Company-Focused CX™
Building Organizations That Act on What They Know
You bought the platform. You made the hires. The dashboards update every morning. And still, the needle isn't moving on the experience your customers actually receive.
One email, the day it's ready. No list, no drip, nothing else.
Better data doesn't solve what happens after the insight exists.
The research runs. The dashboards update. Someone owns the customer program and does the job well. And yet the same complaints surface in the same reviews, the roadmap still ships things customers did not ask for, and the phrase "we need better alignment" gets said again, by the same people, with slightly less conviction than last time.
Your company knows more about its customers than it manages to act on. The gap opens after the insight exists, between what the organization knows and what actually shapes the decisions it makes.
Customer-centricity is built, not declared.
Most advice tells you to care more about customers. But sincere commitment is not sufficient on its own. An organization still needs the conditions that let people act together on what they know.
Customer-centricity depends on organizational conditions that let people across functions act coherently on customer evidence. Those conditions do not appear simply because everyone agrees customers matter. They have to be built deliberately, maintained as the organization changes, and strengthened through use. This book is about how that happens.
From diagnosis to organizational capability.
Why capable, committed organizations still cannot act on what they already know. Where customer evidence goes to die. Why the most motivated person on your team quietly stops pushing. Why more meetings about alignment never produce it.
What it takes to build an organization that can act on what it understands. Not another customer tool or isolated initiative, but the agreements, structures and ways of working that help customer evidence shape coordinated action across functions, and continue to hold as the organization changes.
This is not a general customer-experience book.
It's written for one reader: the leader at a growth-stage B2B SaaS company that has already invested in understanding and serving customers, but still finds that customer knowledge does not reliably shape how the organization acts.
If that's you, you'll recognize your organization in the first pages. If it isn't, this book will feel too specific to be about you. That's deliberate. It's built for the people who feel the problem most, not for the widest possible shelf.
Written by someone who has stood inside the problem.
Dennis Lees is a customer experience strategist and the founder of Groundwork CX.
As Global Director of Customer Experience at GMO GlobalSign, he learned this from the inside: understanding customers and building an organization that can act on what it understands are different problems.
The book is being written now.
Leave your email and you'll hear from me once, the day it launches. That's the whole promise.
One email, the day it's ready. No list, no drip, nothing else.
Recognize your organization and want to examine what's happening more closely? You don't need to wait for the book. Work with Dennis →