Creating your customer experience strategy

  • Colin Shaw
  • John Ivens


Congratulations! You are near the end of the book. This shows your genuine interest in building great customer experiences. In our view, this is probably the most important chapter in the book, because this is where the rubber hits the road. This is where we go beyond the philosophy and into action. The good news, from a competitive point of view, is that all the people that have put the book down and gone back to business as usual do not have the complete picture, and face the danger of returning to the ‘blight of the bland’ and remain part of the ‘grey world’. You therefore have an advantage, a chance to change your customer experience and gain a significant competitive edge over them:

A mind stretched by a new idea, never regains its original dimensions.

Oliver Wendell Holmes

You need to answer one question before you continue to read this chapter. Was our book just a good read, or are you going to do something about it? In our experience, the majority of people believe in the Seven Philosophies to Build Great Customer Experiences™. They then split into two camps: the people who believe in them and will do something about it, and those who will not. Some people understand the theory but choose not to undertake the journey.


Customer Satisfaction Call Centre Dark Side Customer Experience Customer Retention 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Colin Shaw and John Ivens 2002

Authors and Affiliations

  • Colin Shaw
  • John Ivens

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