A Solopreneur Serving Pharma & Life Sciences through Coaching. Speaking. Insights.
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Pharma's New Consumer-Grade Imperative.
Commercial Strategy Playbook.
Pharma’s commercial model is being reset by a changed HCP context and Consumer-Grade expectations. Experience now determines whether clinical intent becomes real-world care, whether written scripts convert into treatment, and whether value endures. This playbook confronts where preference is won or lost and the choices that leaders must make to ensure that their breakthrough science is matched by experiences worthy of it.
Your partner in turning customer-centric ambition into durable, deeply differentiated commercial advantage.
Customer Excellence Activation for Pharma's Consumer-Grade Future.
A distinctive agency platform built for where pharma is going next, grounded in deep respect for where it has been.
The Customer Excellence Agency is here to help pharma and life sciences leaders meet the New Consumer-Grade standard. The Agency is the pragmatic evolution of my book, The Customer Excellence Enterprise: A Playbook for Creating Customers for Life (Wiley, 2024), into a focused coaching, speaking, and insights platform for pharma and life sciences leaders navigating a consumer-grade future. Built intentionally as a solopreneur model, the Agency allows me to work as a true player-coach across the ecosystem.
With a singular purpose to Advance Human Health through The Pursuit of Excellence in Service of Science™, this work is not about legacy thinking or superficial optimization. It exists to help the industry build the leadership, organizational, operational, and commercial DNA required for where pharma is going next, with deep respect for where it has been.
Connecting Scientific Brilliance to Experiential Excellence.
In crowded and noisy markets where every interaction is brand-defining, focused and committed to helping organizations reimagine how they show up in the world to create differentiated value and earn preference. This work is grounded in the belief that true differentiation no longer comes from what companies claim, but from how consistently and credibly they deliver across every interaction.
Purpose.
Advancing human health through The Pursuit of Excellence in Service of Science™.
Mission.
As a Customer Excellence Activation partner, I help pharma and life sciences leaders meet the Consumer-Grade Imperative by transforming customer-centric intent into culture, ways of working, and commercial systems that consistently match the brilliance of their science with experiences worthy of it.
Vision.
Pharma companies are equipped to match the rigor of the industry’s evidentiary standards for science, precision standards of manufacturing, and trust standards for brands with an equally elevated
experiential standard for customer engagement.
BIO: Architecting the Systems That Make Brand Promises Real.
Focused on complex, high-stakes environments where credibility is built through disciplined systems and consistent delivery.
Wayne Simmons serves as a customer excellence and customer experience leader within the Chief Marketing Organization (CMO) of Pfizer, where he is responsible for crafting and executing the company’s global customer experience management strategy, leading the adoption of customer-centric ways of working, and serving as the company’s principal technical advisor on experience-led growth. He has prior marketing, commercial, and customer experience leadership roles with Bayer Pharmaceuticals, The Ritz-Carlton Leadership Center, and Mercer and has provided CXM transformation and turnaround consulting to leading global brands in the financial services, consumer goods, hospitality, and retail sectors.
Wayne is also a professor of practice on the founding faculty of the Master of Science (M.S.) in Customer Experience Management degree program within the Department of Marketing, Broad College of Business at Michigan State University. Wayne is an Inc. 500 awarded former founder and CEO, a Certified Customer Experience Professional (CCXP), a prior board member of the Customer Experience Professionals Association (CXPA), and a US Army Intelligence veteran. He is based in New York City.
Driving Impact through Core Competencies and a Player-Coach Approach.
I work at the intersection of strategy and execution, applying a real-world tested set of Customer Excellence capabilities while partnering closely with leaders and teams to turn intent into action. Rather than advising from a distance, I operate as a player-coach, helping organizations make decisions, design systems, and evolve ways of working in real time, delivering measurable progress while building the conviction, capability, and structural predisposition required for sustained performance and the consistent delivery of what the enterprise promises at scale.
