What do all customer-focused companies have in common? 

They are led by people who are obsessed with customer experience and who put customers first in everything they do. 

Customer experience efforts only succeed when they are backed by leaders. A truly customer-centric culture starts with the leader. Companies that want to succeed in customer experience must have strong leadership from a CEO who understands and values the importance of customer experience. Without a customer-centric leader, CX efforts will likely fail. 

Here are 10 customer-focused leaders and what they do to put customers first. 

1 . Jeff Bezos, CEO of Amazon

No list of customer-focused leaders is complete without Jeff Bezos, who has set the standard for customer focus. Since the early days of Amazon, Bezos has famously left an empty seat in each meeting to represent the customer. He has instilled in Amazon culture the goal to create the world’s most customer-centric company. Every employee knows how their role impacts the end customer and works to innovate and provide great service every day. Bezos spends time each year in the contact center and makes every decision with customers in mind. Customer-focused leaders demonstrate the importance of customer experience to their employees and show the value of each role.

2 . Tricia Griffith, CEO of Progressive Insurance 

Tricia Grifffith spent years at Progressive before becoming CEO, giving her a strong understanding of the company and its customers. One of her main rules as a leader is to never stop listening to people. Griffiths leads like she is always in beta mode as a way to push her employees to think creatively, take risks and build real connections with customers. That mentality has led to a company that is disrupting the traditional insurance industry. From strong apps to clever marketing, Griffith encourages her employees to think big for customers. Customer-focused leaders are creative and not afraid to challenge the status quo. 

 3 . Lynsi Snyder, CEO of In-N-Out Burger

It’s no coincidence that Lynsi Snyder is regularly ranked as one of the top CEOs in the world and that In-N-Out Burger has the most loyal customers of all fast food chains—Snyder’s leadership style puts people at the center of everything the company does. Snyder has built a culture with strong benefits and growth opportunities for employees, which motivates them to provide great service to customers. She emphasizes the importance of high-quality products and service and isn’t willing to cut corners. Customer-focused leaders treat employees and customers like family and demand quality.

4 . Marvin Ellison, CEO of Lowe’s

Within his first three weeks on the job, Marvin Ellison reprioritized Lowe’s to focus on customers, restructured the executive teams and re-engaged employees. A cornerstone as his time as CEO has been better understanding customers and getting back to basics, such as ensuring items are in stock and easy to find and that the online experience is convenient and intuitive. This has required new investments and restructuring within Lowe’s, but Ellison’s leadership and big actions show that customers are the focus of the company. Customer-focused leaders make big moves to ensure everything about their organizations is pointed to customer success.

5 . Kevin Johnson, CEO of Starbucks

Starbucks is known for creating an entire experience around coffee—from the unique store décor to the welcoming staff and comfortable ambiance. CEO Kevin Johnson places a large emphasis on customer experience and regularly communicates directly with employees and customers. His transparent messages, especially during the global pandemic, show his focus to serving customers and helping communities. Johnson has also taken steps to support employees, such as expanding benefits and mental health coverage. His goal is to empower employees so they can share their passion and service with customers. Customer-focused leaders are transparent and value both employees and customers.

6 . Elon Musk, CEO of Tesla 

One of the reasons for Tesla’s meteoric growth in recent years is because everything the company does is rooted in customer experience. Founder and CEO Elon Musk sets the tone to put customers first in everything, from how cars are designed to how issues are resolved. On numerous occasions, Musk has even interacted with customers directly through Twitter to answer questions and address concerns. One customer reached out to Musk on Twitter to complain about cars parking in Supercharger spots, which prevented other Tesla owners from charging their cars. Musk responded, and within a week had implemented a policy change at Tesla. Customer-focused leaders listen to customers and take responsibility to make important changes.

7 . Anne Wojcicki, CEO of 23andMe

The entire goal of 23andMe is to bring science to the masses and help customers know more about themselves. With that in mind, Anne Wojcicki involves customers throughout the process, such as involving them in new research and providing updates on relevant scientific studies. She regularly meets with all departments in the company, including the lead scientists, to ensure 23andMe is moving in the right direction to best serve customers. Customer-focused leaders see the big picture of how their company can impact customers and keep their teams moving in that direction.

8 . Gary Kelly, CEO of Southwest Airlines

Gary Kelly bucks many industry trends to put customers first at Southwest Airlines, such as not charging for bags and offering free entertainment. His main focus is to continue the company’s legacy of a strong customer experience and innovate to bring Southwest into the future. He creates a people-centered culture by valuing employees and building an enjoyable and empowering place to work. Kelly is continually pushing his employees and himself to be better than before, especially when it comes to serving customers. Customer-focused leaders innovate and push the people around them to grow and improve.

9 . Corie Barry, CEO of Best Buy

In the constantly evolving world of retail, Corie Barry knows the importance of staying close to customers. This is especially important during the pandemic, when Barry knew that taking care of customers during a stressful time would lead to long-term loyalty and success. Barry leverages feedback loops from employees and customers. She makes an effort to surround herself with a diverse team and encourages her executive team to do the same. By keeping an ear to the ground and listening to numerous points of view, Barry can lead in a way that represents her entire customer base. Customer-focused leaders celebrate diversity and inclusion and welcome feedback.

10 . Richard Branson, Chairman of the Virgin Group

Richard Branson is passionate about customers across all of his businesses. He keeps regular tabs on how employees are treating customers and has been known to call customer support or take Virgin Air flights pretending to be a customer. He is authentic in his interactions with customers and likes to have fun with employees and customers—both through his Twitter feed and in real life. Customer-focused leaders are in tune to the true customer experience.

Customer-centric leaders set the tone for their entire organizations. When a leader puts customers first, it permeates throughout the company and creates a culture focused on customers.  

Blake Morgan is the co-host of the Be Your Own Boss Podcast with her husband Jacob Morgan. Listen to all episodes here.