Customer What?
The honest and practical guide to customer experience
About the book
Now, more than ever, should be a wonderful time to be a customer. I have observed, and been part of, a tidal wave of focus on customer experience, as businesses have increasingly recognised that doing the right thing by their customers, and actively managing the experience, might make sense.
But despite this focus, customers continue to be on the receiving end of inconsistent, uninspiring and often sub-standard experiences. Why? Because customer experience is not a quick fix, and most organisations fail to create a sustainable framework.
Part practice handbook, part novel, part therapy, Customer What? is a practical guide to creating, and sustaining, the focus on customer experience to create value in the long term.
What's inside
This book is divided into four sections. Each contains an overview of what needs doing, a set of practical activities and approaches to help you do it, and a story or two to illuminate your path.
The Fundamentals, essentials for success
Culture, connecting people to the strategy, and creating the right conditions for action
Making It Happen, tools and tactics for delivering the strategy
Sustaining, continuously advocating for change
How to buy
Ian's first book was published in April 2018.
You can buy the book online, or if you are unable to have it delivered to your location, you can also buy it directly from us.
What people say
"I’ve long respected Ian and enjoyed his CCXP preparation workshop so knew his style would be engaging, simple and credible. He’s been there done that and doesn’t hide his war wounds. CX is way more than a set of tools - it’s a mindset & discipline that also needs a huge amount of tenacity, determination and influence to show C-suite that the investment is worth while. Ian covers all of this in his practical, easy to read playbook. It’s become my go to bible for all things CX."
"This is one of the best BUSINESS books I've ever read. It's so clear, full of really good case studies, brilliantly written AND edited. Unlike a lot of stuff written about customer experience, it doesn't try to be cleverer than you, it just lays out approaches, methodologies and examples based on a lot of experience. If you're a business leader, CxO and really want to find a way to get your whole company to put your customers first, put down the HBR and buy this now”.