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The Customer Catalyst: How to Drive Sustainable Business Growth in the Customer Economy

How the customer is killing the CEO - welcome to the Customer Economy


The Customer Catalyst is the ground-breaking management book that helps businesses truly put the customer at the heart of everything they do, provoking a debate about the role of CEOs in our customer driven economy. 

The Digital Revolution has completely transformed the business world, with customers and end-consumers wielding unprecedented levels of power over CEOs and their companies. In a world of social media, online reviews and subscription services, the customer holds more cards than ever before, making traditional business models increasingly irrelevant. Sales-led growth and shareholder profits are fast being deprioritised in favour of the experience, satisfaction and loyalty of the customer.

Customer change experts and authors Chris Adlard and Daniel Bausor believe that unless companies adapt to the realities of the Customer Economy, the future of the CEO looks bleak, as businesses unable to become truly customer-centric are fast becoming obsolete. In order to survive in this new world of customer dominance, CEOs must restructure their organisations, shifting focus entirely to customers, their needs and expectations. The Customer Catalyst argues that by truly putting customers at the heart of their operations, organisations can reap greater long-term rewards, driving sustainable business growth and profit through a systematic customer focus approach.

The Customer Catalyst introduces the revolutionary model for customer-led transformation, the “C-change growth engine”, created by Adlard and Bausor. This serves to help businesses identify the areas where customers’ needs must be prioritised. The C-change growth engine breaks down this customer-led transformation into ten key areas, or growth drivers: Voice, Culture, Experience, Technology, Digital, Success, Health, Engagement, Co-Creation and Advocacy. By committing to a customer-centric approach in each of these areas, organisations can build up a strategy which not only keeps them relevant in the new Customer Economy, but directly encourages business growth.

Each chapter of The Customer Catalyst explores a different aspect of the C-Change growth engine, using real world case studies to showcase how this customer focus can help businesses succeed. Case studies featured in the book include innovative disruptors in their respective industries, such as Zoom, Microsoft, Signify (formerly Philips Lighting), Starling Bank, Ritz Carlton and Finastra.  

Accompanying the case studies are revealing interviews with thought leaders, ranging from CEOs and Vice-Presidents to digital experts and business authors. These interviews provide readers with important insights into the Customer Economy, as well as best practice for putting the customer at the centre of your business.

Combining a ground-breaking business model with key case studies and expert opinion, The Customer Catalyst is not just a much-needed beacon in a shifting business landscape; it is the ultimate handbook for businesses looking to grow and succeed in the Customer Economy.


By Chris Adlard and Daniel Bausor

Published by Wiley, October 2019

Hardcover and e-book, priced £18.99

ISBN: 9781119575085


About the Authors:

CHRIS ADLARD is a multi-award-winning customer champion. He previously worked at Finastra, the world’s leading financial technology provider, as global head of customer and strategic partner engagement. During his 20+ year career, Chris has also led strategic customer programmes for other technology brands such as IBM, CA and Synopsys. 

DANIEL BAUSOR has over 25 years’ experience as a strategic B2B and B2C customer champion, both   in-house and as a consultant, working at organisations including Signify, Philips and Fujitsu. In 2008, he founded a customer transformation consultancy and has advised global organisations on how to take a radical, creative approach towards customer-led growth.

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