Most companies still operate as if they control their customers. But, in today’s market, it’s really the other way around. Based on over 100,000 firsthand interviews with customers, Customer CEO: How to Profit from the Power of your Customers proves that in today’s world customers — not CEOs — hold the reins in big business.

Chuck Wall helps companies confront the new market reality: that customers choose which companies to do business with completely on their own terms. And while he admits that the customer is not always right — in fact, often mind-numbingly wrong — the customer now has the upper hand. This effectively inverts the power, control, and direction of decision- making; to survive in this new landscape, organizations must quickly adapt.

Customer CEO explores the nine powers customer possess—including “the power of me,” “the power of the heart,” and “the power of rebellion” — and how companies can profit by understanding these specific powers held by customers. He gives concrete examples, based on more than a decade of history, of how three-dozen brands have used this to their advantage. For example, you will:

  • Learn how Ikea embraces the power of me with instant customer gratification
  • Discover how Apple tears down customer barriers using the power of performance
  • Find out how Trader Joe’s has built a cult following through the power of the heart by loving their customers
  • Be inspired by how TOMS Shoes invented a new way of doing business through the power of purpose

Chuck provides every company, no matter what size, with a roadmap of fresh ideas and easy-to-use tools to embrace the power of their customers. By reading Customer CEO, every leader can transform their business into a Customer CEO company.

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 hundreds of thousands of new customers. He is a contributor to Forbes and Fast Company, writing about leadership, innovation, and, of course, customers.

What They Are Saying About Chuck Wall’s Customer CEO

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 the 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

Customer CEO is truly your secret weapon to show you how to profit from the power of your customers.

Michael Port,
New York Times Best Selling Author

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

WOW! Talk about ‘voice of customer!’ Chuck Wall has come face-to-face with over 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, Ph.D.,
authors of Extreme Trust: Honesty as a Competitive Advantage

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, We First

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 examples of successes and failures provide up to date insight into how to recognize the value of the Customer CEO. If your business has customers, everyone in your organization, from the C-suite to the frontline, should read this book!

Chris Zane,
Founder/President, Zane’s Cycles and author of
Reinventing the Wheel, the Science of Creating Lifetime Customers

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 of Young & Rubicam

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 / Xenex Healthcare Services & Cofounder / Rackspace

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 the way you think about your customers forever.

Tom Cuthbert,
Vistage Chair

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 understood his customers and he 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 his book, Customer CEO.

Brad Aronson,
Entrepreneur and investor