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How to Wow

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Table of Contents

  • Part I: The Customer Perspective
  • 1. Attract
  • 2. Engage
  • 3. Serve
  • 4. Keep
  • 5. Refer
  • Part II: The Business Perspective
  • 6. Communicate
  • 7. Motivate
  • 8. Lead
  • Final words
  • Notes
  • Index

About the Author

Adrian Swinscoe is a customer experience consultant and advisor, and has been growing and developing customer-focused large and small businesses for 20 years. He has previously worked with Shell, FT, The Economist Group and Mowlem, as well as consulting with hundreds of smaller businesses to help them engage with their customers, build their customer retention and improve service.


“These 68 ideas aren’t effortless. Not at all. They’re effortful. They take work and it’s worth it. Worth it because your lazy competitors are just standing by waiting for you to make a difference.” Seth Godin, Author, The Icarus Deception   "An engaging, lively, and intensely practical guide to help put customer experience at the very centre of your business." Nick Chater, Professor of Behavioural Science, Warwick Business School and Co-Founder Decision Technology Ltd   "Truly lives up to its title. Packed with powerful, effective easy to implement tips that will transform your business into a genuine customer service champion." Dee Blick, FCIM Chartered Marketer and #1 bestselling marketing author   "I love the way this book challenges management fads and lazy thinking and puts people at the heart of making businesses great." Guy Letts, Founder & CEO, CustomerSure   "Full of practical ideas that show you how to transform your business by standing in your customer's shoes. Adrian has given us a road map, now we need to act on it." Bernadette Jiwa, Brand Story Strategist and Bestselling Author   “Adrian writes in a highly accessible and conversational manner that draws the reader in. The book has a clear focus on what it takes to deeply understand and continuously improve the customer journey experience. Ideas are well presented as being both challenging as well as opportunities to drive customer satisfaction. The ‘How to Use’ and ‘Insight in Action’ sections are highly practical and this encourages the reader to take away ideas and apply them to real life situations. A handbook to dip in to for inspiration, it also is a potent reminder of just how important the small things as much as the big strategic initiatives”.   Beverly Landais, FCMI FCIM, Marketing and Business Development Director, Saunderson House - Wealth Management   "Finally! Adrian Swinscoe delivers a book jam packed with 68 actionable concepts to increase both the customer experience and the employee experience. Beyond just theory, this book will benefit any business leader who wants to move the needle on customer service." Kevin Kruse, New York Times bestselling author of Employee Engagement 2.0   “As the informed and connected realm heightens every business’ challenge to win and sustain customer share of mind, mastering customer experience emerges as the key lever. How to Wow offers a compendium of techniques deeply grounded in today’s digital context. Consider culling a selection to fit your constituency or better yet, synthesizing the whole into a timeless fabric that forms the core of success for any endeavor.” Charlie Peters, Senior Executive Vice President, Emerson   “Essential and powerful insights for everyone who aspires to map out and enhance the customer journey and drive growth” Keith Lewis, COO, Matchtech Group plc

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