Expert Marketer Magazine

The Customer Culture Imperative

A Leader's Guide to Driving Superior Performance

by Linden R Brown, Chris L BrownMcGraw-Hill Professional / 208 pages / February 2014

Winner Marketing Book of The Year 2015 

For the first time, this groundbreaking guide unlocks the secrets used by Amazon, Virgin, Apple, Starbucks and It creates a guide for success based on 3 years of scientific study drawing insights from more than 100 businesses to identify seven key factors. When implemented together these factors have been proven to drive superior business performance. Customer Culture is as fundamental to business performance as breathing is to living. It is the life force of your business. This applies no matter what your industry sector.

And with the evidence-based methods in this book, you can replicate their success in your business!

Creating a customer-centric company takes more than making an investment in the customer service department and systems. It’s about building a culture in which the customer is at the heart of all decisions made within every function and unit.


The Customer Culture Imperative reveals the key disciplines of customer culture that consistently predict enhanced, sustainable business results. Each one is linked to a particular strategy and drives predictable and measurable improvements in one or more business performance factors—from innovation and customer satisfaction to growth in sales and profits to higher rates of new-product success.

It gives you the tools to:

  • Inspire everyone in the company to embrace a customer-centric culture
  • Unify efforts across units by creating a “common language” for change
  • Collect and measure data from your efforts and benchmark your progress
  • Make change long term so you leave a legacy of an enduring business

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