Tom DeWitt on Creating a Culture of Customer-Centricity

Discover how businesses can shift from transactional models to customer excellence enterprises!

Today's episode features Tom DeWitt, Ph.D., a globally recognized leader in customer experience management. As the founder and director of CXM at Michigan State University (MSU), Tom pioneered North America's first academic program in customer experience management. He is also the co-author of The Customer Excellence Enterprise, a book that redefines how organizations can embed customer-centricity into their DNA. Tom shares insights on transforming customer engagement, building a customer-centric culture, and the financial impact of exceptional customer experiences.

The discussion explores real-world examples, including a healthcare experience in Thailand, the concept of helpfulness as a guiding principle, and the 39 Bold Moves for achieving customer excellence. Tom also discusses the importance of customer loyalty, the role of leadership in CX transformation, and the groundbreaking MSU Master of Science in Customer Experience Management program.

[01:00] Tom’s journey in customer experience leadership

[05:00] The inspiration behind The Customer Excellence Enterprise

[09:00] A real-world example of customer excellence in healthcare

[12:40] The impact of the "Amazon Effect" on customer expectations

[19:00] 39 Bold Moves for achieving customer excellence

[25:00] Why leaders must model customer-centric behaviors

[29:00] Measuring emotional outcomes in customer experience

[31:00] The creation and impact of the MSU CXM program

[34:00] How CX education is transforming careers

[36:40] The future of customer experience management

Resources

• Connect with Tom DeWitt on LinkedIn: Tom DeWitt, Ph.D.
• The Customer Excellence Enterprise (Book by Tom DeWitt & Wayne Simmons) - Available on Amazon
• Michigan State University Master of Science in Customer Experience Management: MSU CXM Program