How the relationship works
Most engagements deepen over time rather than starting at full commitment. You bring me in to see clearly first, and the relationship grows from there.
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What changes?
The goal isn't a better CX program.
It's an organization that's better able to act on what it already knows.
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Who this work is for
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Who this work is not for
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"We've made the investment, but the needle isn't moving. We're talking a good 'customer focus' game, but in many areas it's still clearly not a priority."
"We sense that CX is bigger than one team, we just don't have the language or work vehicles to bring about the system-wide effort and focus required to show it."
This work builds the organizational capability to generate system-wide focus on Experience Delivery. That means sharing ownership and goals across departments that are used to operating separately.
It will disturb how decisions and priorities currently get made. That disruption is not a negative side effect. It is the whole point.
Why work with Dennis?
Groundwork CX was not developed through consulting engagements. It was built over fifteen years in the trenches of complex global B2B SaaS.
The methodology emerged through practical experience building customer-insight systems, governance models, ownership structures, and cross-functional coordination mechanisms that deliver real, measurable business outcomes.
This work needs someone with standing but with no territory to defend. A full-time hire is inside the politics they would need to broker. A traditional consultant leaves before the new structures hold. A Fractional CX Executive is exactly what this problem requires. Close enough to build alongside your team, neutral enough to broker across functions, and present long enough to make the capability stick.
"The Groundwork CX methodology took shape over fifteen years from inside complex, global B2B SaaS. That included creating single sources of customer truth used across product, marketing, engineering and support teams; distributed ownership of customer experience accountability across dozens of people without additional headcount; and governance systems that replaced competing versions of customer reality with consistent decision inputs." — Dennis Lees
Let's start with a conversation
If you're experiencing recurring customer issues, stalled CX investment, siloed decision-making, customer evidence that isn't influencing outcomes, or if the ideas on this site are simply resonating more than you'd expect, let's talk.
You may not recognize your exact situation in these pages, but if the ideas, language, or patterns feel familiar, there's usually a reason.
Not ready to talk yet?
Send your details and what's prompting the conversation. I'll follow up directly.
Thanks — I'll be in touch.
I read every message personally.
Ready to move?
Grab 30 minutes on the calendar directly. No back-and-forth, no waiting on a reply.
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Building the organization foundations required for Customer-Centric Execution™.
Because customer-centricity is the ultimate test of organizational alignment.