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Matt Watkinson

The Ten Principles Behind Great Customer Experiences: The Ten Principles Behind Great Customer Experiences (Financial Times Series) Paperback – December 6, 2012

by Matt Watkinson (Author)

142 ratings

Part of: Financial Times (62 Books)

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.

Print length

240 pages
Language

English
Publisher

FT Press
Publication date

December 6, 2012
Dimensions

6 x 0.6 x 9.1 inches
ISBN-10

0273775081
ISBN-13

978-0273775089
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Editorial Reviews

Review

"Many of the business manuals or books that cross our desk here at The Entrepreneurs are dry, aspirational, self-help texts devoid of any intellectual spice. Some business themed books however buck the trend. Glance at its title and Matt Watkinson's business tome seems innocuous enough, "The Ten Principles Behind Great Customer Experiences." But crack open the spine, and the prose reveals a cerebral and often original approach to design, customer service and management. He references playwrights, directors and philosophers, and makes their theories applicable to the world of customer experiences."

Sophie Grove, Business Editor, Monocle

"Businesses and governments are obsessed with setting metrics. These are almost always numerical representations of some objective reality. And that's where the problem lies. First of all because such metrics can almost always be gamed. But also because they often translate badly into subjective experience. Finally here is a book which tackles this problem and has simple, practical principles for solving it. It is part of a whole movement in social science and marketing which leads me to believe - and indeed to hope - that the next revolution will be not technological but psychological."

Rory Sutherland, Vice-Chairman of Ogilvy UK & TED Speaker

From the Back Cover

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.

Written for results

Practical advice that’s easy to implement

Start making improvements fast

Everything you need

Get started immediately using the companion worksheets

No jargon

Effortless to read

No previous knowledge required

Inspiring examples

Key ideas are brought to life by great case studies

Universally applicable

The principles work for any product or service, however large the business

Concise and skimmable

Read a chapter a day on your commute

Get what you need, whatever your time limits

Publisher : FT Press; 1st edition (December 6, 2012)
Language : English
Paperback : 240 pages
ISBN-10 : 0273775081
ISBN-13 : 978-0273775089
Item Weight : 13.3 ounces
Dimensions : 6 x 0.6 x 9.1 inches

Best Sellers Rank: #151,567 in Books (See Top 100 in Books)
- #177 in Customer Relations (Books)
- #219 in Marketing for Small Businesses (Books)
- #576 in Sales & Selling (Books)

Customer Reviews:
142 ratings

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Top reviews from the United States

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S. Langley

Simply laid out and written. Great advice

Reviewed in the United States on November 12, 2017

Verified Purchase

I work as a leader in Customer Experience and I have to say whilst this book didn’t have too many huge revelations for me, the way it was laid out and the simple arguments given helped me better articulate thoughts that I have had for years to my team and clients.

Helpful

Brittany

Well-organized, quick read

Reviewed in the United States on May 23, 2017

Verified Purchase

I wish I could make everyone in every customer-facing business read this book. The concepts are thought provoking and the author provides great examples to reinforce them.

2 people found this helpful

Helpful

AndrewSR

providing an excellent customer experience is HUGE

Reviewed in the United States on July 31, 2016

Verified Purchase

When we think of traditional healthcare, we don't always consider "customer service" as an essential component. But the fact is, as the healthcare environment changes, and the cost is being shifted more to the consumer, people are starting to become more selective when they choose healthcare providers. What really distinguishes one provider from the next? The reality is, providing an excellent customer experience is HUGE. As a physical therapist myself, the research even shows the the things that patients value the most-- empathy, effective communication, trust, and meeting expectations, all things that are highlighted in this book. I cannot recommend this book enough. Anyone involved in any type of business or sales will take away valuable and actionable information from this. As an aside, I also had the pleasure to interview Matt for an upcoming episode of the "Healthcare DisruPTion podcast" soon to be found on itunes and currently on updocmedia.com.

4 people found this helpful

Helpful

Andrei Evtimov

Precise summary on the basic elements of the Great Customer Experiece

Reviewed in the United States on November 28, 2016

Verified Purchase

A real master-of-art review of the basics of UX! Should be read by every CEO, CMO and manager! Very practical, full with short real life proofs on every main conclusion and recommendation.
The best benefit of it me is that it puts a lot of questions to answer designing the great UX.

One person found this helpful

Helpful

Amazon Customer

Five Stars

Reviewed in the United States on May 13, 2018

Verified Purchase

Good insight into taking the extra step for the customer experience.

Helpful

Lisa Wornick

Great book!!!

Reviewed in the United States on May 26, 2016

Verified Purchase

Great book! I plan to re-read it and to recommend it to fellow business people! The book is well organized and easy to read. There are clear, actionable principles that are easy to implement.

One person found this helpful

Helpful

Amazon Customer

Four Stars

Reviewed in the United States on January 3, 2017

Verified Purchase

Good read

Helpful

Pablo Fernandez

Proivdes an excellent framework to assess the customer experience you are providing

Reviewed in the United States on January 7, 2018

Verified Purchase

Very well written. It tackles complex issues in very simple words. Proivdes an excellent framework to assess the customer experience you are providing. Five stars!

