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Annette Franz:
How to Build a Customer-Centric Culture

Learn techniques to really understand your customers in order to build a customer-centric culture for your company.

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Executive Summary

Are you trying to find customers for your products or products for your customers? This episode’s guest, Annette Franz, is a Certified Customer Experience Professional (CCXP), author of “Understanding Customers” and founder of CX Journey, a customer experience strategy consulting firm. Annette joins Erik to discuss her latest book, “Built to Win” that uncovers the why, how and what to do in order to build a customer-centric culture that can help your company win.

In This Episode, You’ll Learn

  • Why it’s important to know who your customers and what problems are you trying to solve for them
  • How to Listen - Feedback and Data
  • How to Characterize - Building Personas 
  • How to Empathize - Journey Mapping
  • Why culture helps you avoid the trap of failing to create real customer commitment
  • The fundamental principles of building a company culture


This episode of The Art of Customer Service covers the following on building a customer-centric culture

1. 00:00:00 Introduction to the topic

2. 00:05:36 How can companies understand their customers?

3. 00:08:31 Personas

4. 00:13:40 Empathizing with customers

5. 00:18:31 What’s the problem with customer journeys?


Explore The Art of Customer Service

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Benoit Gagnon & Mads Fosselius: The Future of Customer Service | #31

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Alex Farmer: How to Create a Frictionless Experience | #30

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