Reports and Reviews

Customer What? The honest and practical guide to customer experience

“The truth is, truly customer-centric organisations do not put customers first.
They put employees first”

Ian Golding

This is according to global Customer Experience Specialist and Certified Customer Experience Professional (CCXP), Ian Golding in his first book ‘Customer What? The honest and practical guide to customer experience,’ published in 2018.

As a founding member of the Customer Experience Professionals Association (CXPA) – a global, non-profit organization dedicated to the cultivation and advancement of the customer experience profession with more than 4000 members in 70 countries, Ian is also a certified Lean Six Sigma Master Black Belt and through the pages of this book, Ian has distilled his passion of putting customers and employees at the forefront of business improvement initiatives, which he describes as

“Part practice handbook, part novel, part therapy – this is a practical guide to creating and sustaining the focus on customers”
IAN Golding

This book is insightfully divided into four sections and through it, Ian takes you on a meticulously articulated customer-focused journey that delves into the detail and intricacies of why, how, and when organisations are ready, to adopt global best practices in customer experience – including a set of practical activities and tools to help you do it, and some incredible storytelling to illuminate your path.

  • The Fundamentals – establishing a firm footing, an introduction to the essentials for success.
  • Culture – connecting people to strategy and creating the right conditions for action.
  • Making it happen – the tools of the trade, knowing how (and when) to apply them.
  • Sustaining – from starting the movement to safeguarding momentum.

I was extremely fortunate to have attended Ian Golding’s Customer Experience MasterClass in-person (yes, that’s a thing since Covid-19) and whether you’re a customer experience professional like myself, a small business owner who has realised the value of customer-centricity or a customer experience executive at a large, well-established organisation on a mission to improve the way your brand engages with its customers, employees or shareholders, this is a must-read.

To celebrate #CXDay2020, Ian has been kind enough to allow our readers an exclusive 10% discount on this book (valid until the 31st of October 2020). Use discount code CMCX20 and order your copy here.

Change the world – one customer journey at a time.

Happy #CXDay.


Republished with author’s consent from original post.

Chaman Maharaj


Chaman Maharaj

Chaman Maharaj is the Founder and Director at Being Human, a human-centered Customer Experience advisory in South Africa - a global thought leader on Customer Experience, a Customer Experience Specialist (CXS)™, Certified Customer Experience Professional (CCXP)™, author, blogger, and contributor on,,, and, and volunteer at AFRICANISM | CX.

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