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 boosting 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. 

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"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!"

 

JASON HEMINGWAY

Chief Marketing Officer

Fellow of the Chartered Institute of Marketing