Built to Win

Crowded markets make it hard for any company to be noticed, and when rivals all rely on the same digital tools, keeping customers coming back becomes harder still. Annette Franz, founder and CEO of CX Journey Inc., argues that the way forward is a superior customer experience built on a culture that puts customers first. Her book shows leaders how to reshape an existing organization around what customers need, while placing employees at the center of that effort.

Franz describes a customer-centric culture as one in which customers' needs and perspectives are woven into the organization's very fabric. In such a company, the customer informs every decision, conversation, action, process, and strategy. The book includes case studies and examples from brands such as HubSpot, Airbnb, Starbucks, WD-40, and Delta Air Lines.

Written for leaders navigating today's business landscape, the book offers principles and wisdom to help them regain control of their company's direction, one customer at a time.