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The Ten Principles Behind Great Customer Experiences (Financial Times Series)

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

Matt Watkinson
4.9 out of 5 stars  See all reviews (38 customer reviews)

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Product Description


"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

Product 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 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
  • Text-to-Speech: Enabled
  • X-Ray:
  • Word Wise: Not Enabled
  • Average Customer Review: 4.9 out of 5 stars  See all reviews (38 customer reviews)
  • Amazon Bestsellers Rank: #16,365 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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Customer Reviews

4.9 out of 5 stars
4.9 out of 5 stars
Most Helpful Customer Reviews
13 of 13 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
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.
Read more ›
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6 of 7 people found the following review helpful
4.0 out of 5 stars A Great Reading Experience 19 Mar 2013
Format:Kindle Edition|Verified Purchase
I bought this book on the back of a workshop session in which it was described by "if you only read one book about User Experience..." etc.

Considering there are only ten principles, the book goes into considerable depth, including numerous illuminating real-life examples.

Initially, I felt slightly underwhelmed with the content since much of it seems "obvious" to the casual reader, but some time after having put it down I realised that I was thinking about my own customer / user experiences in a fundamentally different and markedly objective way. I attribute this to the fact that the principles are so well documented in a single volume and presented in such a coherent way.

In general this book is very accessible and was easy to pick up and dive into. My only slight criticism is that the structure seems a little muddled at times - I think due to the abstract nature of some principles and the tendency for multiple principles to overlap. That said, I believe that the intentionally concise style helps to mitigate this as much as possible.

All in all, I would definitely recommend this book to anyone looking for a really great primer to the subject of customer experience. I think it is most certainly that, and probably more.
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1 of 1 people found the following review helpful
5.0 out of 5 stars A book of great integrity 23 Sep 2014
Format:Paperback|Verified Purchase
This is quite simply the best "business book" I have read. Putting aside the elegance of its conciseness and the resonance of its message, what I find particularly inspirational is the way in which the author has made the experience of reading the book so brilliant.

Matt has been so successful in taking each one of the elements he identifies and applying it to the experience of reading the book - from the bookmark, to the introduction of and summary of each chapter, to the choice he provides in how to read it, to even the "feel" of the cover.

It is an highly motivational and practical book - a toolkit which we can all use to understand first and then positively influence what our customers do experience.
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Most Recent Customer Reviews
5.0 out of 5 stars Double your profits? believe me it happens
What can I say, a book within a book, within a book. I am still reading this book, I keep going back to read the chapters before, and putting this into practice in my own... Read more
Published 2 months ago by rattyratbag
4.0 out of 5 stars Four Stars
Simple and effective guidance.
Published 3 months ago by Papazafeiropoulos Konstantinos
3.0 out of 5 stars if you know nothing of good CX then worth a read
The content is good if a little muddled at times.

If you do know a little CX then this is probably going to be teaching you to suck eggs. Read more
Published 6 months ago by mememan
5.0 out of 5 stars Seriously Powerful
I just finished a marathon read of this book, which, on the back of it, has helped to kick off step one of a fantastic overhaul I plan to make to one particular business I run. Read more
Published 8 months ago by lmw
5.0 out of 5 stars Delivered
Excellent condition well worth the money will be able to use extracts to complete my assignment from university for my business degree course
Published 8 months ago by Chris Weinling
5.0 out of 5 stars Excellent advice
This book recently won the best business book award, sponsored by the Henley Business School, and it lives up to the billing.
Published 8 months ago by J. R. Silverstone
5.0 out of 5 stars Practical advice for a complex business world
Highly recommended. Well written and easy to read with no jargon or pseudo-intellectual posturing about Customer Experience Management. Read more
Published 9 months ago by Martin Reed
5.0 out of 5 stars A must read and is now my CX Bible!
A fantastically written book, that is a joy to read! I would recommend to everyone and anyone, from customers to CEO's to CX experts. Read more
Published 9 months ago by Grace Santos-Murphy
5.0 out of 5 stars Essential reading!
It's hard to expand on the eloquent comments already written about this refreshing and clearly written book, but I can say that I found it completely relevant and helpful to my own... Read more
Published 12 months ago by Alec Wilson
5.0 out of 5 stars Insightful, inspiring and a great read!
I cannot recommend this book enough! It is such an effortless and enjoyable read which enables you to think differently about your business or product. Read more
Published 12 months ago by Helena_Clews
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