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Outside In: The Power of Putting Customers at the Center of Your Business (UK Edition) Paperback – 28 Aug 2012

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Outside In: The Power of Putting Customers at the Center of Your Business (UK Edition) + The Ten Principles Behind Great Customer Experiences (Financial Times Series) + The Effortless Experience: Conquering the New Battleground for Customer Loyalty
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Product details

  • Paperback: 272 pages
  • Publisher: Amazon Publishing (28 Aug. 2012)
  • Language: English
  • ISBN-10: 1477800085
  • ISBN-13: 978-1477800089
  • Product Dimensions: 22.4 x 15 x 2.4 cm
  • Average Customer Review: 4.1 out of 5 stars  See all reviews (15 customer reviews)
  • Amazon Bestsellers Rank: 33,230 in Books (See Top 100 in Books)

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"Why read Outside In? Because a focus on customer experience and an outside-in perspective are the cornerstones of business success. The strongest client relationships are built on trust, mutual respect, and really listening to each other. Those are the kinds of relationships that can last a lifetime."
— Vanguard Chairman and CEO Bill McNabb

"This eye-opener gives you a comprehensive, need-to-know look at how smart companies achieve sustainable success in dealing with customers.  Hint:  It involves the entire organization, not just those on the 'front lines.' The GPS-like guidance provided here is invaluable."
— Steve Forbes, Chairman and Editor-in-Chief, Forbes
"Enjoyable, Easy, Meets Needs. This is Manning and Bodine’s Customer experience pyramid, listed in order of importance for the customer. Yes, it’s hard to make the changes needed to deliver on these promises. But there is a simple first step: read this book.
— Don Norman, Nielsen Norman Group, author of Living with Complexity

"Manning and Bodine understand that a good customer experience is actually less expensive to provide than a poor one and customers will pay more for a good one than for a bad one. Nothing drives profitability like an excellent customer experience does."
— Dan Hesse, CEO, Sprint

"I define customer centricity as simply ‘the one who pays you money placed at the center of everything you do.’ If you buy that definition, then buy this book, for Manning and Bodine provide a blueprint for doing just that. Following its prescriptions will yield enjoyable experiences for your customers by understanding them — from the outside in."
—  B. Joseph Pine II, co-author, The Experience Economy and Infinite Possibility: Creating Customer Value on the Digital Frontier
"Looking forward, healthcare organizations need to make patient experience part of their strategic plans. It’s as important as quality and safety. Manning and Bodine show why creating a great experience is important for any organization, and how to drive the change needed to make it a reality."
— Delos “Toby” Cosgrove, MD, CEO, Cleveland Clinic

"Here at Virgin, our brand is all about a great customer experience. Outside In provides the discipline to turn that thinking into successful business practices."
— Paul Sands, Head of Customer Experience Management, Virgin Atlantic Airways

"Today’s consumer has more information and choices at their fingertips than ever before. The ability to deliver a fast, effective and trustworthy customer experience is often the difference between success and failure. OUTSIDE IN details the tangible disciplines a company can master in order to differentiate itself from the competition through the customer experience."
— Kathleen Murphy, President, Personal Investing, Fidelity Investments

"Here’s a simple recommendation: if you have customers, you should read this book."

"CIOs who want to travel down that path [of success] but need a bit of guidance should look at Outside In…By looking closely at the problems customers experienced that led them to call customer service, some of these companies either slashed costs by billions of dollars or generated billions in new revenue."
The Wall Street Journal

About the Author

Harley Manning founded Forrester’s customer experience research practice when he joined the firm in 1998. Today he leads a team of analysts that cover enterprise-level customer experience topics ranging from strategy to metrics and business models.

Kerry Bodine leads Forrester’s research on experience design. Kerry’s research, analysis, and opinions appear frequently on sites like Harvard Business Review, Forbes, and Advertising Age, and she blogs for Forrester and 1to1 Media.

