This book is written for marketers and designers who find themselves stuck in organisations that claim to be customer-centric but fail to put it into practice. It also supports higher management to understand the operational part of customer-centricity.
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
Structure of the Book
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:
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.
One factor that is underpinning the challenge that most face is complexity - too many are hugely overcomplicating their approach to experience management in general. This is why I am an advocate of the guide that Tim has created - simple, easy to understand and digest, but practical and operational, if you want to know how to optimise your approach to CX, this is what you have been looking for.
- Ian Golding (CCXPA Consultant and Author)
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Tim Thijsse’s Maturing in Customer Experience Optimisation is a clear, structured, and user-friendly guide that bridges the gap between strategy, operations, and systems. Drawing on CXPA’s framework and his own expertise in digital optimisation, Thijsse provides actionable steps to embed customer-centricity as a company-wide discipline. With practical maturity models and real-world examples like Heineken Experience and HelloTV, this book equips organisations to align KPIs with customer goals, foster cross-functional collaboration, and move beyond short-term metrics toward lasting CX impact. Whether your team is just starting or advancing its CX journey, this guide is an essential toolkit for driving meaningful change."
- Michael Brandt ( Educator & Consultant leading B2B CX Transformation )
When people ask me, “What’s the secret to amazing customer experiences?” My answer is always the same: Start by focusing on people, both employees and customers. A great CX starts with a great EX. My follow-up to that answer is to focus on three concepts: eliminate friction, create a consistent experience, and make customers feel welcome and appreciated.
With that in mind, I look at Tim Thijsse’s book as a blueprint. A map. A real toolkit you can use. He cuts through the noise and confusion that surrounds customer experience today — the overcomplicated frameworks, the siloed teams, the misaligned metrics — and brings it back to what matters most: the customer.
Customer experience isn’t about perfection. It’s about progress. It’s about turning good intentions into meaningful action, and this book shows you how to do exactly that.
So, if you’re tired of just talking about being customer-centric and ready to live it — if you want to align your teams, drive accountability, and create experiences that make customers say, “I’ll be back!” — you’re holding the right book."
- Shep Hyken ( Customer service and CX expert )
Echt een goed boek en nu al een aanrader. Van A tot Z word je mee genomen en de tips en vragen tussendoor zorgen ervoor dat het praktisch is en toepasbaar voor elke situatie.
- Ment Kuiper (Author)
With 11 questions you will be able to understand your current state of CX within your organisation.
Download this cx -form to give you a quick understanding of the maturity in cx you currently have.
A full CX Maturity Audit also gives you the first topics in CX to improve. This can be improvements related to Conversion Rate, Information Clarity, Design or Development. Feel free to reach out so i can tell you more about the Full CX Audit.