Helpful

Top reviews from other countries

Tinkerbelle

Enjoyable read for those new to Customer Experience

Reviewed in the United Kingdom on January 30, 2016

Verified Purchase

I like how the author took a different angle on his book, incorporating more of a philosophical, design, and psychological perspective. He also peppers the book with some unique examples of brands that not everyone has heard of. Clearly he's done a bit of research here, and there are lots of links to the sources of his content. The reasons I give it just three stars: 1) not many quotes, imagery, or artifacts from interviews with people inside the companies mentioned (mainly it's desk research, not primary research, that's behind the content). 2) the principles are not really anything new, in the sense that other books on customer experience point to basically the same principles (just worded and grouped differently). I think in general this is a good book for people who don't really know too much about CX and want a "starter book" (there are other books out there that go much deeper into CX and principles). It's laid out nicely, written well, and shows the author to be an intelligent guy with some interesting, philosophical views on customer experience. I enjoyed reading it.

4 people found this helpful

Steve Prior

So Obvious - Why Doesn't Every Business Do This?

Reviewed in the United Kingdom on January 7, 2015

Verified Purchase

If you are thinking of starting a business, if you already have a business, if you are an employee who cares about what makes customers tick - please buy this book.

I've been involved in many roles across many different business and bought hundreds of business books over the past thirty plus years and can say that this book is one of the best.

If you want to do anything in a business it helps massively if you have a guide or a well thought out framework. A good framework will help identify the kind of questions needed in which to reach the best understanding. A good framework will be logical and reasonably simple to apply.

Matt has invested several years of effort with multiple iterations and provided a superb framework. The ten principles are the framework and he has provided these as downloadable PDF files which are editable so you can enter your own data and information.

As mentioned I've worked as an employee in businesses large and small. Just about everyone one of them was designed or modelled on traditional lines. A sales department, a marketing department, a operations department and so on. You would not believe the problems these lines of demarcation created, almost like mini silos all competing amongst each other.

The one who loses out is the customer who is forced to follow the processes and procedures which suit the company and don't suit the customer. Ultimately of course, it is the company who loses out as customers get fed up with a mediocre service and go to a new start-up.

A new start-up who really structures their business, their products and their services based on customer experience.

My final thoughts are this. If every business thought seriously about their customers and less about their targets and profits three things would happen. They would keep more customers who would be happy to recommend them, they would have staff who loved working there and would likely have better profits in the long run.

All the best.

3 people found this helpful

KymH

Thoughtful - highly recommended

Reviewed in the United Kingdom on December 19, 2020

Verified Purchase

Watkinson writes thoughtfully and well and I liked his no-nonsense breaking- down-siloes approach to each of the 10 principles. However, I would have loved a tool/approach that helped me to audit my company across all 10 principles so that I could actually apply & embed everything I'd read. Still a great 4-star read and highly recommended.

Claire D

An insightful design book that's a pleasure to read

Reviewed in the United Kingdom on January 12, 2013

Verified Purchase

As a UX designer, I make a point of spending my free time nose deep in a design book. Unfortunately, this is usually after a groan, a sigh, and a mutter of, "I've bought the thing, I really must read it". It's a fact; most books about design are a bore.

That's why it was particularly refreshing that this book was such a joy to read. I was genuinely upset when I finished it, because I knew I'd have to have another crack at the last one I'd given up on. Matt Watkinson uses a friendly, inclusive tone throughout the book. While I could see how it would appeal to business owners and other non-designers, I didn't feel patronised at all.

That being said, its merit doesn't just lie in the writing style. This book contains everything you'd need to know to be able to design a good service (it covers various channels and various products rather than traditional UX for web or mobile) and it provides a systematic approach to what can potentially be a slightly haphazard profession. Rather than the standard practise I see in many organisations (ask customers what they want, design something, ask them if it's right, rinse and repeat), using the author's method provides a step-by-step guide to getting an experience right. While you'll still want to validate your work, using the information in this book will mean you're much further along when you do so.

My only feedback to the author would be that I wanted *more*; a few times in the later chapters he mentions subjects that are too huge to go into their full detail (e.g. the opportunities to be had by utilising the five senses), but maybe a little more detail would have been good. The chapters were short enough to easily read one per commute; so I wouldn't have minded a couple more!

If you're in any doubt about whether the author practices what he preaches, he references his website, where he provides free worksheets, corresponding to each subject covered in the book (e.g. error prevention). The icing on the cake? He's provided filled-in examples; the ones he used to design his own website. My recommendation: buy this book, read it, and get everyone you work with to do the same.

2 people found this helpful

Andreea

Ten principles that have stood the test of time

Reviewed in the United Kingdom on April 24, 2015

Verified Purchase

I've had this book for about a year now and like many other people here have noted it for its timelessness, wealth of practical advice and amount of research and psychology distilled into one useful guide. I've indeed found myself going back to it depending on the challenge at hand.

The worksheets are a helpful addition to anyone's toolkit, and I can guarantee there will be something in there that even people who have been in the business of advising on customer experience for years will find useful (or may have overlooked). Ten principles may sound like a piece of cake to implement, but dive into what it really means to apply them and you'll see the strength of the book.

The main lesson I took away from this book is that and hope others will too is that customer experience is a very broad topic, too important to leave to just one person in the business. It's something that will require sustained effort from many, and starting from ten principles everyone can understand and agree on makes life much easier, and more likely that real change will actually happen.

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