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Building Great Customer Experiences

Launched globally in 2002, and selling out after only eight weeks, “Building Great Customer Experiences” tops many bestseller lists. Due to its popularity a revised, updated edition was launched in paperback in 2004. The book focuses on the ramifications of a commoditising market place, how this affects your business, can enable competitive advantage and save costs.

We help you to understand the emotions you are evoking in your customers and suggest strategies and practical steps you can adopt to unleash the formidable power of these emotions in your customers. We explain how you can use emotions as a key differentiator and why 71% of senior business leaders think the Customer Experience is the next competitive battleground.

Building Great Customer Experiences is full of leading innovative thinking, new business models and concepts, and many practical steps. We have interviewed over 20 CEO's Presidents and senior business leaders from, Dell, Amazon, FT, Hilton Hotels, Microsoft, Lexus, Ford, First Direct, Pret-a-manger and many more. They share with you their thoughts and strategies. Our Seven Philosophies for Building a Great Customer Experience form the back bone of our approach.

“This book hits the strike zone of how marketers, and organizations overall, need to be thinking to win today. It's a clear roadmap for building a high performance organization crystallized around the customer. Importantly, Shaw and Ivens recognize that emotions are at the core of all relationships - it's no different with customers than our family & friends -- and truly engaging and successful brands.”
Barry Herstein
Chief Marketing Officer
Financial Times Group
Based in New York