This book provides a comprehensive guide to improving customer experience (CX) and implementing Customer Experience Optimisation (CXO) within organisations. It focuses on developing a customer-centric culture, strategies and operational systems to promote sustainable customer relationships.

Important Concepts

• Customer Centricity: Customer focus means that the customer is central to all business activities. This requires a culture change, data-driven decision-making and continuous improvement.
• Customer Experience (CX): CX involves optimising the entire customer journey, based on qualitative and quantitative insights, with an emphasis on personalisation and consistency.
• CX Maturity Model: The model helps organisations determine their maturity level in five phases: Exploring, Invested, Committed, Structured and Strategic.
  
  

Structure of the Book

1. Strategy:
• Creating a customer-centric culture.
• Leadership that supports CX principles.
• Responsibility and strategic planning.
2. Operation:
• Collecting customer insights through "Voice of the Customer."
• Optimising the customer journey (Customer Journey Mapping).
• Innovation in products and services.
3. Systems:
• Using data, tools and technology for CX performance.
• Knowledge sharing within the organisation.
  

CXO as a Collaborative Process

The book emphasises that CXO requires a multidisciplinary approach in which marketing, product development, operations and strategy work together. The "Experience Optimisation Cycle" consists of four phases:

1. Discover: Collect insights.
2. Define: Determine strategy and priorities.
3. Develop: Develop and test solutions.
4. Deliver: Implement and make results visible.

Goal

I aim to help companies navigate the complex world of CX optimisation by sharing practical strategies and fostering a culture of experimentation. The ultimate goal is to guide companies to a higher level of CX maturity, leading to better customer satisfaction, loyalty and business results.