Customer Experience Strategy: The Complete Guide From Innovation to Execution

The author is a customer experience consultant, who has obviously given much thought into creating a holistic book which covers all aspects of implementing customer experience focus in the organization. The book does that by defining concrete tactics – from development to execution. The book also gives some useful suggestions for quantifying the incremental value of a customer experience-focused company (“5 Ps of Revenue,” “Return on Nothing Loyalty Model), which goes far and beyond many books on “how to’s” of customer experience.

Given that the book goes into such detail on ROI/incremental revenues, measuring customer experience on an ongoing basis, and customer experience mapping, the author could have provided more examples through exhibits or templates, of which the book is lacking.

While we may not agree with certain aspects of the book or the author’s approach to certain tactical applications or measures, this book is a fairly well-structured work on customer experience.

Customer experience and customer experience management (CEM) has been on the corporate agenda for several years now, and interest in the topic seems to be gaining more momentum. Reams of paper are devoted to books and articles published on the topic. So why this book? In helping organizations design and implement customer experience strategies, my colleagues at Strativity Group and I have been in the trenches many times. There we learned how to convert blue-sky concepts into real-life results. We struggled to transform sometimes rather stubborn product-centric organizations into customer-loving companies. And we succeeded. During the process, I discovered something rather simple. All the customer experience experts are publishing literature that tells why you should improve your customer experience but not how.

This is a good book for managers interested in how to design as well as implement/execute a customer experience-focused organization. Good examples of calculating the incremental value of CE based on a base case they call “Return on Nothing Loyalty Model.” There are also useful suggestions of metrics for measuring customer experience performance, such as the list of possible touch points for measuring in Chapter 12. For more information on this subject, see Senteo reviews for The Experience Economy and CRM at the Speed of Light.