Customer Experience For Dummies

In one of my daydreaming moments, I was wondering what type of a book I’d like to write. Here’s what came to my mind…

Customer Experience For Dummies
(sorry to the Wiley Publishing for “editing” a “Dummies”  book cover)

Here’s a potential outline for the book:

  • What is a customer?
  • Are all customers alike?
  • What is a customer experience?
  • Why does customer experience matter?
  • How can you tell a good customer experience from a bad one?
  • How do you design good customer experiences?
  • What are some examples of good customer experience?
  • What are the right metrics to measure?
  • What skills do organizations need to deliver good customer experiences?

The content would center around two core concepts:

1) Experience-Based Differentiation which is built on three principles:

  • Obsess about customer needs, not product features.
  • Reinforce brands with every interaction, not just communications.
  • Treat customer experience as a competence, not a function.

2) Scenario Design which invokes the following three questions:

  • Who are your target users?
  • What are their goals?
  • How can you help them accomplish those goals?

I’m open for a book deal (Wiley: give me a call). If you don’t like this title, then I’ve got some other thoughts like: “Harry Potter: The Order Of The Customer” and “The Lord Of The Rings: The Fellowship Of The Customer.”  😉

The bottom line: Great customer experience doesn’t take rocket science.

Written by 

I am an experience management transformist, helping organizations improve business results by engaging the hearts and minds of their customers, employees, and partners. My "job" is Head of the Qualtrics XM Institute. The Institute is still being established, but our goal is to help organizations around the world thrive by mastering Experience Management (XM). As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. And, as many people know, I love to speak about these topics in almost any forum. Prior to joining Qualtrics, I was managing partner of Temkin Group (leading CX research, advisory, and training firm), co-founder and chair of the Customer Experience Professionals Association (, and a VP at Forrester Research. I'm a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Check out my LinkedIn profile:

4 thoughts on “Customer Experience For Dummies”

  1. Bruce,

    Write the book. Don’t worry about the publisher. When there are so many options available to an author it just isn’t important any more. Trust me, I have gone down both the self publishing and the traditional publishing route and each has their pros and cons. Call me if you want to chat about it.

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