The Customer Experience Playbook

What's inside

1. 01How to pick one live customer journey and write it as a situation with a person in it, not a company-wide score
2. 02How to interview customers and frontline staff: ask about the last time, watch them work, and write down the words they used
3. 03Personas built from research, not from a guess at a whiteboard, with a template you can use
4. 04How to map a journey from the outside, find the moments that matter, and rank friction on cost versus impact
5. 05Service blueprints: what the customer sees, and the backstage work that has to happen behind it
6. 06How to measure the moment, including NPS, CSAT and CES, and why a company-wide score is the wrong tool for a journey fix
7. 07Quick wins versus systemic fixes, and six ways to prototype a service change so a real person sees it
8. 08AI in CX, done well and badly, including what Klarna said in 2024 and what its CEO said a year later