Tesco
Customer What?
Book

Customer What?

The honest and practical guide to customer experience

Ian Golding
Ian Golding, 2018

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Editorial Rating

7

Qualities

  • Applicable
  • Concrete Examples
  • Engaging

Recommendation

Customer experience (CX) consultant Ian Golding delves deep into CX transformation, from fundamentals to maintaining momentum. Drawing on 24 years of consulting in multiple sectors, Golding cuts through assumptions and misconceptions – he recommends putting employees first, not customers, for example – with honesty, clarity and empathy. The book includes a long chapter on journey mapping and a fresh, practical perspective on personas. Golding’s advice is essential reading for CX leaders and those about to undertake transformation.

Take-Aways

  • The business has to be ready before you implement a customer experience (CX) strategy.
  • To transform CX, start by gaining employees’ engagement and alignment.
  • Employees need to understand customers thoroughly in order to serve them well.

About the Author

Ian Golding is a freelance customer experience consultant. With over 20 years in business improvement, Golding is a certified Customer Experience Professional and Customer Experience Specialist and certified Lean Six Sigma Master Black Belt. His experience includes consulting globally in multiple sectors, including pharmaceuticals, manufacturing, retail, technology and education.

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