The 5 Secret Steps to Process Masterdom

Do you ever have that sneaky feeling that we can get so much more out of our business processes? Are you Struggling to get support from the organization for your change? Are you curious about what are the best proven techniques (that go way beyond Lean and Six Sigma)?

If so you are in the right place!

THE USE OF THE RIGHT APPROACHES WILL REDUCE COSTS BY AT LEAST 30% (and at the same time significantly improve customer satisfaction!) – 100% Guaranteed

Steve Towers

This FOUR day 5 Hours per day program shows you how using the REAL LIFE work you are doing! Come get upskilled and take back IMMEDIATE improvements that realise tangible benefits from the get-go.

Review the Preview here:

Here are just some of the recent testimonials:

Let me take this opportunity to thank Mr Steve. Your teachings are timeless and they stick perfectly and forever in our minds. We shall never forget you wherever we find ourselves on this planet. Thank you so much, Steve 🙏

Benignus Otmar, Tanzania

Thank you, the experience was enlightening, empowering, educating, encouraging and engaging.

Natasha Doren, South Africa

Thank you, Steve, I have never enjoyed anything more than the CX course, The weight of knowledge I gained and the enlightenment that I got is indescribable.

Reem Elsadig, Sudan

Thanks Steve for such an excellent program, the dedicated manner you use to share with us your wonderful knowledge and wisdom in CX, and time to response all our questions! God bless you, thanks a lot!

Yanese Angeles, Dominican Republic

You started me out on this journey my friend. Thanks for letting me live out my passion!

Molly Redenbaugh, Iowa, United States

Thank you! It’s been an amazing journey and you have been a great mentor.It was an honor taking your class, I am now a confident CPP Master🙏🏾

Masele Masudi Msita, Tanzania

Thank you Steve for high-quality wonderful Master. I thought the course was brilliant.Thank you for everything.

Join our upcoming Coaching and Accreditation sessions online, LIVE & Interactive

Professional WebclassStartsDuration
Accredited CX Master
16th Nov4 days @
5 hours per day
Certified Process Professional Coach
3rd Nov4 weeks @
3 hours per week
Certified Process Professional Champion (CPPC)9th Nov3 days @
5 hours per day
Certified Outside In Master
17th Nov7 weeks @
3 hours per week
Certified Process Professional
23rd Nov2 days @
5 hours per day
Certified Process Professional Master
23rd Nov4 days @
5 hours per day
Accredited CX Champion
1st Dec3 days @
5 hours per day
Certified Outside In Champion
8th Dec3 weeks @
3 hours per week

The pioneer of all things Outside-In?

Who started #customerexperience ? Well, there has always been a customer experience, however, it is only in the last 20 years that companies have realized the need to get scientific about shaping and innovating #CX. Who was the pioneer that did that first? And in doing so shifted the emphasis from Industrial Age thinking to Outside-In practice. Let’s jump into the time machine and rediscover Steve Jobs back in 1997.

Moving from Product to Customer-Centric

Back then it wasn’t understood that designing Customer Experiences and delivering Successful Customer Outcomes went way beyond being product-centric. Steve Jobs anticipated this shift towards customer-centricity, and evolved Apples approach to rapidly shift to Outside-In strategy and operations.

Many of the concepts we accept, such as defining the customer experience from the customers perspective, and not the organizations, were developed in the cauldrons of Apple mountain. In fact, one of the key techniques within the CEMMethod™ was initially referred to as the ‘Apple Innovation Approach’.

Why so many still get it wrong

Here’s a great mini video explaining the difference in viewpoint Inside-Out v. Outside-In.

The CX Rockstar tells us why many get the definition of CX wrong.

James Dodkins aka CX Rockstar has many similar takes over at

We saw that at work in Outside-In design of products like the original iPod, the iPhone and the iPad. Now taken for granted the last century was a mish mesh of competing chunks of technology (think the early MP3 players) that often required an MSc to understand the menu system and driver updates.

It isn’t what they want, it is what they NEED

Nowadays the major consumer product companies understand the requirement to articulates the needs of customers, and only then design products that meet those needs. That is Outside-In in action.

You would be right in saying he was the pioneer of Outside-In.

If you would like to dig deeper I talked about the difference in approaches of Industrial Age v. Customer Age/Outside-In in this article.

