World Fuel Services

Shaping a customer-centric culture


World Fuel Services’ land-based business was facing both market share pressures as well as margin erosion in their North American operations. The World Way was developed to rally the organization around a customer-centric operating model and a new Brand Promise.

This was a 15-month project that left no stone unturned as we re-engineered the business to focus on the employee and the customer. CX Workout was a true partner and brought their research, tools and unmatched expertise to help us launch a new trajectory for the business.

Michael Crosby, Executive Vice-President, Global Land


Our solution was delivered over 3 phases and included:

  • Using CX Workout to create a Map of the Commercial and Retail customer experiences
  • Launching Missions to better understand the highs and lows in the customer journey
  • Designing the “ideal” customer experience including:
    • Development of the new Operating Model
    • Ideal Customer Experience Storyboard
    • New Service Blueprints, Operations and Behavioral Standards
    • Leadership and frontline training; design of new measurement systems and more…


With Phase 3 underway, the project is still ongoing. Early wins identified and achieved:

  • Helped improve invoicing accuracy
  • New frontline brand behaviors have had a positive impact on new business orders
  • A recent employee pulse survey reported improvements in communications, career development and a focus on the customer

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