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Customer CEO: How to Profit from the Power of Your Customers Hardcover – April 30, 2013

4.9 out of 5 stars 47 customer reviews

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Editorial Reviews

Amazon.com Review

“I’ve felt for a long time that satisfied customers are not enough. What you need are customers who are so pleased by the way you treat them that they want to brag about you. They become part of your sales force. If you want to create those kinds of Raving Fan customers, read Customer CEO and let Chuck Wall guide your journey.” (Ken Blanchard, coauthor of The One Minute Manager® and Raving Fans)


"For years I've been teaching brands how to fascinate their customers. What I love about Chuck Wall's approach is how vividly he illustrates that customer holds equal, if not more, power than brands. Today, marketers don't lead the message the market does. In this fascinating book, Chuck Wall teaches how."  (Sally Hogshead, Hall of Fame speaker and author of FASCINATE: Your 7 Triggers to Persuade and Captivate)


“The 21st century’s free market capitalism obsession with maximizing shareholder value has one major flaw: the most important enterprise stake holder, the customer, does not have a seat at the table. Chuck Wall’s brilliant Customer CEO articulates why tomorrow’s successful companies must insist on the shareholders’ need to share the spotlight with a business’s prime constituency – the customer."   (Peter Georgescu, chairman emeritus, Young & Rubicam)

"Customer CEO provides great vision on what truly matters in the rapidly changing world of servicing customers. Culture in an organization is strongest when there is a clear vision and a consistent message. Customer CEO is the tool needed to get everyone in your organization moving in the same direction. Chuck’s examples of successes and failures provide up-to-date insight into how to recognize the power of your customers. If your business has customers, everyone in your organization, from the C-suite to the frontline, should read this book!"  (Chris Zane, founder and president Zane's Cycles, author of Reinventing the Wheel: The Science of Creating Lifetime Customers) 


“Wow, talk about ‘voice of the customer!’ Chuck Wall has come face-to-face with more than 100,000 customers in his 30-year career, along the way collecting many inspiring stories and terrific examples of great service. Customer CEO is not just entertaining, but well worth the read, no matter what part of the business you’re in.”  (Don Peppers and Martha Rogers, PhD, authors of Extreme Trust: Honesty as a Competitive Advantage)


“Chuck Wall has been designing a better future for his clients for a long time by teaching them the importance of first designing a better future for their own customers. Customer CEO shows every size and type of organization the best path to take to profit from the power of their customers.  This will be a book that will change forever the way you think about your customers.” (Tom Cuthbert, Vistage Chair)


“In Customer CEO, Chuck Wall does much more than confront and overturn longstanding but obsolete marketing strategies. He literally gives today's customer a voice and lays out a roadmap for exactly how you must listen, act, and partner as a brand to profit in a market where power, persuasion, and media are shared with consumers." (Simon Mainwaring, founder + CEO, WeFirst)


“The internet and social media have given customers a voice as important and strong as the companies serving them. Chuck Wall showcases dozens of companies that have succeeded by putting their customers first. In Customer CEO, Chuck will focus – or refocus you – on the voice of your customers. Let him lead you through the steps you need to follow to create a lasting enterprise.” (Morris Miller, CEO of Xenex Healthcare Services and cofounder of Rackspace

“Most of us are hopeful to succeed in one business. Chuck Wall is a master entrepreneur who has succeeded in many businesses. He succeeds because regardless of his business, he’s understood his customers and treated them like they were in charge. Chuck understands that the customer is CEO and what business owners need to do about it. You'll like the wisdom he shares in this book.”   (Brad Aronson, entrepreneur and investor)

About the Author

Chuck Wall is the founder and CEO of MarketPower Group, a business performance advisory firm. Chuck has interviewed over 100,000 customers for his clients, making him an expert in customer understanding. Chuck has also started seven other enterprises across multiple industries. As a serial entrepreneur, he has a deep understanding of business and strategy. As a trusted advisor, he has helped companies of every size sell millions of dollars in new products and services. His clients have included major brands like Caterpillar, Verizon, HP, Intel, Campbell Soup, and Goodwill. In addition to speaking professionally, Chuck leads workshops on strategy, customer insight, branding, and marketing. He's a graduate of Southern Methodist University and lives in San Antonio, Texas.

Michael Port is a New York Times bestselling author of Book Yourself Solid, Beyond Booked Solid, The Contrarian Effect, and The Think Big Manifesto.