Customer-Centric Culture Platform Design
Designing the leadership behaviors, operating norms, governance, and enablement systems that turn customer centricity from a stated value into a lived, repeatable way of working, building the conviction and capability required to deliver consistently at scale and over time.
Customer Excellence Commercial Systems
Designing Customer Excellence as the organizing logic and connective fabric that aligns brand, experience, culture, and commercial impact through Sales, Marketing, and Launch Excellence. Reframes growth from campaigns and activity to continuity, trust, and lifetime value.
Experience Delivery in Regulated Industries
Architecting the systems that connect brand promise to brand delivery, making experience intentional, governable, and scalable within regulatory constraints. Proof signal: Moves experience from improvisation to infrastructure without compromising compliance
Experience Delivery System Design
Building multi-channel Experience Delivery Systems that transform customer-centricity from aspiration into infrastructure, scaling brand-aligned experiences across functions and markets.
Leadership Alignment and Activation
Building shared leadership belief, clarity, and resolve around the role of Customer Excellence as a strategic and commercial imperative. Converts customer centricity from aspiration into enterprise conviction that drives consistent decision making and investment.
Measurement and Value Translation Systems
Linking experience quality to commercial outcomes through bespoke journey metrics, customer value at risk, and lifetime value logic. Proof signal: Turns experience into a managed asset with financial accountability.
Cross-Industry Experience Transfer
Applying proven experience principles from hospitality, retail, financial services, and technology to complex regulated environments. Proof signal: Brings outside perspective without losing insider credibility.
Field Acceleration and Optimization
Redesigning field go-to-customer models to support coordinated, customer-aligned engagement rather than isolated sales calls. Elevates the field from message delivery to journey orchestration and barrier reduction.
Experience-Led Strategy Integration
Experience-Led Strategy Integration
Connecting experience strategy with corporate strategy, brand strategy, and go-to-market and go-to-customer execution to create a unified growth logic.Aligns enterprise priorities around experience as a primary driver of preference, growth, and long-term value creation.
Journey-Based Commercial Transformation
Shifting organizations from interaction-centric models to journey-centric execution across the Path to Prescribe and Path to Fulfill. Proof signal: Improves effectiveness by aligning roles, incentives, and metrics to customer progress, not activity volume.
I endeavor to be a trusted partner who brings depth, conviction, and disciplined execution to embed Customer Excellence as the fourth pillar of commercial excellence, alongside Sales, Marketing, and Launch excellence. The objective is not episodic improvement or performative CX programs, but durable, structural change that ensures what organizations promise is what customers consistently experience and what ultimately drives sustained performance.
Offering Tangible Examples of Bringing Customer Excellence to Enterprise and Global Scale in Complex, Intensely Competitive "Big Pharma" Markets.
Recent Thinking at the Intersection of Brand, Product and Experience.
A collection of perspectives examining experience through multiple lenses, unified by a single conviction: when experience is designed as infrastructure, it becomes a durable source of preference, credibility, and growth.
Because the Stakes in Pharma and Life Sciences are Real.
In a world of hot takes and the performative "expertise" of social media influencers, my coaching, speaking and insights proposition is shaped by working in environments where trust, accountability and rigor are earned through evidence, disciplined execution and results.
I am committed to helping leaders confront the gap between aspiration and reality, and to doing the harder work of redesigning how their organizations actually operate in service of customers. This means moving beyond intent, frameworks, and measurement toward conviction, accountability, and systems that make customer excellence repeatable, scalable, and commercially decisive.
FEATURED OFFERING
CX3.0--Fit for Pharma™ BOOTCAMP
A hands-on, executive-level bootcamp designed to help pharma leaders operationalize CX3.0 as a commercial capability—embedding customer experience directly into field performance, omnichannel execution, and journey-based growth
Author-led | ½ Day | 1 or 2-Day| Also Available in Keynote and Tailored Formats.
Get Started Today.
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