1. Attract 
1. Be at the start of your customer’s journey 
2. Don’t interrupt customers 
3. Develop trust at a distance 
4. Are you being interesting and interested? 
5. Trust drives transactions 
6. Become part of your customers story 
7. Customer behaviour is changing: Check your assumptions
8. Data insights are good but immersion and observation are better 

2. Engage 
9. Understand the relationships you have with your customers 
10. What it takes to build trust 
11. Customers trust people like them 
12. To really engage you must be willing to fail 
13. Doing what’s right for the customer is often an article of faith 
14. How to be more interesting 
15. Empathy is key to engagement 
16. Bad corporate behaviour impacts customer experience and engagement 
17. Innovating around relationships 
18. Data, privacy and the impact on customer relationships
19. Design a great customer experience by including your customers 
20. People will pay more for better service 

3. Serve 
21. Every customer hates waiting but the experience can be improved 
22. Speak my language 
23. Nature abhors a vacuum 
24. Bad reviews can be good 
25. Remove the grit 
26. The primacy and recency effect 
27. Lots of small changes add up 
28. Make it simple 
29. Behavioural science and lessons for customer service 
30. Identify and deal with silent complaints 
31. Consistency in quality and delivery is key 
32. A name not a number 
33. Make your service proactive 
34. Make promises, keep them but you don’t have to beat them 
35. Improve your service by making it easy for customers to help each other 
36. The longest lasting emotions in customer experience 
37. Make sure delivery is not your achilles heel 
38. Reduce effort 
39. Is customer service going to get worse before it gets better? 
40. What’s your brand’s customer service persona? 

4. Keep 

41. The hole in the bucket syndrome 
42. Differences in perception exist and matter 
43. Most loyalty schemes don’t create loyalty 
44. Marginal cost but high perceived value 
45. Make your customer the hero 
46. What drives loyalty 
47. Complaints are key to retention
48. Where you earn loyalty 

5. Refer 
49. If you don’t ask then you won’t get 

50. Proactivity drives advocacy too 
51. How you can build your own customer referral community 

Part II: The Business Perspective
 
6. Communicate 
52. Be honest about your surveys and keep them short 
53. Always feedback and report on results 
54. When’s the best time to survey your customers?
55. Be careful when interpreting data
 
7. Motivate 
56. Work hard and be nice to people 
57. The link between customer experience and employee engagement 
58. Engagement is not something that is done to people 
59. Design the employee experience too 

8. Lead 
60. What’s the best organisational structure to deliver your customer experience? 
61. Becoming more agile and responsive to customer needs 
62. Unlearning old ways can help transform customer experience 
63. Using behaviours rather than targets to improve your customer experience 
64. Leadership behaviours and customer experience 
65. Humility and the benefits of admitting that you got it wrong 
66. When a measure becomes a target, it ceases to be a good measure 
67. What have you done today to make the lives of your team easier? 
68. Don’t believe the hype 

Final Word

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