This article originally appeared on LinkedIn.

June is an important month for considering and recommitting to supporting diversity, equity, and inclusion in the workplace. This year the US celebrated Juneteenth as a federal holiday for the second time, commemorating the end of slavery, and Pride events throughout the month reminded us of the contributions and experience of the LGBTQ+ community. Last week at Cannes Lions in France, chief marketing officers were out in force, discussing the critical importance of building more diversity, equity, and inclusion (DEI).

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Customer-centricity Can Make the World a Better Place

Ilenia Vidili, a customer-centricity adviser and author of Journey to Centricity, discusses the far-reaching impact she believes consumer-centric companies can have on the world.

There’s an important connection between the critical work companies do to improve their own DEI and building customer centricity. My Winning on Purpose coauthor Maureen Burns connects the philosophy of customer love to creating a fair and equitable company by asking the question, If leaders aren’t taking care of customers and employees, how can they succeed at their sustainability and DEI mandates? Putting customers first builds a company culture that quite naturally will do the right thing on all these other critical dimensions, and Net Promoter is a great way to determine if your company is on that path or needs a course correction.

“Companies can be a force for good in society by caring for their customers and wider society, not just their objectives,” Ilenia Vidili, author of Journey to Centricity, told my colleague Rob Markey on the most recent edition of his Net Promoter System Podcast.

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Winning on Purpose: The Unbeatable Strategy of Loving Customers

This new book by Fred Reichheld, Darci Darnell, and Maureen Burns demonstrates that great leaders embrace a higher purpose to win, and Net Promoter® shines as their guiding star.