Ian Golding

Now, more than ever, should be a wonderful time to be a customer. I have observed, and been part of, a tidal wave of focus on customer experience, as businesses have increasingly recognised that doing the right thing by their customers, and actively managing the experience, might make sense. But despite this focus, customers continue to be on the receiving end of inconsistent, uninspiring, and often sub-standard experiences. Why? Because customer experience is not a quick fix, and most organisations fail to create a sustainable framework. Part practice handbook, part novel, part therapy, Customer what? is a practical guide to creating, and sustaining, the focus on customer experience to create value in the long term. This book is divided into four sections – each contains an overview of what needs doing; a set of practical activities and approaches to help you do it; and a story or two to illuminate your path.