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The Ten Principles Behind Great Customer Experiences (Financial Times Series) [Kindle Edition]

Matt Watkinson
4.8 out of 5 stars  See all reviews (54 customer reviews)

Print List Price: £20.00
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Book Description

Overall WINNER - CMI Management Book of the Year 2014

WINNER - Innovation & Entrpreneurship Category at the CMI Awards 2014

 

 

Create a great customer experience whoever you are.

 

Customers are powerful. They have a loud voice, a wealth of choice and their expectations are higher than ever.

 

This book covers ten principles you can use to make real world improvements to your customers’ experiences, whatever your business does and whoever you are.

 

For managers, leaders and those starting a new business, the book shows that making improvements customers will appreciate doesn’t need to be complicated or cost a fortune.

 



Product Description

Review

"Many of the business manuals or books that cross our desk here at The Entrepreneurs are dry, aspirational, self-help texts devoid of any intellectual spice. Some business themed books however buck the trend. Glance at its title and Matt Watkinson's business tome seems innocuous enough, "The Ten Principles Behind Great Customer Experiences." But crack open the spine, and the prose reveals a cerebral and often original approach to design, customer service and management. He references playwrights, directors and philosophers, and makes their theories applicable to the world of customer experiences."
 
Sophie Grove, Business Editor, Monocle

 

"Businesses and governments are obsessed with setting metrics. These are almost always numerical representations of some objective reality. And that's where the problem lies. First of all because such metrics can almost always be gamed. But also because they often translate badly into subjective experience. Finally here is a book which tackles this problem and has simple, practical principles for solving it. It is part of a whole movement in social science and marketing which leads me to believe - and indeed to hope - that the next revolution will be not technological but psychological."


 Rory Sutherland, Vice-Chairman of Ogilvy UK & TED Speaker


From the Back Cover

Create a great customer experience whoever you are.

Customers are powerful. They have a loud voice, a wealth of choice and their expectations are higher than ever.

 

This book covers ten principles you can use to make real world improvements to your customers’ experiences, whatever your business does and whoever you are.

 

 For managers, leaders and those starting a new business, the book shows that making improvements customers will appreciate doesn’t need to be complicated or cost a fortune.

 

Written for results

Practical advice that’s easy to implement

Start making improvements fast

 

Everything you need

Get started immediately using the companion worksheets

 

No jargon

Effortless to read

No previous knowledge required

 

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

 

Concise and skimmable

Read a chapter a day on your commute

Get what you need, whatever your time limits


Product details

  • Format: Kindle Edition
  • File Size: 1232 KB
  • Print Length: 244 pages
  • Page Numbers Source ISBN: 0273775081
  • Simultaneous Device Usage: Up to 5 simultaneous devices, per publisher limits
  • Publisher: FT Publishing International; 1 edition (14 Feb. 2013)
  • Sold by: Amazon Media EU S.à r.l.
  • Language: English
  • ASIN: B00BFSMXGU
  • Text-to-Speech: Enabled
  • X-Ray:
  • Word Wise: Enabled
  • Enhanced Typesetting: Not Enabled
  • Average Customer Review: 4.8 out of 5 stars  See all reviews (54 customer reviews)
  • Amazon Bestsellers Rank: #28,015 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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Customer Reviews

4.8 out of 5 stars
4.8 out of 5 stars
Most Helpful Customer Reviews
16 of 17 people found the following review helpful
5.0 out of 5 stars I once was blind but now I see... 18 Feb. 2013
By Pavlos
Format:Paperback|Verified Purchase
The world is full of books that tell you how to be better at your job. In the case of marketing this often takes the form of the helpful assertion that you should `be more like Apple'. And everyone says we totally should. And this is all well and good until someone says, `How do we do that?' And then everyone starts staring at the floor and mumbling. This continues until someone finally decides to commission some research that confirms that people do indeed like Apple. Or apples, depending on the quality of your research company.

Watkinson's book is considerably more helpful. In it he clearly argues for, and indeed demonstrates how and why customer experience should be the real focus of any business. Why traditional metrics and research are far less helpful than we think and how psychological insight is a far better basis on which to build things for actual people. It will change the way you look at the world, initially making it more annoying. Shortly thereafter you'll start to see how easy it would be to make things better. That's its genius. It tells you how. And it makes it seem so simple. Which it is when someone else has taken the trouble of reading over 200 books for you and then carefully distilled their insights on human psychology into a well written and easy to follow Hanes manual for customer experience. It even comes with work sheets. It's almost as if he actually wants to help, and not just make a career out of telling companies they should be more like Apple.
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3 of 3 people found the following review helpful
5.0 out of 5 stars Clear & useful 17 Feb. 2013
Format:Paperback
Matt cuts through the flabby thinking that tends to accompany the world of "customer experience."

The book is exceptionally well written: there's a zen-like clarity, his words selected with laser-like precision. I love the pictures of his research material in the accompanying website; it's also got downloadable worksheets to help people structure their customer experience thinking. Useful.

