“Customer experience marketing” is the biggest buzzword in the industry. Here’s how to learn more and get up to speed.
If you have heard the term “customer experience marketing,” you’re not alone. Brands are recognizing that every customer interaction plays a vital role in shaping perceptions. Marketing has also been elevated to new levels, with a strong focus on delivering an unforgettable experience with each customer interaction. Need to learn more about cutting-edge thinking on customer experience? Here are 10 books that should be on every marketer’s reading list.
- Customer Experience 3.0: High-Profit Strategies in the Age of Techno Service, by John A. Goodman—For busy marketers, Customer Experience 3.0 skips all the abstract musings and expected trends to deliver a straightforward reference work on modern customer experience strategies. It’s one of the best resources for delivering a great experience in the digital context.
- The Effortless Experience, by Matthew Dixon—This is a guide for building customer loyalty simply by delivering on promises instead of coming up with flashy ways to make them. Insights from this book will help you identify and eliminate friction from the customer’s journey.
- The Innovator’s Solution, by Clayton Christensen—Amazon founder Jeff Bezos hands this book to his top executives. It is the follow-up to The Innovator’s Dilemma, which identifies the problems faced by leaders today. Learn more about how to bring innovative principles to your own business.
- The Ten Principles Behind Great Customer Experiences, by Matt Watkinson—Marketers are bound to find at least a few principles among those covered in The Ten Principles that will make their way into the company playbook. It goes deep into what makes a customer experience stand out and provides actionable insights to put those strategies into play.
- The Customer Rules: The 39 Essential Rules for Delivering Sensational Service, by Lee Cockerel—Unsurprisingly, customer service makes up a large part of the customer experience. This tome will help you get the service aspect of your experience right so you can free up resources for your larger vision.
- Measuring Customer Experience, by Phil Klaus—Effective campaigns are great, but how does a company know how what worked and what didn’t without some way to quantify it? This book shows how to use customer experience data for future reference and sustainable planning.
- Outside In: The Power of Putting Customers at the Center of Your Business, by Harley Manning—This book explains how to fuel your customer experience campaigns with research-driven insights into the consumer’s perspective. If you’re designing a customer-centered process, it’s a primer that will help you target your research in the best way possible.
- The Three Rules: How Exceptional Companies Think, by Michael Rayner and Mumtaz Amed—While this title isn’t technically about customer experience, it provides an in-depth examination into how 27 household names in various industries sustain long-term success. Detailed insights into winning companies provide a template today’s leading customer experience-focused organizations can actually use.
- The Human Brand, by Chris Malone and Susan Fiske—This title examines the quick judgments we make about companies and how they affect our perception of them now and later. It then explores how to use this understanding for measures that inspire brand loyalty.
- Relationology: 101 Secrets to Grow Your Business Through the Power of Relationships, by Matt Bird—If you read, or have read, any of the above titles before this one, you’ll probably already figure out that building relationships is key to the customer experience. Relationology fills in any gaps that might still exist.
Getting up to speed on the customer experience is a smart investment for today’s savvy marketers. Explore the latest books on the subject, and learn strategies, data management techniques, and insider insights from the best case studies to help you design a program that will wow your customers.