This item has caused quite a stir over at LinkedIn, you can join that discussion here.

Other Outside-In resources to Explore

6 Ways to Transform Process and the Customer Experience (at the Same Time)

Steve Towers Keynotes

Where do I start?

I was keynoting a conference in Europe recently, and senior executives in the room were getting the rationale behind moving Outside-In. However, there seemed to be two perplexed groups in the place.

One was what a refer to as the ‘traditional process guys’, and the other ‘the customer is first people’, and interestingly they both asked the same question “Where do we start?”

My honest and most direct answer is “You do not have a choice. You have got to start where you are and go from there!” OK, I get what you’re thinking, how could they take that away and begin to transform their organizations?

So, I walked them through TWO distinctly different ways to navigate to Outside-In working and practice, depending on your mindset, enterprise history and maturity. For the two categories of customer in the room, the NEEDS are the same, just the way they navigate to achieving them is different.

What are the Results?

From a results perspective, both approaches focus on winning the triple crown, that is Improving Service, Growing Revenues and Reducing Complexity (and hence lowering costs).

ApproachProcess EngineeringCustomer First
FocusProcess is the starting pointStarts with Customer Needs
ScopeReengineering the ProcessesAligning everything to Customer Needs
IntentionBuild out from Process to Department to Division to EnterpriseArticulate Successful Customer Outcomes and Remove the complexity of things that do not contribute to it
BenefitsLocal wins building to business-wide transformationImmediate delivery against Triple Crown benefits
Executive Buy-inSlow burn, however when they see the benefits and ‘get it’ the support is significantStarts at the strategic level so influences everything the organization does
RecommendationIf your remit is just ‘improving processes’ this approach will get you their steadily, however, the challenges facing traditional business are seismic so is there time? So, make immediate gains but push hard for more quickly.By demonstrating the value of ‘customer first’ in terms of the triple crown the enterprise can align quickly and effectively. Importantly avoid the ‘soft and fluffy’ sentiments expressed by many in the customer experience world.

How can I Implement?

Back in 2006 the BPG launched the CEMMethod™ and built out an approach, using the 50+ techniques based on global next practice from companies like Virgin, Zara, BMW, Zappos, Apple and Emirates. Since then more than 3,000 companies in 116 countries have become accredited and certified to transform their processes and organizations.

Now in version 11, the choice you make in deployment is based on your ambition and remit within the enterprise.
If you are a leader needing to embrace the digital customer ‘Customer First’ leaps out as the main option. Alternatively, if you are in a traditional process-based business (lean, six sigma, BPM etc.) the more conservative ‘process engineering’ approach may be preferred.

You can access the following resources that will help you make an informed choice:

CEMMethod™ – review its potency and pedigree:

Outside-In The Secret of 21st century companies (free access):

The Accredited Customer Experience Program 2018-19:

The Certified Process Professional Program:

I look forward to guiding you to transformation when you are ready!

Bridging the Gap (Industrial Age > Customer Age)

During my encounters with global business leaders, I am frequently asked the question of what is the difference between Lean Six Sigma (LSS) and Outside-In thinking and practice?

Often the question is prompted as a consequence of the huge investment many large corporations have made into up-skilling their people and processes to LSS. Many times those same executives are querying the return on those investments and hence now looking at more progressive alternative approaches to evolve their business performance.
For those familiar with Outside-In thinking and practice the difference is fundamental however if you haven’t been exposed to such training or working in one of the worlds leading Outside-In companies it would be good to have a short comparison of the key thematic differences.
In the interests of full disclosure, I was an Industrial Engineer qualified as a Lean Master and Six Sigma Master black belt and I see and witness the significant differences every day. Does the implication of the difference mean we should abandon LSS? No, far from it. In fact, integrating the Outside-In perspectives into existing programs is a proven tried and tested way of advancing LSS to the centre stage of winning performance.
Case in point is a North American plastics extrusion company. They had previously been a powerhouse of Six Sigma, grown into and become a Lean ‘Toyota way’ dynamo only to run into the problem of diminishing returns.

