Customer-Centricity

Dennis Lee Yohn explores how brand and company culture need to work hand-in-hand in order for companies to reach their full potential. Yohn is a consultant, business speaker, and author.

This book is about customer experience and how to implement it, stressing that customer experience is sustained not just by customer-facing elements but by the entire organization behind the scenes.

Shaw gives a broad overview of the customer experience and its importance to companies in today’s competitive environment, noting that research shows that 50% of customer purchase experience is emotional.

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.

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.

In How Customers Think, the author begins with the premise that 80 percent of new offerings fail mainly because market research measures fail to adequately identify what customers want, since 95 percent of customer thinking happens in our unconscious.

Rather than “wowing” the customer, Dixon and his colleagues at CEB suggest that businesses simply deliver on the products and services they provide, but in such a manner that it is effortless for the customer.