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

47 customer reviews

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Editorial Reviews 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 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.

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

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Product Details

  • Hardcover: 240 pages
  • Publisher: Bibliomotion; First edition (April 30, 2013)
  • Language: English
  • ISBN-10: 1937134377
  • ISBN-13: 978-1937134372
  • Product Dimensions: 8.7 x 6 x 0.8 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: #1,625,606 in Books (See Top 100 in Books)

More About the Author

"I wrote Customer CEO to help every business person profit from the power of their customers. There's been a sea change in who controls the conversation today; it's the customer, not the company. This book provides a roadmap with the strategies, tactics and tools to help you thrive and build a better future." - Chuck Wall, author

Chuck Wall is the founder of Customer CEO, the Austin-based customer research, engagement and marketing company. A serial entrepreneur, Chuck has started seven other enterprises across multiple industries. He's an expert in understanding the needs of customers, having interviewed and surveyed over 100,000 of them in virtually every business category.

Chuck has helped hundreds of companies, from the Fortune 100 to start-ups, acquire and retain hundreds of thousands of new customers. He is a contributor to Forbes and Fast Company, writing about leadership, innovation, and, of course, customers. He blogs at and tweets @customerceo.

By purchasing Customer CEO, you are also partnering with Chuck to help provide the equivalent of a lifetime of fresh drinking water to a family in the developing world in desperate need of safe water. Over 1.1 billion people (around one in eight of the world's population) do not have access to safe water. Every day, women and children face the hardship of collecting water from long distances for their families. This filthy, contaminated water endangers lives and prevents children from growing up into strong, healthy adults. For every 500 copies of Customer CEO sold, Chuck will provide a family with Compassion's Water of Life clean water system. That's over 1 million gallons for a child and his or her family. You can read more about this lifesaving mission at

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Most Helpful Customer Reviews

2 of 2 people found the following review helpful By Kevin Kruse on May 1, 2013
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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1 of 1 people found the following review helpful By Matt English on July 1, 2013
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
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 honored 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!
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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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