New Book Unveils a Transformative Approach to Building Customer-Centric Brands

In a world where customer experience can make or break a business, Designing Customer Experiences with Soul: How to Build Products, Services and Brands that People Genuinely Love, by best-selling authors Simon Robinson and Maria Moraes Robinson, provides a powerful new framework for businesses seeking to elevate their customer strategies and become truly customer-centric.

In this essential new guide, the authors tackle the challenge of aligning customer experience initiatives with overall business strategy. The book introduces a holistic approach to customer experience design, offering practical tools and methodologies to help businesses create deeper, more meaningful connections with customers, transforming them into lifelong brand ambassadors.

“Customer experience is still not embedded into the heart of many companies’ strategies,” explains Simon Robinson. “Our book aims to change this by providing a step-by-step guide to embedding customer experience into every business function using the Customer Centricity Strategy Framework. With case studies, worked examples and practical tools like the customer lifecycle canvas and strategy mapping, we demonstrate how to elevate customer experience across every level of an organisation.

“We wrote this book to help people unlock the full potential of their business. Organisations can transform their performance by creating genuine connections with customers, improving retention, reducing costs, and building long-term brand loyalty,” Maria Moraes Robinson explains. “Our book, therefore, integrates strategic planning, mapping and implementation and customer experience into a unified approach, positioning customer centricity at the core of strategic decision-making.”

The authors present many new and practical tools and frameworks, illustrated with worked examples, that can help leadership teams transform their organisations’ results. These include:

• The Customer Centricity Strategy Framework
• The CEX Strategic Relationships Canvas
• The Customer Lifecycle Canvas
• Leadership Experience (LX)
• The Empathy Action Plan
• Value Proposition Elevation
• The New 4Ps Canvas
• The Holonomic Circle
• The Leadership Experience Journey
• The Three Cs Communication Framework

The book also addresses the major impact that leadership and cultural factors have in engaging people across organisation and achieving customer centricity. The authors introduce Leadership Experience (LX)—the inner psychological world of leaders—to complement customer experience (CX) and employee experience (EX) practices. They do this by discussing authenticity, leadership archetypes, strategic communication, change management, universal human values and the transcendental aspects of customer experience design that lead to mastery in customer experiences with soul and transformational impact.

With the knowledge and guidance described in the book, readers will learn how to:

Turn customers into lifelong brand ambassadors through customer lifecycle and journey mapping techniques.

Achieve mastery in designing, measuring and implementing customer experience.

Develop the leadership qualities necessary to instil a customer-centric culture across the whole organisation.

Build new sources of brand value by creating products and services that people genuinely love.

Availability

Designing Customer Experiences with Soul: How to Build Products, Services and Brands that People Genuinely Love is now available for purchase on Amazon in Kindle, paperback and hardcover formats:

Kindle (Amazon US)

Paperback (Amazon US)

Hardcover (Amazon US)

For more information, or to request a review copy, please contact: Simon Robinson: [email protected]

About the Authors

Simon Robinson is one of the pioneers of customer experience, co-authoring in 1995 the world’s first article on customer experience strategy. In the 1990s he was the business development manager responsible for smart phones at British Telecom (BT Cellnet/O2) and co-founder of Genie Internet, one of the UK’s first startup unicorns, developed inside BT Group. He continues to innovate to the present day, creating systemic CX frameworks and tools such as the Customer Centricity Strategy Framework, the Holonomic Circle and the New 4Ps.

He is the CEO (Worldwide) of Holonomics with over three decades of experience working with the world’s largest brands across the UK, Europe, North America, South America and Asia in customer experience design, innovation, mapping and implementation of strategy, and organisational transformation.

Maria Moraes Robinson is the CEO (Brazil) of Holonomics and a global leader in strategy mapping and implementation, customer experience and universal human values, working side by side with executives to implement systemic changes in business. She is recognised internationally as a co-creator of the Holonomics Approach to organisational transformation and the Customer Centricity Strategy Framework, and as one of the world’s leading authorities on the Balanced Scorecard methodology, having worked directly on its evolution with its creators, Robert Kaplan and David Norton.

Maria is an advisory board member to several deep tech startups and NGOs based in Brazil and the US, and a Harvard Business Review author. She has been featured in Forbes and recognised as a female leader in technology and business strategy by Authority Magazine (Inspirational Women in STEM), We are Tech Women (Inspirational Women in Tech), Welum (Women who Inspire) and AI Magazine.