Based on 5 maturity-levels and 11 categories we mapped out 150 actionable steps you can do to operationalise Customer Experience.

Practical use cases 

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

• 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.