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Customer-centric companies put the customer at the center of all they do; they ensure that they make no decisions without first thinking of the customer and the impact that decision has on the customer. The customer is infused into everything they do. 

Annette Franz refers to this as putting the “customer” in customer experience, which means that companies are taking the time to understand their customers and then using that understanding to design a better experience for them. Too often, companies believe they know what’s best for the customer and design an experience based on inside-out thinking, only to end up with customer frustration and dissatisfaction. Why? Because they really haven’t put the customer into the experience (design) at all.

But what does it take to ensure that the entire company adopts this mindset, this culture? In Built to Win, learn about the ten critical principles that form the foundation for building such a culture. Build the business with these principles in mind, and you will build to win. Win for the customer, win for the business.



VOZIQ AI: 5 Customer Experience Books You Must Read in 2022

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Shep Hyken/Forbes: Top Ten Business Books for 2022

Mark Levy: DCX Top Customer Experience Books of 2022

Qualtrics: 10 Essential Reads for CX Leaders in 2023

Lioness Magazine: Book of the Week – Built to Win

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Medallia: Best Customer Experience Books to Read in 2023

Customer Experience Magazine (CXM): Top CX Books That You Must Check Out

Milan Batinich II: Book Recommendations and Favorites

CX Unraveled: Five Summer Must-Reads

Martechvibe: What’s New On The CX Book Shelf?

Mauricio Dulon/Experiencia Cliente Latam: 10 Books on Customer Experience You Should Definitely Read

Martechvibe: Top 50 Books Marketers Need to Read in 2024



Russel Lolacher: Built to Win – What It Takes To Be a Customer-Centric Organization

Bill Quiseng: Built to Win – Values Create Value

Shep Hyken: Built to Win – The Bottleneck is Always at the Top of the Bottle

Shep Hyken via Forbes: Ten Principles to Create a Customer-Centric Company

Dave Seaton: Designing a Customer-Centric Culture – Interview with Annette Franz


Fitness + Technology podcast with Bryan O’Rourke: Understanding Customer Experience With Annette Franz

The Art of Customer Service podcast: How to Build a Customer-Centric Culture

Fireside Chats Without the Fires podcast: Built To Win, with Annette Franz

MarketCulture: Built to Win Book Launch Live Webinar with Annette Franz

Crack the Customer Code podcast: Annette Franz, Built to Win

All Things Considered CX with Bob Azman: Annette Franz, author, Built to Win

Amazing Business Radio with Shep Hyken: 10 Principles of Customer-Centricity – How Winning Organizations are Built

Relationships at Work: Building a People-First Culture at Work

SIMPLE Brand with Matt Lyles: Annette Franz – Built to Win: Designing a Customer-Centric Culture

Experience This! podcast with Dan Gingiss and Joey Coleman: Episode 158

Press 1 for Nick: Annette Franz, Author of Built to Win [Culture]

BOOST: Episode #2: EX Excellence

All About the Customer: How to Build a Company Culture That Puts the Customer at the Heart of Everything

LinkedIn Live (Rajat Chawla): Live with Annette

CX Pulse by NICE: Key Principles to Form a Customer-Centric Organization

Flip the Switch (EngageMint): How to Become Customer-Centric vs. Customer-Focused w/ Annette Franz

BestBookBits: Built to Win | Designing a Customer-Centric Culture | Annette Franz Interview

Focus on CX: Annette Franz Talks About Customer Experience (audio only or video)

Women in CX: Beyond Customer Journey Mapping: Effective CX Design

Cyber Security Matters: Customer Experience vs Customer Service (w/ Annette Franz, Founder and CEO of CX Journey Inc.)

Practically Genius: Culture and Getting the Customer Experience Right

StartupCX: Ep. 7 Talking CX with Annette Franz

Digitally Irresistible: Ep. 53 4 Steps to Improve the Customer Experience From the Inside Out

Verint: Verint Book Club Chat with Annette Franz

THE CX GOALKEEPER: Built to Win with Annette Franz – E87

RingCentral CX Book Club: Built to Win – A Customer-Centric Culture Starts With Your Employees

Sinch / CX Education Podcast: How a positive company culture helps improve customer experience

Spamming Zero: Episode 13: What The Heck Are You Doing If You Don’t Have An EX Strategy?

DoingCXRight: Building A Winning Customer-Centric Organization The Right Way

The Only One Business Show: S4e9 The People Before Profits Edition with Annette Franz

MasterClass CX: Customer Journey Mapping & Customer-Centric Mindset

Conversations That Matter: Developing A Customer-Centric Company – Annette Franz

Origins & Journeys: Origins & Journeys – Ep6 – with Annette Franz

Humans of CX: Customer Understanding: The Cornerstone of a Customer-Centric Organization with Annette Franz

The Contact Center Coach: Interview with Annette Franz

Getting to Aha! with Darshan Mehta: The True Meaning of Customer Centricity with Annette Franz

Customers First Podcast: The Building Blocks of a Customer Experience Strategy

CX Podden: Driving Customer Centricity: Navigating the CX Landscape with Annette Franz

GigCX Decoded: Designing a Customer-Centric Culture in a Gig Crowd, with Annette Franz

Practical AI – The Capacity for Good: AI in Action: Building a Customer-Centric Organization with Annette Franz

Getting to Aha! with Darshan Mehta: [Greatest Hits] The True Meaning of Customer Centricity with Annette Franz

The Business of Customer Love: Designing a World Class Customer-Centric Culture That Wins More Loyal Advocates

J.D. Power: How to Cultivate a Customer-Driven Foundation

Time Doctor: Maintaining Company Culture: Strategies for Success in a Changing Economy

Chris Dyer 31 Days of Culture: CX and Company Culture: Does It Even Matter?

CX-WISE by Sprinklr: What Growing Up on a Farm Taught Annette Franz about CX

The Global Xperience by Nutun: Keeping Your Employees Happy

Telus International (Questions for Now podcast): What Trends Are Shaping Customer Experiences in 2024?

Retain: The Customer Retention Podcast: The 3 Key Questions Every Company Needs to Ask Itself, Becoming an Expert in Organizational Culture & How to Harness Predictive Analytics

Nutun: Keep Your Employees Happy