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The Ten Principles Behind Great Customer Experiences

The Ten Principles Behind Great Customer Experiences

Matt Watkinson

Dec 2012, Paperback, 240 pages
ISBN13: 9780273775089
ISBN10: 0273775081
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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.

About the author




  1. Why the customer experience matters
  2. Why customer experiences aren’t improving
  3. The ten principles behind great customer experiences
  4. Great customer experiences strongly reflect the customer’s identity
  5. Great customer experiences satisfy our higher objectives
  6. Great customer experiences leave nothing to chance
  7. Great customer experiences set and then meet expectations
  8. Great customer experiences are effortless
  9. Great customer experiences are stress free
  10. Great customer experiences indulge the senses
  11. Great customer experiences are socially engaging
  12. Great customer experiences put the customer in control
  13. Great customer experiences consider the emotions
  14. Bringing it all together - The Apple customer experience
  15. Final thoughts



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 .

"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