Building Customer-Centric Innovation Into Your Company Culture

Last Updated May 29th, 2021

Dennis Geelen, customer-centric innovation, CCI, innovative, customer centric, customer centricityZero In, Zero In Formula, author, consultant

Listen to “139. Building Customer-Centric Innovation Into Your Company Culture w/ Dennis Geelen” on Spreaker.

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Being customer-centric means investing as a company in tools and strategies to continuously understand your customers. Being innovative means searching out best practices to create a widespread culture of finding new and better ways to serve. If you can combine those two cultural mindsets across your entire organization, then you’ve really got a recipe for long-term success.

Today’s guest, Dennis Geelen, has built a company and written a book focusing on the theme of how customer-centric innovation (CCI) can permeate culture and touch every aspect of the organization. At its core, CCI is about getting into the mindset — as well as the heartset — of your customers by thinking and feeling right along with them.

Dennis is the Founder at Zero In and author of The Zero In Formula, which solves the problem of customer indifference by applying CCI companywide. He spoke with me about creating a compelling reason for customers to care by becoming your own customer and drilling into what drives customer lifetime value.

Dennis and I talked about…

What the three main components of customer experience (CX) are
Why indifference, not hate, is the opposite of love
What CCI is and how affects culture
How to calculate the lifetime value of your customers
How to truly understand your customers



Building Customer-Centric Innovation Into Your Company Culture

Enjoy Episode 139 of The Customer Experience Podcast on the go by listening with your favorite podcast player …

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We also embed each conversation into these blog posts, so you can hear — and even search — the full recording with Dennis Geelen right here …

Listen to “139. Building Customer-Centric Innovation Into Your Company Culture w/ Dennis Geelen” on Spreaker.

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Video Highlights: Building Customer-Centric Innovation Into Your Company Culture

Check out the top five video highlights from the discussion with Dennis Geelen of Zero In


1. The 3 Components of CX



2. Customer Centricity and Innovation Defined



3. Where Even Successful Companies Go Wrong



4. Customer Lifetime Value as the Metric



5. Truly Understanding Your Customers



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Ethan Beute | About The Author

Chief Evangelist at BombBomb, host of The Customer Experience Podcast, and Wall Street Journal bestselling co-author of Human-Centered Communication and Rehumanize Your Business, Ethan Beute collects and tells stories of clearer communication, human connection, and higher conversion through simple, personal video messages. BA: University of Michigan. MBA: University of Colorado-Colorado Springs.

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