Reading List

A collaboration between two authors known for their research on customer centricity, this book focuses on individual customer relationships, targeted sales and marketing, rather than the market at large.

The author’s methodology is underpinned by a three-year, seven million dollar neuromarketing study which investigates the subliminal effects of advertising, brands or products on some 2,000 volunteers from around the world.

The authors explore the idea of “stickiness” which was popularized by Malcolm Gladwell. The main aim of the book is to explain what makes an idea or concept interesting.

One of a series of books by Colin Shaw concerning the customer experience. Being the first of this series, this book provides a theoretical overview of the customer experience with many examples from the author’s consulting practice.

Martin Lindstrom turns the tables on the marketing industry and jumps ship, detailing some of the very questions that marketers pour over when they redesign a campaign.

The author has gathered insights from top executives to identify the drivers of success in retail. Categorizing the responses into six categories, Martin delivers the guiding principles for retail success.

Using 5 original concepts and examples from the social sector, Collins takes us through how even the social sector can move from good to great through the application of tried and tested business characteristics.

By combining his view of the subject from both the customer and business perspective, Eliason proposes a methodology that seeks to establish a relationship with the customer through superior service.

Jim Joseph, author of The Experience Effect, offers a guide for brand building and is intended for marketers, proposing a 6-step approach.

John DiJulius examines how to improve customer service in your organization. He underscores the importance of interpersonal skills, which he argues have declined due to increasing reliance on technology.

JC Quintana attempts to highlight the importance of focusing on building relationships in business. He highlights 7 key elements that are paramount in making up successful business relationships.

This is a light, easy reading introduction to the changes going on in the banking industry from a consulting perspective. The book looks at the industry in three sections or from three perspectives.

This book seeks to provide a framework for a successful loyalty strategy in any company. The author starts out with some definitions of loyalty, defining the “loyalty cycle’s ” five steps: identify customers, track spending, motivate behavior, reward performance, and measure results.

Reinventing the Wheel: The Science of Creating Lifetime Customers places its full focus on customers and how they should be the focus of any business.

Ireland aims to translate “customer experience” and what she calls “target experience requirements” into actions that deliver better financial returns, to underscore the importance of customer perceptions for financial performance.

Instead of affixing focus on traditional outlets such as radio and television, Scott places heavy emphasis on the internet and presenting the business through virtual outlets.

This book is in dissertation form and seeks to investigate how service delivery practices result in high Net Promoter Scores (NPS). Over 930 surveys containing traditional customer satisfaction and NPS questions were collected from GE Healthcare Practice Solutions customers as they implemented the Practice Management and Electronic Medical Record software products over a 20 month period.

A guide to marketing in the digital age, focusing on how to build a marketing strategy in a world where consumers are constantly bombarded with communications and have learned to tune out the ad-saturation which has engulfed consumers over the last two decades.