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COMING IN H2 2024  

NEW BOOK

Published by Rutledge (Taylor & Francis Group, an Informa Company)

THE CUSTOMERING METHOD

From CX Dogma to Customer Science

[PUBLISHERS SUMMARY]

Despite the promise of enhanced customer engagement through new technology, consumer trust has suffered widespread collapse, and annual corporate losses are in the trillions. This book exposes the faulty foundation of the populist Customer Experience (CX) movement, upturns long-held beliefs in its effectiveness, and details an alternative – industrial – approach to the customer asset base.

 

Aarron Spinley is recognized as a foremost mind in the realm of customer science and strategy. His work helps us to understand – and extract – customer value based on evidence, and in so doing, influences our relationship with technology for better results.  The Customering Method marries the sciences and managerial precedent with contemporary capability: optimizing the intersection with marketing, mitigating risk and attrition rates, increasing sales propensity, and restoring profitability. Throughout, Spinley provides practical examples that are relatable, actionable and defensible.

 

These concepts have already influenced senior leaders, CEOs, Chief Marketing Officers, and Directors of Customer Experience across many organizations. Now in published form, this is perhaps the most important book in the field for decades. 

"HE MATURES THE FIELD IN A WAY THAT FINALLY WE CAN SAY IT IS TRULY A SCIENCE OF BUSINESS."
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Paul Greenberg, Managing Principal [Washingston DC]

"IF YOU WORK IN MARKETING, CUSTOMER MANAGEMENT, OR TECHNOLOGY AND CONSULTING - THIS SHOULD BE THE NEW NUMBER #1 BOOK ON YOUR SHELF. BETTER YET, KEEP IT OPEN WITH A HIGHLIGHTER CLOSE BY, AT THE VERY CENTER OF YOUR DESK!"
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Jason Hemingway, CMO [London]

Endorsed by International Leaders and Academics

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Dr Graham Hill

Optima

Partners

COLOGNE

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R (Ray) Wang

Chairman, Constellation Research Inc.

SAN FRANCISCO

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John Rizzo

Chair of the Monash University Marketing Department Industry Advisory Board and Fmr Chief Strategy Officer, Bupa

MELBOURNE

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Liz Miller

VP and Principal Analyst,  Marketing and Technology

LOS ANGELES

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Henry Reveron Hernandez

CEO

Enterprise Martech

MELBOURNE

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Alex Mead

Fmr Global Customer

Service Experience Director,

Alvarez & Marsal

BAHRAIN

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Jason Hemingway

CMO and Fellow of the Chartered Institute of Marketing

LONDON

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Joe Pine

Author of 'Mass Customization' and 'The Experience Economy' 

MINNESOTA

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Brian Solis

8 x Best Selling Author, Digital Anthropologist and Head of Global Innovation, ServiceNow

SAN FRANCISCO

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Foreword by
paul greenberg

Managing Principal, The 56 Group LLC

AKA The Godfather of CRM

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