Buy It Now! Available in paperback and Kindle formats!

Contact me for bulk orders!

I could’ve written the whole book about journey mapping, but there’s so much more to building a customer-centric business than journey mapping. Customer understanding is not only critical to – but also the cornerstone of – customer-centricity. (You can also find more on that in my second book, Built to Win: Designing a Customer-Centric Culture That Drives Value for Your Business [Advantage|ForbesBooks] – on building a winning organization through a customer-centric culture!)

With that knowledge, read this book and:

  • Uncover why customer understanding is that cornerstone.
  • Learn the three approaches you must use to understand your customers, why you must use them, and how they work together.
  • Create an action plan to ensure insights gleaned from these three approaches are implemented in your organization.
  • Develop and assign personas to your customers in order to better understand their needs, goals, problems to solve, and jobs to be done.
  • Learn the difference between touchpoint maps and journey maps and how touchpoint maps can still be a valuable asset in your customer experience toolbox.
  • Understand why journey mapping is called the backbone of customer experience management – and how to make it so in your organization.
  • Set up and facilitate your own current-state and future-state journey mapping workshops with customers.
  • Facilitate service blueprint workshops with internal stakeholders.
  • And more!


Qualtrics: 10 Books CX Leaders Should Read in 2021

Thinkers360: 50 Books from Thinkers360 Thought Leaders to Read in 2021

Ozonetel: 10 Customer Experience Books Every CXO Should Read

TreasureData: 14 Essential Customer Experience Books to Help You Rethink Your CX

Lumoa: Top 10 Must-Read Customer Experience Books

Must Read Books: 31 Best Customer Experience Books of All Time

CX Unraveled: Our 5 Favorite Books on Customer Journey Mapping

Engati: 15 Customer Experience Books You Need to Read in 2022

Custify: 12 Must-Read Customer Service Books

Engati: 25 Customer Experience Books You Need to Read in 2023

Most Recommended Books: 15 Best Customer Experience Books of All Time

CXLead: 12 Best Books on Customer Experience


Journey Mapping: the Backbone of Customer Experience Management (Jeff Toister)

Customer Understanding and the Link Between Employee Experience and Customer Experience (Amazing Business Radio/Shep Hyken)

Experience THIS! Show Episode 72 (Dan Gingiss and Joey Coleman)

You Can’t Transform Something You Don’t Understand (Adrian Swinscoe)

Customer Understanding – Book Review (Michael Bartlett)

HX Academy Meets: Annette Franz, CCXP Founder & CEO of CX Journey Inc. (Adoreboard)

Why so many companies are failing to put the customer in their customer experience strategies (MyCustomer)

The CX Leader Podcast (Walker Information)

Crack the Customer Code (Jeannie Walters/Adam Toporek)

CX Files: Annette Franz – CX Journey – Customer Understanding And Journey Mapping (Mark Hillary)

More to come!

Struggling to ensure that the customer is at the center of all your business does?

This book is your guide to putting the “customer” in customer experience.

Not sure what that means? Well, for starters, too many executives believe they are delighting their customers. Why wouldn’t they think that?! When they focus on growth, those customer acquisition numbers are pretty sweet, but they don’t tell the real story.

Prioritizing customer retention is critical. But you can’t just throw technology at it, give it some lip service, and call it a day. Retention is hard work! You’ve got to understand who your customers are and what problems they are trying to solve or what jobs they are trying to do. Then you’ve got to use that understanding to design an experience that helps customers achieve their goals. That’s the key.

Ultimately, you need to bring the customer voice into all meetings, discussions, decisions, processes, and designs. The customer must be at the center of all you do.

After all, it’s all about the customer!