Plastic extrusion starts with pallets

Investing just as much in getting better the decreasing returns and eroding margins made it an issue at the top table. In true pragmatic Texan style (their CEO is from Dallas) they embraced Outside-In big time. Over 6-9 months people were upskilled for the Customer Age and then let loose to transform the organization. Not only did they save their bacon they are now a world-leading company. And what do they call their program? OIL – Outside-In Lean. Nice eh?
 So be pragmatic. Look for the bridges from here to there and you can have the best of both worlds.

Table 1: Comparison of some differences between Lean Six Sigma and the CEMMethod.

Lean Six Sigma
Customer Experience Management/Outside-In
Industrial Age
Customer Digital Age
Improve current work
Align to achieve SCO’s
Process will exist at the end of a review
Processes may be removed
Focused on improving outputs
Focused on delivering Outcomes
Cost reduction
Triple Crown achievement (Cost/Service/Revenue)
Accepts the functional hierarchy
Proposes the appropriate structure to deliver SCO’s
Effect based activity (value/ non-value added – waste identification – SPC etc.)
Causal based activity (what creates the work in the org. then let’s fix the causes)
Intelligent Processes
No mechanism exists to ensure processes are intelligent
Specifically designed to implement and mature intelligent processes
End to End working e.g. SIPOC
Centric working – the customer is at the heart of everything that happens
Are at the end and the beginning of processes
Are enlightened, Promiscuous, Rebellious, Prosumer, Multi-channel, high expectations
Enterprise objectives
Operational and tactical. Aims to fix process.
Strategic and Operational. Aims to implement a sustainable architecture.
Process based improvements
Enterprise-wide transformation
Other Customer Age resources to explore:
Outside-In The Secret:
Certified Process Professional:
 Connect with me on LinkedIn:

The 5 most popular Lean Six Sigma Articles

Google tells us that lean thinking and practice has had its heyday. However, the overlay of ‘digital everything’ makes processes more important than ever, so what are the leading Lean Six Sigma articles of the last 12 months?

5th: Why Lean Six Sigma is a necessity in every industry

Intelligence Quality
Intelligence Quality is a Management and Business consulting firm that specializes in Lean and Six Sigma strategies. 

“There is a false notion about Lean Six SIgma wherein it is a waste of money to incorporate the concept in the company, however, one fails to realize that like any other department, Lean Six Sigma is a necessary method that every industry must follow in order to rectify their financial curve.”

Jump to the Full Article here.

4th: 5 Process Improvement Strategy Trends of Future-Ready Firms | AccountingWEB

Dustin Hostetler

Dustin Hostetler is a Lean Six Sigma consultant and shareholder of Boomer Consulting Inc.  As a Lean Six Sigma Master Black Belt with extensive experience working inside a large regional CPA firm, he has taken proven Lean techniques from the manufacturing floor and tailored them to bring groundbreaking value to public accounting firms

“The firms that have been comfortable with status quo, quite frankly, are going to be rudely awakened as the intersection of technology and process continues to change the game around them. I can’t help but think of companies like Blockbuster and Kodak that were at one time comfortable with the status quo.”

Jump to the Full Article here.

3rd: The 8 forms of deadly waste in LSS

As a provider of LSS services and resources Scmula helps people ‘get’ techniques and approaches, tried, tested and proven.

“Lean Six Sigma is one of the most advanced and effective methodologies available for business process improvement and optimization. It is especially adept in battling a wide range of problems and inefficiencies. To help better understand and deal with waste, this approach classifies them into the 8 Forms of Deadly Waste. This classification is important because it makes waste much easier to uncover and then eradicate. It also helps you identify environmental improvement opportunities.”

Jump to the Full Article here.

2nd: The Amazingly Awesome list of LSS books

GoLeanSixSigma (May 2017)

One of the leading providers of training in the space periodically publishes ‘books most read’.

“What’s a good book to read if you want to succeed at process improvement? Is Lean Six Sigma all about manufacturing? Are there any about the service industry? HealthcareGovernment?…”

Jump to the Full Article here.

1st: Lean Six Sigma is everywhere


This one for March 2017…

“Do you ever walk into a store and know at a glance where to find what you need? Do you notice that seemingly long lines can often move really quickly? Do you find yourself wondering why things don’t go horribly wrong more often? Lean Six Sigma is at work!”

Jump to the Full Article here.

