Roger Curtis is a race fan!

Roger Curtis named 'Customer Champion'


Roger Curtis, the president of Michigan International Speedway, has joined elite company, being recognized by 1to1® Media as a Customer Champion because of his positive and strong relationships he has built with race fans.

The 1to1 Customer Champions program recognizes executives who treat customers in a way that builds loyalty and engagement while driving bottom-line results for their organizations. In its eighth year, the program annually honors 15 executives who use innovative approaches to instill customer-centric strategies throughout their organizations. 

“The selection panel looks for customer-centric leaders who understand engaged customers make a positive bottom-line impact — executives who are innovative, determined and creative leaders who treat customers and employees as the valuable resources they are,” Ginger Conlon, editorial director for 1to1 Media, said.

The judges selected Curtis because he immerses himself in the guest experience and has launched an extensive customer listening program.

“At MIS, all of the team here loves to gather insight on our guests to help us determine improvements that the fans will appreciate most, as well as help to create lasting memories that will keep fans loyal,” Curtis said. “It’s part of a culture that we have built here because we are race fans, too. So I share this recognition, not only with my team, but with all our guests because they are always so willing to give us feedback to help us improve our facility.”

The speedway has a number of feedback mechanisms in place so fans always have a voice at MIS. Besides all the social media avenues where fans can leave direct feedback with the racetrack, Curtis himself participates in regular live webchats with guests and has created a Fan Advisory Board who make direct recommendations on a routine basis. Curtis also personally answers all e-mails and phone calls from fans. He receives thousands of e-mails at web address.

During the NASCAR race weekends at MIS, Curtis rides trams with fans, sits in grandstand seats and stays in the campgrounds.  

But some of the best insight, however, is a result of two annual and extensive Guest Experience Management (GEM) surveys with fans that rate everything from pricing to seat comfort and traffic to race excitement. The feedback received from the surveys helps determine capital improvements at the speedway and the business direction of the racetracks for years to come.

Besides Curtis, some of the other honorees include:

• Rich Brecht, Director of Customer Experience, J&P Cycles
• Susan DeLaney, Vice President, Customer Experience, UPS
• Tom Feeney, President and CEO, Safelite AutoGlass
• Chuck Sliker, Senior Vice President of Operations Service, Arby’s
• Jeffrey J. Smith, Vice President Operations and Loyalty Services, Omni Hotels & Resorts
• Tim Teran, Senior Vice President, Consumer Insights and Strategy, Macy’s Inc.
• Jay Topper, Senior Vice President, Customer Success, Rosetta Stone

Martha Rogers, Ph.D., founder of Peppers & Rogers Group, the publisher for 1to1® Media, said the 1to1 Champions advocate building long-term customer relationships to drive value to the business. “These1to1 Customer Champions demonstrate that customer-centric leadership really pays off – both in the short term and over time,” Rogers said.

“1to1 Media is committed to celebrating customer strategy best practices,” added Ginger Conlon, Editorial Director of 1to1 Media. “1to1 Customer Champions demonstrate how much can be achieved by having a vision of customer success and seeing it through.”

Curtis and the other honorees join the nearly 100-member 1to1 Customer Champions community, an exclusive group of like-minded executives who have been featured as 1to1 Customer Champions over the past seven years. The members participate in webinars, roundtables and networking events throughout the year to share their winning ideas and educate others about their success.

Stories profiling the 1to1 Customer Champions are featured across 1to1 Media publications, including The October 24th issue of 1to1 Magazine’s Weekly Digest and on

About 1to1 Media
1to1 Media is dedicated to helping organizations realize the greatest value from their customer base. We provide resources that deliver relevant information on the latest thought leadership regarding customer strategy and marketplace trends. Our print, electronic and custom publications explore the best practices and trends from companies using customer initiatives to drive results. 1to1 Media is a division of Peppers & Rogers Group.

About Peppers & Rogers Group
Peppers & Rogers Group is a leading management consulting firm, dedicated to helping its clients improve business performance by acquiring, retaining and growing profitable customers. We solve business problems of our clients by delivering a superior 1to1 Strategy and removing the operational and organizational barriers that stand in the way of profitable customer relationships.

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