Create a great customer experience, whoever you are

Managers, leaders and entrepreneurs

  • Discover why the experience matters more than ever
  • Identify common obstacles to making improvements
  • Increase sales and loyalty by delighting your customers

Design professionals

  • Get past inspiration and imitation
  • Create your best work yet in less time
  • Put principles to work that complement your existing approach to UX and service design

Starting your own business

  • Get off to the best start by thinking ideas through from a customer’s viewpoint
  • Save yourself time and money by thinking like an expert

Front line employees

  • Be the one your customers rave about
  • Get noticed for exceptional service
  • Build an empathic connection with your customers

Improve any product or service
(physical, digital or multi-channel)

  • Written for results
  • Practical advice that’s easy to implement.
  • Start making improvements fast
  • Everything you need
  • Put the ideas to work immediately using the companion worksheets
  • No jargon
  • Written to be effortless (and fun) to read.
  • No managementese
  • Inspiring examples
  • Key ideas are brought to life by great case studies
  • Universally applicable
  • The principles work for any product or service, however large the business
  • Skimmable
  • A skimmer’s guide helps you get what you need, whatever your time limits
  • Concise
  • Read it all on a long haul flight, or a chapter per day on the commute
  • A book for everyone
  • No previous knowledge or experience required


  1. Why the customer experience matters
  2. Why customer experiences aren’t improving
  3. The ten principles behind great customer experiences
  4. Great customer experiences strongly reflect the customer’s identity
  5. Great customer experiences satisfy our higher objectives
  6. Great customer experiences leave nothing to chance
  7. Great customer experiences set and then meet expectations
  8. Great customer experiences are effortless
  1. Great customer experiences are stress free download this chapter for free
  2. Great customer experiences indulge the senses
  3. Great customer experiences are socially engaging
  4. Great customer experiences put the customer in control
  5. Great customer experiences consider the emotions
  6. Bringing it all together – The Apple customer experience