Product Details

  • Hardcover: 240 pages
  • Publisher: Bibliomotion; First edition (April 30, 2013)
  • Language: English
  • ISBN-10: 1937134377
  • ISBN-13: 978-1937134372
  • Product Dimensions: 6 x 0.8 x 8.7 inches
  • Shipping Weight: 11.2 ounces (View shipping rates and policies)
  • Average Customer Review: 4.9 out of 5 stars  See all reviews (47 customer reviews)
  • Amazon Best Sellers Rank: #1,493,663 in Books (See Top 100 in Books)

Customer Reviews

Top Customer Reviews

Format: Hardcover Verified Purchase
Well out of nowhere I find an amazing author who knows what the customer experience is all about. Chuck Wall's insight and first hand accounts are testament to understanding the power of choice that customers & clients have today. From someone whose sales are driven mainly off a website I only have few minutes to capture a prospects interest. Then and only then with the client's permission can I engage in having us both go through the discovery process of their needs and having them allow me to fulfill that need. Customer CEO explains in real world terms of what that journey looks like and how the journey should proceed to create a client for life. This book is a wake up call for companies big and small.
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Format: Hardcover
Recognizing that your customers are your greatest assets (not your brand, or employees, or your heritage) is the first step in truly becoming a champion of "Customer CEOs". This book is filled with great advice and really fun and interesting examples (mini case studies) from companies like Lululemon, Trader Joe's, Pandora, Hyundai and many other less well known brands. Great advice.
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Format: Hardcover
This is a compelling book that provides a new dimension on how to look at the customer, and more importantly how organizations can practically manage some the challenges and opportunities. The thinking here is that the customer needs to be considered at the top of the organization, effectively shaping and driving value, and not the other way around. This is about "customer pull", not "product push".

Prior to the information era, the power of the customer was somewhat limited. Organizations were able to present their products to the customer, but in the main they had far more knowledge of the product than the customers to whom they were selling.

Today however, the tables have been turned in the most dramatic fashion. Wall takes us through the massive changes that have occurred and which are continuing at an even faster pace. The customer today has information that is far more ubiquitous than ever imagined - and free. Knowledge gleaned from fellow customers, from colleagues or from friends all mean that the real pressure is back onto organizations to deliver differently. The power is truly with the customer. How do organizations respond in this environment, and what does customer focus really mean are key questions faced by the C-suite today.

In his book, Wall takes us through a fascinating journey of the nine powers or core needs of the customer. He highlights each of these with some really interesting case studies where organizations ranging from fast food to industrial machinery have successfully ensured that the customer is really driving the organization to deliver value. This is a key point right through his book.

At the end of each chapter on the nine powers, Wall has practical advice on what organizations can do to address these issues, and he also has a short diagnostic tool that can be downloaded.
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Format: Hardcover
Chuck Wall, the founder/author of Customer CEO, has interviewed over 100,000 customers, making him an expert in customer understanding. Because Facebook (and Twitter) have taught me to think in sound bites, for your 140-character consumption, here is some of what I underlined:

Consumers are statistics. Customers are people. -- Stanley (of Nieman) Marcus v @customerceo

Customers are the people who write the checks, debit the accounts or barter the chickens. They are the me. - @customerceo

"What's it really like to be your customer?" @donpeppers v @customerceo

The more people enjoy your product because of its simplicity, the more they will use and recommend it to others. @customerceo

Shower your customers with respect; they'll love you for it. @customerceo

If customers were food, they would be onions. After you peel back a few layers, it's amazing what you discover. @customerceo

The 9x effect: sellers overvalue their new product by a factor of 3; buyers overvalue the old by 3x. - J. Gourville v @customerceo

If you make your customer do extra work, some upstart will come after you. @customerceo #disruptyourself

Kill services and features your customers don't use, and optimize the ones that do. @customerceo

Your best insight comes from outsight: getting outside of you to see and hear how your customers behave. @customerceo

What if your employees weren't allowed to say no? @customerceo

Saying yes means telling the truth. Which is why so many companies say no. -- @customerceo

Yes companies go viral. @customerceo

Customers buy the why before the what. @customerceo
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Format: Hardcover
Over the years, I have read and reviewed hundreds of books on one or more aspects of the "customer experience." Most (not all) of their authors recommend a customer-centric approach when attempting to create or increase demand for whatever is offered. Not everyone agrees with that approach. For example, Henry Ford once claimed, "If I had asked my customers what they wanted, they would have said faster horses." More recently, Steve Jobs observed, "You can't just ask customers what they want and then try to give it to them. By the time you get it built, they'll want something new."

That said, the facts remain that (a) customers tend to have a better idea of what they [begin italics] don't want [end italics] than they do of what they do want but (b) the great successes of the Model T and the iProducts indicate that consumers will generously reward what prove to be disruptive innovations and (c) those who are marketing products and/or services need to anticipate and prepare for significant changes in the given competitive marketplace. For example, Henry Ford created an industry of mass production of low-cost automobiles but refused to change when consumer preferences changed (e.g. choice of several in addition to black).

In Customer CEO, Chuck Wall correctly observes that consumers have more power now than ever before because they have more and better information - hence leverage -- now than ever before. Therefore, they decide whether or not to become a consumer. Barbara Bund was among the first to recognize the power of customer-centric thinking.
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