I was inspired to define my own mantra that carries that same spirit into the world of customer, brand, and experience. I call it The Pursuit of Excellence in Service of Science™. As I deepen my commitment to my adopted industry, it reflects my professional purpose to ensure that the brilliance of scientific innovation created by the global biopharmaceutical industry is matched by the world-class experiences worthy of it.

FAQS

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

    Most organizations struggle to sustain customer-centric momentum because they treat it as a symbolic change or a functional shift anchored in tools and technology. They launch NPS dashboards, run journey mapping workshops, or appoint a Chief Experience Officer, but without changing the beliefs, mindsets, and mental models that shape daily behavior, these efforts remain surface-level. Organizational ambition without DNA-level transformation leads to inconsistency, fragmentation, and ultimately regression. Customer Excellence solves this problem by unifying and elevating customer strategy, engagement, experience, success, and care into a single scalable system. In the global pharmaceutical industry, Customer Excellence serves as the unifying fabric that integrates existing marketing, sales, and launch excellence into a modern, customer-aligned commercial model. Unlike traditional customer experience programs that operate as functional silos or short-term initiatives, Customer Excellence is embedded within the business model and success formula—transforming experience into a deeply differentiating strategic and commercial asset 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.

  • ➤ 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.

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.

GET IN TOUCH

Speaking. Insights.

Customer Excellence
© 2025 

All Rights Reserved | Experionic LLC, 

DBA The Customer Excellence Agency.