Chuck Wall is the founder of Customer CEO, the customer thinking company. Customer thinking is the way to fuse customer data and insight to increase engagement and improve the experience. Chuck has interviewed over 100,000 customers, making him an expert in customer understanding. Prior to launching Customer CEO, Chuck started seven enterprises across multiple industries. As a serial entrepreneur, he has a deep understanding of business and strategy. As a marketing advisor, he has helped companies of every size sell billions of dollars in new products and services. His clients have included major brands like HP, Intel, Campbell Soup, and Yahoo. In addition to speaking professionally, Chuck has led workshops on customer insight, branding, and marketing at SMU, Texas A&M, and more. Chuck is active in non-profit work and was appointed by the Governor of Texas to serve as a board member of OneStar Foundation. He’s a graduate of Southern Methodist University and lives in Austin, Texas.
Customer CEO: How to Profit from the Power of Your Customers (Enhanced Edition)by Chuck Wall
Most companies still operate as if they control their customers. But, in today’s market, it’s really the other way around. Customer CEO confronts the new market reality that customers choose which companies to do business with completely on their own terms. This effectively inverts the power, control, and direction of decision-making; to survive in this new landscape, organizations must quickly adapt. Author Chuck Wall explores the nine powers customer possess—including “the power of me,” “the power of the heart,” and “the power of rebellion”—and how companies can profit by understanding the power of their customers. Based on more than a decade of firsthand experience and over 100,000 customer interviews, Customer CEO provides every size company with a roadmap of fresh ideas and easy to use tools, while exploring three-dozen companies that embrace the power of their customers. By reading this book, every leader can transform their business into a Customer CEO company.
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Customer CEO turns your thinking upside down If you think you have internalised putting the customer at the heart of your organisation, Chuck Wall’s Customer CEO will make you think again! It certainly did for me. Although Chuck and I had never met, I was extremely honoured that he chose to feature MESH Planning, a company I set up in the UK in 2006, in the book. You might think I’d be pretty good at ‘walking the talk’ when it comes to putting customers first, however, I found myself scribbling note after note of ideas to implement and actions to take. By using the customer’s voice throughout the book from the Prologue to the Epilogue with questions around the 9 CEO Powers, such as ‘Why is your answer always No?’, ’Why is this so complicated?’ or ‘What about my ideas?’, the reader firstly engages as a customer and then as a business person or marketer. The case studies are rich with detail and I have already found myself recounting many of them to my colleagues. This book is jam-packed full of memorable concepts, like the Upside Down Org Chart (putting the customer at the top) and striking thoughts like, ‘Have you ever thought of your business as something more like a movement?’. Chuck Wall’s writing challenges, provokes, made me laugh and grabbed my attention, to the point where Customer Thinking has spilled out into my everyday working life over the last two weeks as I read the book. Customer CEO is a force for good in many senses. It has the power to jolt us out of paying lip-service to making the customer king which, in turn, has the power to transform our businesses. By buying a copy you will also be helping to provide families with Compassion’s Water of Life clean water systems to make a fundamental difference to some of the 1.1 billion people without safe access to water. Buy the book today and you’ll find yourself a Customer CEO Champion tomorrow!