Recent Articles:

Upcoming Events > Denver | Washington DC | London | :

Steve aka CXObsessed

Block Buster Update this week…

Fantastic Testimonial | NEW Webinar | Events Heads Up | New Articles

** Setting up the CX Management Office – NEW Webinar now **
The How to with guidelines and template to create the successful Customer Experience Management Office 

** Upcoming CPP Masters and ACX Masters ** (now in the 25th year!)
Johannesburg | Dubai | Washington | Geneva | Sydney | Brussels

** New ACXP program attracts terrific feedback **We were blown away by this one
(see more recent at: )

“The training was transformative for me personally and also made a huge push in my professional life to define CX Strategy more clearly. 

I would like to thank James Dodkins from BP Group for an amazing learning experience at Accredited Customer Experience Professional Training in Denver. I especially loved his teaching style and CX classroom projects. 

I learned so much. Thank you James! James is a true wealth of knowledge in all areas related to Customer Success, Customer Experience and Customer Centric Process Design.”
Sasha Stewart, Customer Experience Consultant, Logio Solutions LLC

** Recommended Conferences 2017 **

(and yes we are there too!)

Customer Experience Week Australia 2017 – Sydney 23-26 May 2017

OPEXweek AUSTRALIA 2017 – Sydney – 25-28 July 2017

OPEXweek Summer 2017 – San Diego – 21-23 August 2017

OPEXweek Global Summit 2018 – Orlando – 22-26 Jan 2018

** THREE Articles **

* The 5 Critical Failures of 80% of Customer Experience initiatives 

** The five crucial things successful CX companies do every day

*** Don’t give the Customers choices? 

I told you that was a biggy eh? See you the inside soon. Cheers, Steve |

The Customer Feedback Conspiracy

Did you know- Customer Feedback is one of the worst things you can do? Listen to this emotive keynote from BP Groups Chief Customer Officer, James Dodkins. It is funny and tragic at the same time.

And if this lights your fire go see the other pieces over at

You can connect with James:
t: @jdodkins

How to Meet the challenge of the Digital Customer – Video & FREE Book

Here is a two-minute snap video and a copy of Outside In The Secret, the seminal book that will change the way you think about work forever. (updated for 2021)



Join your fellow professionals in getting more scientific about the Customer Experience.

Do you want to embrace advanced Customer-Centric thinking and become Outside-In?

👉 Step #1 – Review the upskilling options to become an ACX Professional & ACX Master:

👉 Step #2 – Get The Book: Outside-In The Secret *FREE*

👉 Step #3 – Connect With The Community:

👉 Step #4 – Keep Pace with Change: Recent Keynote – The Hard Benefits of XM |

👉 Step #5 – Review the Testimonials Accredited Customer Experience Professional – BPG (

The Facade of Lean – Manufacturing & Technology conference

John Dyer gives us his perspective on Lean Manufacturing in 2015 from the May conference Industry Week conference

Join us to learn the Secrets of Apples, Googles, Zara, Zappos and Amazons success

Certified Process Professional Masters
(CPP-Master) Program

An internationally recognized program with proven track record delivered by been there and done it coaches more than 130 times, in 52 cities with delegates from 105 countries.
The program, now in its tenth year, utilizes the BP Groups approaches and framework to help you and your organization win the triple crown – simultaneously reduce costs, grow revenues and enhance service.
Producing Immediate and sustainable business results across any industry and sector.

Become a qualified CPP-Master and demonstrate your professionalism

How you can drive customer centricity through the power of process

Traditionally, process excellence has focused on improving productivity, efficiency and effectiveness. Methods and approaches have evolved over time to help organisations streamline, remove waste and standardise processes, driving economic success in many countries around the world.

But times have changed. And we must change with them. The rise of digital and changing customer expectations is changing the very nature of business improvement. Organisations must now look for new approaches and strategies which place the customer at the centre of processes, to remain relevant and competitive in a dynamic market.

Ahead of Process Excellence Week Australia 2015, Steve Towers, Lead Coach and Co-Founder of the BP Group (UK) interviewed by the PEX team reviews the biggest factors currently transforming the process excellence landscape and the steps Australian organisations can take to successfully link process to customer outcomes.
What types of new approaches and techniques are changing the way companies approach business improvement?
Steve: We need to ask ourselves the question – what is driving change? And at a fundamental level we are seeing the ascendance of what I like to call the digital native. These are folks who have little patience for assembly line factory thinking with its rigid rules and structures. In fact as customers the digital native demands immediacy and attention.

