By @SimonCocking. Review of ‘The Customer Experience Book: How to Design, Measure and Improve Customer Experience in Your Business’ by Alan Pennington. Available to buy from Amazon here.

Customer Experience (CE) is becoming seen as a key component of business strategy, yet knowing the practical steps of what to do can be tricky. The Customer Experience Book helps you understand where you are now, what to do, and how to improve for your business.

From Customer Journey Mapping to using Big Data, this is the ultimate Customer Experience manual for businesses, whatever the size of your company. Split into two parts, you’ll discover:

• Why customer experience is so important in business – and how it applies to you

• How to use customer experience tools in your business – step by step guides on how to use CX metrics and how to learn from them

This is a short, practical guide of how to try and ensure your website and your business in general delivers the most effective experience to ensure that as many people as possible buy your products and services. It is very data driven, and gives you lots of step by step insights to illustrate how you can, and should, be measuring your (potential) customer’s experiences when they visit your site and consider whether to purchase or not. If, like me, you have heard that rather worn out expression along the lines of ‘half of our marketing works but we don’t know which half…‘ at one or many Digital Marketing conferences, this book is a smart helpful alternative to such vague, and possibly outdated witticisms. Throughout the book it is a steady progression through a series of questions you should be asking yourself, and steps to implement on your site to ensure you do achieve the optimal results possible.

If you’re in business, and want to maximise the returns on what you aim to do, then this is a smart, data informed, book to read. Go for it, use the insights offered, and then perhaps that famous misquoted insight about marketing spends can finally be laid to rest.


If you would like to have your company featured in the Irish Tech News Business Showcase, get in contact with us at [email protected] or on Twitter: @SimonCocking

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