Infographic: The Six Laws of Customer Experience


I recently published the list of my most-read posts from 2013. The item on the top of the list is the free eBook: Six Laws of Customer Experience: The Fundamental Truths That Define How Organizations Treat Customers. Since its initial publication in 2008, this eBook continues to be the most-read piece of content that I’ve published. Factoring in the many syndicated versions of the report (it’s been translated into at least five languages), this eBook has been downloaded by well over 100,000 people.

The six laws of customer experience are meant to empower highly effective customer experience efforts. By understanding these fundamental truths about how people and organizations behave, companies can make smarter decisions about what they do, and how they do it. If you want to create sustainable CX change, then you need to understand and conform with these laws.

In case you haven’t read this very short eBook, here’s an infographic that captures the six laws:

The bottom line: You need to understand the 6 laws of customer experience.

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:

7 thoughts on “Infographic: The Six Laws of Customer Experience”

  1. We love this infographic- it beautifully sums up the white paper- is it available as a PDF? We think it would be very useful to use as we work with different business units in our organization.

  2. I enjoyed hearing you speak at VocFusion in Vegas!! I already had your info graphic on my office wall!! Thanks for speaking a language we all can understand and use!!

  3. Hey Bruce,

    I love your video on youtube, but I wanted to see if you purposefully spelled some words wrong in the video…at minute 2:22, it spells “employees”, “incented”, and “celebrated” as shown. But then at 3:15, it spells them “employess”, “incanted”, and “celabrated”. I just wanted to make sure you were aware if it was a mistake!

    Great laws though!

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