Release Date Draws Near for Ian Golding’s Debut CX Book

CXM Editorial TeamCXM Editorial TeamMarch 29, 20184min

Anticipation is building ahead of the release of the debut book from international Customer Experience consultant Ian Golding.

Titled Customer What?: The Honest and Practical Guide to Customer Experience, the book is set for a late spring/early summer release following a successful Kickstarter campaign that saw Ian – who is also CXM’s Non-Executive Editor – smash his fundraising target.

The new tome is described as “part practise handbook, part novel, and part therapy”, and “a practical guide to creating, and sustaining, the focus on Customer Experience to create value in the long-term”.

It distils Ian’s many years of knowledge and experience in the field, and serves it up in the approachable, witty, and informative manner familiar to those who have been trained by Ian at one of the CX Masterclasses.

Speaking of the inspiration behind the book, Ian said:

“Those who know me personally will be only too aware I have been living and breathing the Customer Experience profession for many years. As someone who has been around since the very beginning, it feels – finally – as though the business world is beginning to grasp the potential of putting customers front and centre in an organisation. We are getting through!

But we still need more people like you to join this growing movement! If this is something you aspire to do, whoever you are, regardless of your job title, this book has been written for you.”

He continued:

“Customer Experience is a challenging career choice. I learned a long time ago that just because it’s obvious to you and me that putting people and customers first makes good business sense, does not mean it will be obvious to someone else.
For every one of us that has the luxury of working in organisations that want to listen, another ten of us will be faced with the prospect of having our ideas met with cynicism, or outright rejection.

I feel there’s a need to talk a little less about theory, and more about the practical aspects of customer experience management. How do you write a CX strategy statement? How do you measure a customer journey? How can you create the right supporting culture to sustain it?

A large part of my message is that you need to understand not only the customers of a business, but the business itself. The raw materials – people, culture, business model, resources, and commitment – should always shape your approach.”

Upon the book’s release Customer Experience Magazine will publish exclusive excerpts, so keep an eye on CXM for further details.


CXM Editorial Team

CXM Editorial Team

Published for all CX professionals, the digital Customer Experience Magazine is packed full of industry news, blogs, features, video bites and international stories all focusing on customer experience. CXM will help you learn what makes an outstanding customer experience that wins both awards and the hearts of customers. And sometimes we share some cool music as well.




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