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When Jeff Bezos started Amazon — originally called Cadabra — he announced, “Our goal is to be earth’s most customer-centric company.” Today Jeff Bezos calls it “customer obsession.”

As I explored why customer focus is the primary driver of many of the world’s most successful companies, I was thinking about conversations I had over the past year with CEOs who through customer-centric models are leading their industries. What I found is the key to a world-class customer experience really starts with your own culture. Below are direct quotes from 10 CEOs whose companies are leaders of service in their industry.

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Ferrero, global confectionary giant, has brought on Cheryll Forsatz in the newly created role of VP, PR and corporate communications. Forsatz joins Ferrero from Ketchum, where she was a senior VP with responsibility for the agency’s external communications. Before that, she served as director of communications for McDonald’s New York Metro Region and was also a senior VP at MWW PR. At Ferrero, she will lead PR and corporate communications plans and strategies for its product portfolio (which includes Ferrero Rocher, Nutella, Tic Tac and Kinder Joy) as well as for the Ferrero corporate brand.

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