RESOURCES

Papers, playbooks and films

Everything here examines the same distance, between an approved medicine and a patient who stays on therapy long enough to benefit. Three of the papers open with a preview you can read without giving an email.

Every paper here is about the same person.

Someone was prescribed a medicine that worked in a trial. A year later they are not taking it. The papers, the films and the book are all attempts to explain why, and what a commercial system can actually do about it.

Films

Three short films on where value leaks, what Customer Excellence changes, and what it asks of marketers.

How Customer Excellence creates value Why coherence between promise and delivery is an economic lever rather than a soft ideal.
Calling all marketers The case for renewing the value proposition of CMOs and marketers in an era of AI parity.
From funnel to flywheel Moving marketing from transactional acquisition to the full arc of the customer relationship.
Book cover of The Customer Excellence Enterprise by Wayne Simmons and Tom DeVitt
The book

The Customer Excellence Enterprise

A playbook for creating customers for life, published by John Wiley and Sons.

Customer-centricity has become one of the most overused and underdelivered ideas in modern business. Nearly every organization claims it. Few have built the structures required to make it real. The book closes that gap, showing leaders how to embed customer-centricity into the DNA of the enterprise as a system of leadership, culture and ways of working rather than a programme or a slogan.

Ready to begin?

If any of this describes a gap you recognize, closing it structurally and consistently is the work of The Customer Excellence AGENCY.