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The Ten Principles Behind Great Customer Experiences,9780273775089

The Ten Principles Behind Great Customer Experiences

Edition: 1st
Format: Paperback
Pub. Date: 12/6/2012
Publisher(s): FT Press
Availability: This title is currently not available.


Learn how to create a competitive advantage for your business by offering a customer experience that's second to none! By following a simple "ten principles" format, this book will show you how to constantly improve and build your business. The combination of psychological theory, real world case studies, worked examples and template documents provides the 'what, why and how' necessary to make good ideas stick and get them into practical usage, so you can enhance your customers' experiences and keep them returning again and again. Featuring lessons from a host of winning companies such as Facebook, Lush Cosmetics, GŁ puddings and John Lewis, the book is littered with uncomplicated ideas which are simple to implement and accessible to anyone.

Author Biography

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 .

Table of Contents


Why the customer experience matters

Why customer experiences aren’t improving

The ten principles behind great customer experiences

Great customer experiences strongly reflect the customer’s identity

Great customer experiences satisfy our higher objectives

Great customer experiences leave nothing to chance

Great customer experiences set and then meet expectations

Great customer experiences are effortless

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



An electronic version of this book is available through VitalSource.

This book is viewable on PC, Mac, iPhone, iPad, iPod Touch, and most smartphones.

By purchasing, you will be able to view this book online, as well as download it, for the chosen number of days.

A downloadable version of this book is available through the eCampus Reader or compatible Adobe readers.

Applications are available on iOS, Android, PC, Mac, and Windows Mobile platforms.

Please view the compatibility matrix prior to purchase.

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