Ten Principles Behind Great Customer Experiences, The

by Matthew Watkinson

Overall WINNER - CMI Management Book of the Year 2014

WINNER - Innovation & Entrpreneurship Category at the CMI Awards 2014



Create a great customer experience whoever you are.

Customers are powerful. They have a loud voice, a wealth of choice and their expectations are higher than ever.

This book covers ten principles you can use to make real world improvements to your customers' experiences, whatever your business does and whoever you are.

For managers, leaders and those starting a new business, the book shows that making improvements customers will appreciate doesn't need to be complicated or cost a fortune.

Genres: Business, Design, Nonfiction, Professional Development, Management

240 pages, Paperback

First published May 15, 2013

Reviews

[Jake Goretzki]

Decent enough primer for beginners, but rather dated and self-evident by 2020. I'd assumed it was brand new, but it gradually dawned upon me from the case studies and references to iPods, Nokia and assorted forgotten websites that this was circa 2012ish. A lot of this will be familiar to a half decent marketer or peripheral - though no harm articulating it and, frankly, I could still name a dozen major businesses who barely do any of it, Halfords, Evans, Boot's, London Borough of Newham and NHS. Oh and that shitty UI nightmare clusterfuck of a book reviewing platform - what's it called again?

[Jean Gekler]

I met and heard Matt Watkinson speak at MBA Career Services Employer Alliance's European conference in April 2018. His book provides great insights and a framework for your interactions with customers and clients, no matter who you view as your "customers."

[Zubair Azam]

I enjoyed this book. Very practical, and beautifully written book.

[Natraj K patham]

Excellent read! Absolute useful examples throughout the book. The copy in certain bits and pieces looks awry for grammatical errors that needs a re-look.

[Amber]

Solid introduction to CX concepts. Organized well for busy professionals trying to squeeze in learning during daily commutes.

[Daniel]

Incoherent spin.

[Prateek Vasisht]

Why the customer experience matters -- Why customer experiences aren't improving -- The ten principles behind great customer experiences -- Great customer experiences satisfy our highter objectives -- Great customer experience set and then meet expectations -- Great customer experiences are effortless -- Great customer experiences indulge the senses -- Great customer experiences are socially engaging -- Great customer experiences put the customer in control -- Great customer experiences consider the emotions -- Bringing it all together - The Apple customer experience -- Final thoughts.

[Bob Sullebarger]

Beautifully researched, written and designed. Matt has the kind of intuitive understanding of human psychology that is essential to grasping why and how we make purchase decisions, and what keeps us coming back. If you are serious about sales & marketing, you need to read this book.

[Andrew Spencer]

Exceptional book filled with insights and practical advice on how to craft Great Customer Experiences. If this is an area you are interested in, academically or professionally, this is a must read. Especially for the case studies.

[Richard Beaven]

Just excellent! Best business book in ages

[Jürgen Mets]

A truly great book for people creating experiences for other people :)