Turning Customer Centricity Into an Operational Strategy
Michelle Urdiales, CMO at LAM and a Member of the Regional Leadership Board at A.P. Moller - Maersk, explains how customer centricity must move beyond intention and become an operational strategy. She outlines how working backward from the customer shapes leadership decisions, prioritization, and long-term value creation. Michelle connects customer focus to retention, trust, and internal alignment across the organization. Her insights show how sustainable growth follows when customer value leads every decision.
Turning Customer Centricity Into an Operational Strategy A Conversation with Michelle Urdiales, CMO, LAM, and Member of the Regional Leadership at A.P. Moller - Maersk EPISODE 248 Steve MacDonald HOST:
Table of Contents [0:58] Introduction to Michelle Urdiales [31:36] Full Podcast Episode [2:22] Episode Highlights Video [2:35] How Working Backward From Customers Drives Better Decisions [5:20] Understanding Customers Beyond Dashboards And Data [4:06] Connecting Customer Experience To Revenue Outcomes [4:14] Thinking Business First Enables Better Cross-Functional Decisions [4:32] How CMOs Earn Their Seat By Speaking the Business Language [1:44] Building a Customer-First Culture Inside the Organization [3:46] Operationalizing Voice Of Customer Programs in Business [1:10] The Core Habit Behind Sustainable Growth [0:51] Short - Understanding Customers Beyond Dashboards And Data
ABOUT Michelle Urdiales Michelle Urdiales, CMO at LAM and a Member of the Regional Leadership Board at A.P. Moller - Maersk, explains how customer centricity must move beyond intention and become an operational strategy. She outlines how working backward from the customer shapes leadership decisions, prioritization, and long-term value creation. Michelle connects customer focus to retention, trust, and internal alignment across the organization. Her insights show how sustainable growth follows when customer value leads every decision.
FULL EPISODE Never lose sight of the customer. Stay close to the business and the customer, and make it intentional. Plan these conversations, bring in the voice of the customer, and apply what you learn daily. This drives personalization, creates meaningful experiences, and completes the growth circle for their benefit. Michelle Urdiales
[2:22] Episode Highlights Video
[2:35] How Working Backward From Customers Drives Better Decisions All decisions were made starting from the customer. Were shifting the gravity away from an internal perspective to starting with the customer and thinking about how we can add more value, help them solve additional challenges, and make their lives easier and better every day. Michelle Urdiales
[5:20] Understanding Customers Beyond Dashboards And Data Customer centricity is ingrained in everything you do, in every decision, in the planning, and in what you are solving for your customers. Its about who you want to serve and understanding their pain points, aspirations, expectations, and challenges. It needs to go beyond demographics and firmographics. Michelle Urdiales
[4:06] Connecting Customer Experience To Revenue Outcomes If the customer is not happy and does not stick around with you, you are not going to grow. You need to keep bringing in the voice of the customer and drive outcomes as effectively as possible to create the best customer experiences and address the things customers are looking for. Michelle Urdiales
[4:14] Thinking Business First Enables Better Cross-Functional Decisions You need to think about business first. Focus on the common objectives of the organization to ensure success, so you can collaborate effectively and serve your customers better, understanding whats happening and how to serve them in the best possible way. Michelle Urdiales
[4:32] How CMOs Earn Their Seat By Speaking the Business Language The importance really lies in how you connect the dots to raise the bar and take things to the next level. I think thats where the misconception comes in. This is something we need to start thinking about as a collaborative effort across the organization, rather than in silos. Michelle Urdiales
[1:44] Building a Customer-First Culture Inside the Organization It's everyone's role; there is no single owner of customer centricity. From the top down, you need to walk the talk, communicate the message, and create a culture that consistently brings the voice of the customer into everything you do. Michelle Urdiales
[3:46] Operationalizing Voice Of Customer Programs in Business You need to have a program. It needs to be programmatic, in your calendar, and continuously reiterated. Ask the right questions and bring the voice of the customer through broadcasts, events, and content. It should be ingrained in day-to-day work, and that's always an opportunity for us to look for ways to improve and raise the bar. Michelle Urdiales
[1:10] The Core Habit Behind Sustainable Growth Never lose sight of the customer. Stay close to the business and the customer, and make it intentional. Michelle Urdiales
YOUTUBE SHORT: Customer centricity is ingrained in everything you do, in every decision, in the planning, and in what you are solving for your customers. Its about who you want to serve and understanding their pain points, aspirations, expectations, and challenges. It needs to go beyond demographics and firmographics. Michelle Urdiales
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