The themes which remain with me a week on:

- Quantitative metrics "cannot replace an empathetic feel for what might delight the customer". Get out there see your customers for yourself.

- Understand why people really buy your product. Ask yourself "If our brand is the answer, what is the question?" We're after the truth here - not what people post-rationalise after purchase. Matt gave the example of Superdry. Faux-Americana and Japanese cultural signifiers of authenticity are beside the point. Their founder is quoted as saying they produce "clothes blokes can go down the pub in and not be laughed at." It's easy to see how strategy and tactics can tumble from such a powerful insight.

- Engage the senses. This is one I've spent 6 months thinking about for a client project which is now bearing fruit, so it is a particular favourite. Consider each sense in turn - are you engaging with it? Have you overlooked anything? Points of difference are precious few, so seek them out. You could even build an identity around them.

- We are all educated in design now. The bar rises daily. Taken from the book's first chapter:

"10 years ago, when faced with confusing technology many would simply say `I'm not a technical person.' Nowadays the consumer knows better.
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1 of 1 people found the following review helpful
By Phil
Format:Paperback
I've been doing user / customer experience design for clients in a variety of industries for more than 9 years and this is one of only 2 books that I've read back to back.

Oh and I've made lots of notes in the margins.

Put simply, this book summarises why keeping the customer at the centre of any product / service design decisions is crucial to your business's success. In fact with a double dip recession around us, customer centric design is what differentiates businesses that thrive despite economic troubles vs those that fail / sufer.

The book explains all of the above in a non pretentious, approachable and most importantly implementable way. Every chapter will give you an idea / inspiration on what you can do better in your own business or product / service you are designing.

Well worth a read and then multiple re reads!
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5 of 6 people found the following review helpful
5.0 out of 5 stars Bloody brilliant book 24 Dec. 2012
Format:Paperback|Verified Purchase
This book has made me think in a different way about everything I do, and has inspired me to be more rigorous about how I approach design, both at work and at home.

I find business books extremely hard going for the most part - stodgy, jargon-filled and full of diagrams that have me glazing over at first glance. There's none of that here. It's easy to read, full of excellent examples and is inspiring in a way that really is as accessible as the back cover makes out.

I've shown snippets to doubting friends who could have sworn I was on commission, and have enjoyed hearing back later that they'd ordered a copy for themselves. I hope it finds its way into design (and marketing, and sales, and support, and management - you get the picture!) departments everywhere.

Books and courses approaching these topics generally feel unsuitable for those unable to implement every single one of their recommendations. Following just a single principle from this book would yield massive improvements, and it'd be entirely possible to move slowly towards making use of them all as they get more and more second nature. I think that's really exciting - bite off as much or as little as you can manage and you'll see changes for the better.

Things I'd change (hey, it's a design book!):
- the typeface. The book's content is excellent, but it would have benefited from a more polished presentation. Sans serif doesn't work nearly as well for me in print, especially not for something of this length;
- the gutters down the centre of the book were too narrow for my taste. I needed to pry it open more than expected to get each line's extremities.

Neither detracted substantially from what I think is one of the most important books I've ever read.
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Most Recent Customer Reviews
4.0 out of 5 stars Good stuff
Good clear things I can do in my shop to increase customer experience which has helped me not only gain some great customers, but enjoy my day interacting with them too.
Published 1 month ago by N. Newitt
4.0 out of 5 stars Great gift.
Given as a Gift.
Published 1 month ago by ann duggan
3.0 out of 5 stars Not as good as I thought it would be
I had high expectations of this book but I was left disappointed. I'm well aware that there's an irony there but I wonder if this is another book where the reviews have been bumped... Read more
Published 1 month ago by Paul Simister
5.0 out of 5 stars Another satisfied customer
As someone working in this area I found this very useful and a refreshing change from most of the literature on this topic. Read more
Published 2 months ago by A J Smith
5.0 out of 5 stars Ten principles that have stood the test of time
I've had this book for about a year now and like many other people here have noted it for its timelessness, wealth of practical advice and amount of research and psychology... Read more
Published 3 months ago by Andrea
5.0 out of 5 stars Superb and well written
To put it simply this book is fantastic. Matt has really distilled what matters in the world of customer experience.
Published 3 months ago by MR ELLIOTT A HOLMAN
5.0 out of 5 stars I love
I am a trainer in customer service and this gives a totally explosive outside of the box approach. I love it
Published 4 months ago by Amazon Customer
5.0 out of 5 stars Pennies dropping left, right and centre!
This is an excellent read - a perfect balance between real-life examples and the scientific theories and studies that back them up. Highly recommended.
Published 4 months ago by E. J. Coltman
4.0 out of 5 stars Four Stars
very well written and easy to read, a must have for CX projects!
Published 4 months ago by Giacomo
5.0 out of 5 stars Five Stars
Delivery as expected and item as described.
Published 4 months ago by Ida Hausvik
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