A Solopreneur Partner to Pharma & Life Sciences.

   Coaching. Speaking. Insights.

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Go Ahead Pharma People...Be Brilliant.

As your Customer Excellence Activation partner, I transform customer-centric intent into culture, ways of working,

and commercial systems that consistently match the brilliance of your science with experiences worthy of it.

A Case for Change.

Decode the core provocations, patterns, and possibilities reshaping customers, competition, and the future of growth.

Customer's have spoken. Experiential Commerce is here.

  • Customer expectations are in a perpetual state of elevation and evolution.
  • A select few "outliers" (think: Amazon, Apple, Ritz-Carlton) are raising the bar for everyone, across every industry.
  • Every interaction across every channel is now a brand-defining moment because customers are keeping score.
  • "Experience" is no longer a “nice to have”— it must be organic to value propositions, equal to brand and product.

Most companies aren’t structurally built to deliver this consistently.

Customer acquisition costs are exploding; costs to reacquire lost customers are exponential

  • AI homogenization risks making everything sound the same—eroding distinctiveness and human connection.
  • Digital tools and platforms are widely accessible—tech is no longer anyone's "secret sauce".
  • Crowded, hyper-competitive markets blur industry boundaries and accelerates commoditization.
  • Channel proliferation and weaponized marketing create noisy markets, drowning out messaging.


Differentiation and preference have never been more important.

CMOs, Marketers and CX Pros must step out of their comfort zones to catalyze and lead an Customer Excellence "Rebellion"

  • Adopt the Customer's Right to Reverence within culture, mindsets and ways of working; hold everyone accountable to deliver on it.
  • Take a structural and systemic approach to embed customer-centricity and customer experience at the DNA level.
  • Lead an enterprise-wide transformation--across leadership, organizational, operational, and commercial DNA.
  • Rewire how value is created by integrating Customer Excellence into the commercial engine and corporate success formula.
  • At the intersection of marketing, sales, and customer experience, turn experiential excellence into brand advantage.


Unlock the power of Customer Excellence as a unifying force, creating "outlier" companies that are predisposed to consistently deliver exceptional experiences

Research + Practice Notes.

Best-practice research, frameworks, and case studies for the journey to Customer Excellence.

[PRACTICE NOTE] A Founder's Story: An Outsider’s Perspective, Earned from the Inside

By Wayne Simmons • December 26, 2025
[PRACTICE NOTE] An Outsider’s Perspective, Earned from the Inside REFERENCE: “The Customer Excellence Enterprise: A Playbook for Creating Customers for Life”
The Customer Excellence Agency is a Top consulting firm in pharma commercial excellence.

[PRACTICE NOTE] Pharma’s Consumer Grade Imperative: Closing the Symmetry Gap

December 1, 2025
The Customer Excellence Agency is a Top consulting firm in pharma commercial excellence. Deliver World-class customer experiences worthy of breakthrough science.
The Customer Excellence Agency is a Top consulting firm in pharma commercial excellence. Deliver Wor

[PRACTICE NOTE] The Next Chapter of Commercial Excellence in Pharma: The Rise of Customer Excellence

December 1, 2025
The Customer Excellence Agency is a Top consulting firm in pharma commercial excellence. Deliver World-class customer experiences worthy of breakthrough science.
The Customer Excellence Agency is a Top consulting firm in pharma commercial excellence.

[PRACTICE NOTE] Dr. Roswell and Her Other Life: Resetting Pharma’s Experiential Benchmark.

December 1, 2025
The Customer Excellence Agency is a Top consulting firm in pharma commercial excellence. Deliver World-class customer experiences worthy of breakthrough science.
A starbucks logo is on the screen of a cell phone

Part 2/6. The Starbucks Mobile App: Societal Savior or CX Death Star?

By Wayne Simmons • June 12, 2025
Synopsis. The Starbucks Mobile App exemplifies how a highly successful digital innovation can inadvertently strain physical operations, impact employees, and erode brand equity. Its super-optimized, convenience-focused features drive increased order volumes from drive-thrus, mobile orders, and delivery, often overwhelming the in-store staff. The resultant bottlenecks and pressure on employees underscore the strategic challenge of balancing digital experiences with sustainable in-store operational performance to maintain both employee well-being and the integrity of the brand promise.
A starbucks coffee shop with people sitting at tables outside.

Part 1/6. An Open Letter to Starbucks: The Starbucks Customer Excellence Series

By Wayne Simmons • June 12, 2025
Synopsis. Presented as a letter from a long-time customer, this case examines Starbucks' (intentional or unintentional) shift from its original comfort-oriented "third place" brand proposition to a convenience-driven approach emphasizing mobile ordering, drive-thrus, and delivery. While these modern offerings cater to today’s convenience-seeking consumers, they risk eroding the emotional resonance that has long defined the brand. The dissonance between these priorities underscores a fundamental challenge for Starbucks: maintaining a balance between meeting the demands of convenience-oriented customers and preserving the comforting experience cherished by its legacy audience. Failing to bridge this gap could result in brand inconsistency, leaving customers questioning whether Starbucks sees them simply as transactions or if they are truly valued for their long-term loyalty and relationship.
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"Customer Excellence provides companies with a purposeful foundation and building blocks to elevate the standard of business, inspiring customer love, integrating into their lives as trusted partners, and earning the right to consider them customers for life.    —The Customer Excellence Enterprise

Resources for Your Journey.

Diagnostics, templates, and guides to catalyze Customer Excellence.

DOWNLOAD

5 CUSTOMER EXCELLENCE

VALUE LEAPS FOR MARKETERS.

THE FUTURE OF MARKETING IS CUSTOMER-CENTRIC.

DOWNLOAD THE PLAYBOOK TO GET STARTED TODAY.

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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

Free: Download the full playbook

CXE Playbook

Experiential Commerce (n): A new era where experience itself has become a unit of value creation (or destruction). Since the mid-2000s, the World Bank has tracked this global shift from tangible to intangible value exchange. Experiential value now represents more than 80% of GDP in developed economies and 65% in emerging economies. In this landscape, differentiation comes less from what companies sell and increasingly from how they make people feel. This is the arena of Customer Excellence.

Get Started Today.

Get the Playbook.

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A Solopreneur Partner to Pharma & Life Sciences.

   Coaching. Speaking. Insights.

Customer Excellence
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All Rights Reserved | Experionic LLC, DBA The Customer Excellence Agency.