Lean CX: How to differentiate at lowest cost and least risk

Robert Dew, Bill Russell, Cyrus Allen, George Bej (2021)

Lean CX tackles the problem that many CX leaders confront every day - to convert what appears to be almost common sense into business practice and priority. As Drucker said, the real reason for a business to exist is to create and keep customers. So simple, so then why isn’t this simple truth at the very heart of our organisations?

At its essence, Lean CX provides an entrepreneurial approach and useful new ways to think about market engagement, iteration and value creation. It demonstrates how to get to actual customer observation via market testing as quickly as possible. In doing this, the Lean CX approach may reduce the risk of stalling at the point of planning and listening by reducing the time and resource investment compared to waterfall approaches.

As a CX practitioner or senior marketer a lack of alignment around the customer, value and even go to market needs to be dealt with directly. Lean CX helps to address this by creating a common language for the organisation. By suggesting that the organisation needs to be an ambidextrous firm, that is a firm that creates a difference every day by being able to exploit and explore at the same time. This approach stretches the boundaries of contemporary thinking about how CX can be applied to develop innovative solutions to complex organisational and market problems.

This book will re-energise your love of customer experience if you need it and sharpen the way you go about creating value for your customers, stakeholders, employees and yourself.

Lean CX is an original, intelligent and practical work, and I recommend you take the time to learn more.

Mac Williams, VP Strategy and Marketing, Asia Pacific, Pearson Education

Purchase the book on Amazon or access it via your university database through De Gruyter Publishing.

Customer Experience Innovation: How to Get a Lasting Market Edge

Dr Robert Dew with Cyrus Allen (2018)

Companies who invest in successful Customer eXperience (CX) innovation stand out from the crowd. Markets tend to reward these companies because it is rare for firms to try something new, much less prove customer acceptance of their attempted innovations. Firms offering remarkable CX create loyal customers who happily pay more for their products and services, and then refer them to other customers for free. 
This book outlines innovative processes used to research, conceive and develop innovations in the CX space for both large and small companies. The challenge is not so much finding out what customers like, as it is remaining apart from the crowd of rivals and copycats.

Written as a practical guide for managers with a background in line management, operations, marketing, finance or customer service, this book contains a simple framework with an extensive range of design thinking and creative problem solving tools. Starting with a validation for investing in improving your firm’s CX, the book also provides a primer on competitive advantage, the most critical objective of strategic planning. Mastering the book’s content creates the potential for any business manager or owner to find a hard-to-copy market advantage and drive their business’ growth.

Buy the book on Amazon.

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