Customer Experience Reading List For Senior Execs

Our research shows that an increasing number of companies will focus on customer experience in 2012. So there will be a new cadre of senior executives beginning to learn about customer experience. As they gain interest, they’ll look for materials for getting up to speed. Here’s a short list of posts that I’d recommend sharing with these CX newcomers:

  1. The 6 Laws Of Customer Experience. Every executive should understand these fundamental drivers of how organizations deliver customer experience.
  2. The Four Customer Experience Core Competencies. The path to customer-centricity requires mastering these four competencies: Purposeful Leadership, Compelling Brand Values, Employee Engagement, and Customer Connectedness. The report also has a self-assessment tool that execs can use to gauge their organization.
  3. My Customer Experience Manifesto Continues. Provides a perspective of how to think about customer experience management.
  4. Customer Experience-Loyalty Connection. This report uses large-scale consumer research to show the link between customer experience and customer loyalty, good for understanding ROI.
  5. What If Customer Experience Has No ROI?. This is a three-part post that explains the connection between customer experience and business results.
  6. Customer Experience Affects Attitudes And Behaviors. Shows how customer experience links to business and brand strategy.
  7. Three Characteristics Of Transformational Leaders identifies what leaders need to do if they want to drive change in their organizations.
  8. Improve “Purposeful Leadership” In 2011. Gain a deeper understanding of the role that leadership plays in transforming customer experience.
  9. The 8 Signs Of Executive Commitment. Gauge the commitment level of the executive team with this simple diagnostic.
  10. The Customer Experience Checklist Manifesto. Use this checklist of eight items to make sure that investments will improve customer experience.
  11. 8 Customer Experience Trends For 2011. These trends give a good sense of where things are heading, but keep an eye out for an updated list of megatrends.

If you can get your senior executives to spend 60 minutes reading through this material, then they should have a much better understanding about what it takes to build a more customer-centric organization. If they show some interest, then sign them up for the monthly CX Journal so they can continue on their learning journey.

The bottom line: An informed senior executive is a critical CX asset.

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:

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