The definitive guide to deliberately designing a customer-centric organization. In today's oversaturated business environment, it can be a challenge to stand out from the crowd. With everyone playing the same digital game, how do you gain an edge on your competition and keep your customers coming back? For CX Journey Inc. founder and CEO Annette Franz, the answer is simple: create a world-class customer experience on the foundation of a customer-centric culture. With her new book Built to Win: Designing a Customer-Centric Culture That Drives Value For Your Business, Annette implores leaders to transform their existing company culture and rebuild it in every way around the needs of their customers (while putting employees first). A customer-centric culture is one in which the customer's needs and perspectives are woven into the fabric of the organization. They are, literally, at the center of every decision, conversation, action, process, and strategy. The book includes case studies and examples from leading brands, including Hubspot, Airbnb, Starbucks, WD-40, and Delta Airlines. An essential book for the new business landscape, Annette's work gives modern leaders the principles, wisdom, and confidence to take back control of their company's fate, one customer at a time.