Research shows that CX leaders consistently outperform the market — in fact, from 2007 to 2014 CX leaders’ cumulative returns were 49 percent greater than the S&P 500 Index. And those trailing the pack are similarly impacted: CX laggards underperformed the index by 162 percent during this same period.

We believe those market leaders share three foundational elements, the common building blocks to great CX. First, they treat CX as a common organisational objective. Second, they are laser-focused on the things that create the best value for their customers. And third, they are constantly improving, bringing big ideas to life and iterating after each success or failure.

In reality, CX is not new. It’s a simple concept: provide your customers with an experience that keeps them coming back and inspires them to share it with others. Yet the process has become overly complicated, burdened by artificial frameworks and confusion. There is a wealth of information in the market about CX, but tools for real CX leaders, who are responsible for delivering real results, are limited.

We don’t believe you need to be further convinced that CX is important. We think you need a practical guide for competing and thriving in the Experience Economy, where nothing matters more than the experience you offer. From the foundation of three building blocks, we will show you how to enable and optimise your people and processes to drive ROI through experience. We will move beyond ideals and provide actionable steps to render authentic experiences that grow business.

This is not a fight for the faint of heart. Leaders in this journey must be willing to fail and have the courage and resilience to try again. And again. And again. Because the reward for excellent CX— career-defining transformation that fundamentally changes an organisation for the better—is well worth the journey.

Welcome to the practical guide to optimised CX strategy.

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