Swinging back to the original question organisations now need to embrace approaches that meet the high expectations and promiscuity of this digital native. Otherwise they will not survive the decade – witness the demise of companies such as Nokia, Kodak, Blockbuster, and Blackberry. The new approaches and techniques emphasize the customer, front and centre. And I don’t mean in an arbitrary ‘voice of the customer’ way. I mean as a central focus for everything – strategy, operations, technology and process.

The book I wrote in 2010 referred to the overall concept of Outside-In, shifting the way work gets done by understanding needs and aligning everything an organisation does to achieving successful customer outcomes. In the five years since we reviewed the pioneers such as Virgin, Amazon and Zara the customer centric philosophy has become mainstream and accessible to all. So business improvement itself has shifted from getting better at what we do to redefining what it is we do and ensuring the delivery works for the new order.

How might companies go about linking process improvement with their customer centric strategy? What are the benefits?
Steve: Connecting the dots between process and customer is a critical challenge. It is only in the last 10-15 years that people have realised that all work is a result of customer interactions and can, with the appropriate approach, be connected to every single task and activity.

The resulting Process Performance Landscape demonstrates where costs occur, how revenue is created and what levels of performance can be achieved. Once we have that picture we can make informed decisions that touch everything the organisation does. The benefit is completely tangible, something I refer to as winning the triple crown, simultaneously driving out costs, growing revenues and enhancing service.

What types of techniques can be used to achieve cost reductions, revenue improvement and customer satisfaction?
Steve:  It is sometimes thought that cost, revenue and customer satisfaction are mutually exclusive. Not so and in fact they should be approached together. Firstly if we understand the causes of work and its effects (our processes) we can set about either removing the causes by putting in place actions to eliminate them.
Secondly if we cannot manage the causes away we must improve them. A couple of useful techniques in this context, which complement process excellence approaches, are the Outside-In Strategic Matrix and Successful Customer Outcome Model.

Australia appears to be a little behind the rest of the world when it comes to business improvement – what steps do you think we need to take in order to catch up?
Steve:  A lot of the difference comes down to economic cycles. Australia really didn’t feel the severe impact of the last downturn and as such business was pretty much as usual. Other countries witnessed the implosion of long established industries and you either went under with them or reached out for ways, beyond industrial age thinking, to survive and subsequently thrive. Until recently, Australia hasn’t had the same worries so there has been a degree of misplaced complacency. Catching up is going to require great effort and simply put some won’t make it. That will affect not just the high street brands but the careers and future for many. So listen and observe the next practices emerging and make them Australia’s own. The Aussie ability to assimilate and improve at the same time will get you there.

What key trends or factors will drive change in the process excellence arena in the next 12-18 months?
Steve:  A biggy here is the professionalization of process excellence. And then isn’t about belts and titles. It is about equipping our people to live and work with the digital native in all of its forms. We have already discussed the emergence of customer centricity and Outside-In thinking and that is the key. Those folks who can harness that thinking and apply it to their organisations will undoubtedly succeed; at the expense of others still practicing outmoded approaches from the industrial era.

To be blunt the top team demand results like never before. Getting there isn’t about trying harder, it is about working smarter and that involves reframing process excellence to performance excellence. Reaching out beyond the linear production line straightjacket to Outside-In agile structures able to change and evolve rapidly. That is a capability thing and requires folks to get up-skilled as quickly as possible.
What is the value of attending Process Excellence Week Australia 2015?
Steve:  At a personal level it is about self improvement. It is about understanding and learning what others are doing so you can take that learning and turn it to your success. At an organisation level it is about the insights of the speakers, vendors and workshop leaders. As a forum to ask the sticky question amongst fellow professionals it is a great place for fast track learning. And on that score the networking opportunity is massive. It is great to know you are not alone in the improvement quest, there are others here to help, share and advise. From my point of view no other conference in the southern hemisphere comes close. Period.

Steve will be further exploring the common ingredients of sustained success and how using the power of process linked with a customer centric strategy can produce a winning and repeatable process excellence formula at Process Excellence Week Australia 2015.
For more information visit or call +61 2 9229 1000 or email