The Ten Principles Behind Great Customer Experiences

Front Cover
Pearson UK, Feb 14, 2013 - Business & Economics - 240 pages
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Overall WINNER - CMI Management Book of the Year 2014

WINNER - Innovation & Entrpreneurship Category at the CMI Awards 2014

Create a great customer experience whoever you are.

Customers are powerful. They have a loud voice, a wealth of choice and their expectations are higher than ever.

This book covers ten principles you can use to make real world improvements to your customers’ experiences, whatever your business does and whoever you are.

For managers, leaders and those starting a new business, the book shows that making improvements customers will appreciate doesn’t need to be complicated or cost a fortune.


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Why the customer experience matters
Why customer experiences arent improving
The ten principles behind great customer experiences
Great customer experiences strongly reflect the customers identity
Great customer experiences satisfy our higher objectives
Great customer experiences are stress free
Great customer experiences indulge the senses
Great customer experiences are socially engaging
Great customer experiences put the customer in control
Great customer experiences consider the emotions
Bringing it all together the Apple customer experience
Final thoughts

Great customer experiences leave nothing to chance
Great customer experiences set and then meet expectations
Great customer experiences are effortless

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About the author (2013)

Matt Watkinson is a designer and consultant who helps businesses get their customer experience right. He has worked with household names, design agencies and management consultancies at home in the UK, in Europe and America. Learn more about Matt at