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Customer Reviews

4.1 out of 5 stars
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Most Helpful Customer Reviews

1 of 1 people found the following review helpful By C M Cotton TOP 100 REVIEWERVINE VOICE on 25 Oct. 2012
Format: Hardcover Vine Customer Review of Free Product ( What's this? )
I am a serial entrepreneur, a University lecturer in Russia, Italy and the USA in Business Economics and International Law and am an international business and peak performance consultant. As such, I have read a plethora of business, motivational, peak performance, coaching, team building psychology type of books over 22 years. In fact I have enough books at home, on these subjects, to sink several ships. I therefore have read many books looking at what makes great business ideas and how to incorporate them into business practice.

This book puts forward a simple premise, focus on the customer experience to gain more and more market share, investment, profits etc. The book takes you through a large amount of research, gathered over 14 years, that shows the businesses that focuses on this key "business driver" can increase sales exponentially. The book offers the reader a complete roadmap to attaining the desired "customer experience" outcomes and understand the complexities of the customer experience.

So that is what the book promises, but is it effective in what it promises? There is no doubt that the book is very well researched and written. The thesis put forward is a very credible and one that I try and indoctrinate into my consulting clients. I always try and make sure every business owner I teach understands the importance of the customer experience. The problem I have experienced in trying to teach this, is that a lot of business owners get the basic idea, but their perception of the experience versus the actual experience, can be very different. This book looks at this key problem and offers practical steps a business owner can take, so as to understand the real customers perception.
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15 of 18 people found the following review helpful By Zipster Zeus on 9 Mar. 2013
Format: Hardcover Vine Customer Review of Free Product ( What's this? )
This book aims from outset to take a 'holisitic' view of the product sale/service provision business process which is on the surface admirable and makes a reasonable enough stab at it.

Like so many 'business guru' tomes these days though, it tries to mix the current liberal capitalist obsession with legitmising its practises by offering a 'scientific' basis for it's method of value creation and personal profit, with more touchy feely almost esoteric observations about meeting customer needs and the ease of enjoyment they have in consuming your product/service. This unfortunately though often sounds a little hollow and more like weekend retreat group think seminar material, than what is actually practical [and practised] in the increasingly fragile world of 21st century western business.

The core tenet of this book is 'put the customer first.' It's as simple as that, and to be honest, like me, you may well quite rightly say 'so what's new?' Are our business models and the managers implimenting them so out of touch with the reality of enterprise now, that they need reminding of this? Perhaps. And perhaps it really is a message that needs hammering home again. This has been made all the more clear in the UK and Europe, where horsemeat has recently been discovered as being used as a beef substitute for years in many processed food products, without of course letting the customer in on this little ruse. And why? So prices can be maintained, profit margins squeezed upwards and shareholders/CEO bonuses kept sweet. The customer came at the bottom of the list of people who needed to be kept well informed and looked after in the process, and this I imagine, is currently happening across the board in our economy.
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4 of 5 people found the following review helpful By Martin Turner HALL OF FAMETOP 100 REVIEWERVINE VOICE on 1 Nov. 2012
Format: Hardcover Vine Customer Review of Free Product ( What's this? )
Forrester is a customer research organisation which makes headlines every so often when it rates the user experiences for well-known technology companies such as Microsoft and Apple. Behind the scenes its main business is advising companies on how to become customer-centric. This book, Outside in, is the fruit of 14 years of research among global and US businesses. It is highly detailed, very well supported by primary research and by carefully analysed case studies, and offers crucial insights for good brands that intend to become great.

This is by no means a light read, and it's likely to need second translation by business analysts before it can be applied directly to improvements at a particular company. Almost any small or medium business can make use of the overall thrust of the book, but the kind of structured re-alignment programmes which the author recommends will be challenging even for major enterprises to implement.

This is by no means a criticism. If great customer service were easy, everyone would be doing it. As the book points out, even customer service brand leaders, such as Virgin Media, recognise that they are on a journey towards being fully customer-centric rather than actually having arrived.

In a tough economic climate, increased customer focus may seem like an unaffordable luxury. However, as the authors demonstrate very cogently, in a socially connected world, a dissatisfied customer will Tweet in frustration even while a company works as fast as it can to resolve the problem.

It took me a while to get into this book which at first looked strong on the research side but weak on the practical side. As I delved deeper I saw that authors Harley Manning and Kerry Bodine had a great deal of insights to share, and the disciplines of customer focus which they offer are practical and achievable -- albeit requiring a major investment of corporate will.
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