MY NEW BOOK

BEYOND CX: THE CUSTOMERING ERA

Whatever happened to customer care? Despite the promise of new technology, we have witnessed the widespread collapse of consumer trust and pronounced corporate losses. This book challenges the preconceptions of the Customer Experience (CX) movement, upturns long-held beliefs in its effectiveness, and offers an alternative approach to customer management in the modern era.

Aarron Spinley is recognised as one of the world's foremost thinkers in the realm of customer engagement and strategy. He challenges us to rethink certain CX sacred cows – the use of surveys, our commitment to the net promoter score, journey mapping practices, and even the view that CX creates brand differentiation. His work helps us to understand customer value in new, evidence-based ways, and in so doing, influence our technology choices in customer management for better results. He presents a customer management framework that can be applied to mitigate attrition rates, increase sales propensity, and advance profitability while precisely managing the critical intersection with marketing. Throughout, he provides examples of practical applications in business that are relatable and actionable.

The ideas captured in this book have already influenced senior leaders, CEOs, Chief Marketing Officers and Directors of Customer Experience across many organizations. You too can now benefit from these insights directly through the pages of this book.