Customer Experience Manual, The

Introduction

If you are reading this introduction you are one of the growing numbers of individuals engaging with the customer experience, and recognising that customer experience is one of the fastest-growing components of business strategy.

In this book we will look at the cultural, functional and emotional aspects of the customer experience and learn how to deploy some of the growing array of tools and techniques that will improve experiences. It is aimed at the CEO and senior executives who intuitively know that their customer experience is important but have struggled to drive change; it is aimed at the more junior leaders who so often have the passion and inspiration but are frustrated by their organisation’s inability or unwillingness ...