Merkle’s CSO & CMO Book on Customer Experience Optimisation Launches

In Shift: Transform Motion into Progress in Business, authors Richard Lees and Azlan Raj, from customer experience management (CXM) company Merkle, share a variety of ways to create the superlative customer experience that accelerates business growth.

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As organisations around the world do their best to deliver meaningful, effective, and efficient customer experiences, many are encountering difficulty translating their actions into progress. These businesses find that – despite a plethora of initiatives, programmes, and plans – inclusive and excellent customer service remains stubbornly out of reach.

In their new book, Lees and Raj link three key themes – a clear vision with clear performance indicators, an aligned team, and a deep understanding of the marketplace – and outline the importance of each in the quest for the ideal client experience. They explain the value of measuring progress through the eyes of the customer, and ensuring that the measures that matter to customers are improving.

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Shift focuses on enabling the meaningful transformation of organisations from slow and unwieldy to agile and fast. Emphasising that motion does not necessarily equal progress, Shift explores ways to achieve organisational goals by starting with the end in mind and actively seeking out and measuring a company’s progress.

Filled with compelling anecdotes that will help readers continually invent the future they’re taking their companies into, Shift will be of interest to executives, managers, and other business leaders seeking to drive long-term customer engagement and differentiate their businesses from their competitors. It’s also an essential resource for business development professionals and members of innovation teams attempting to grow their organisation.

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