Creating impactful customer experiences is at the core of a company’s business model. However, the principles behind it are often misunderstood and driven by intuition rather than grounded in scientific knowledge. The Customer Science Handbook provides a systematic, powerful, and practical approach to designing transformative customer experiences.

Building on decades of research from psychology, behavioral economics, and marketing, this book offers insights into the forces that shape customer behavior. It reveals proven principles employed by leading marketing companies and demonstrates how to systematically design and implement customer strategies that achieve measurable results.

The central framework of this book is the Customer Experience Canvas, which maps out the key stages of the customer experience and highlights strategies for managing each stage effectively. From triggering a latent need and engaging customers to designing memorable consumption experiences and fostering loyalty, this book equips you with the tools to create lasting customer value.

Book Information
Published March 2025 (2nd Edition) | ISBN: 9781936572847 (Paperback); 9781936572885 (Hardcover)
Amazon.com | Apple Books | VitalSource
Bookstores can place orders with Ingram or Cerebellum Press
Permissions can be obtained from Copyright.com, Study.Net, and Cerebellum Press

TABLE OF CONTENTS

CHAPTER 1: MANAGING THE CUSTOMER EXPERIENCE
Managing the Customer Experience: From Intuition to Science
The Customer Experience as a Process
Designing the Customer Experience
Using Behavioral Science to Manage the Customer Experience
Spotlight: Behavioral Science in Business Markets
The CX Canvas: The Big Picture

CHAPTER 2: DESIGNING MEANINGFUL TRIGGERS
Needs and Triggers
Triggers as Action Drivers
Utilitarian Triggers
Emotional Triggers
Identity Triggers
Spotlight: Maslow’s Theory of Human Needs
The CX Canvas: Triggering a Need

CHAPTER 3: CREATING AN ENGAGEMENT MINDSET
Thinking Fast and Slow
Drawing Attention
Focus, Primacy, and Fluency
The Power of Associations
Managing Customer Involvement
Spotlight: Engaging Customers with Storytelling
The CX Canvas: Creating Awareness

CHAPTER 4: DESIGNING AND COMMUNICATING CUSTOMER VALUE
The Essence of Customer Value
Reference-Point Dependence
Loss Aversion
Diminishing Marginal Value
Functional, Psychological, and Monetary Value
Thinking in Categories
Drawing Inferences
Spotlight: Creating Value in Business Markets
The CX Canvas: Designing and Communicating Customer Value

CHAPTER 5: CRAFTING THE CHOICE ARCHITECTURE
Thinking and Deciding
Choice Based on Reasons
The Invisible Influence of Choice Context
Choice Overload and Decision Fatigue
The Power of Defaults
Spotlight: Decision Making in Business Markets
The CX Canvas: Crafting the Choice Architecture

CHAPTER 6: BEHAVIORAL NUDGING
From Choice to Purchase
Action Drivers and Action Barriers
Cognitive Barriers
Emotional Barriers
Implementational Barriers
Spotlight: The Psychology of Persuasion
The CX Canvas: Nudging Customers to Act

CHAPTER 7: ORCHESTRATING THE CONSUMPTION EXPERIENCE
Consumption as an Experience
Managing Consumption
Overcoming Habituation
Fostering Emotional Engagement
Creating Memories
Spotlight: Identifying Service Gaps
The CX Canvas: Orchestrating the Consumption Experience

CHAPTER 8: MANAGING CUSTOMER LOYALTY
Understanding Customer Loyalty
Functional Loyalty
Emotional Loyalty
Identity Loyalty
Behavioral Loyalty
Spotlight: Managing Dissatisfied Customers to Build Loyalty
The CX Canvas: Managing Customer Loyalty

CHAPTER 9: GATHERING CUSTOMER INSIGHTS
Market Research as a Source of Customer Insights
Defining the Business Problem and Formulating the Research Question
Designing Exploratory Studies
Crafting Experiments to Establish Causality
Conducting Descriptive Research
Interpreting the Research Findings and Solving the Business Problem
Spotlight: Popular Customer Research Scales and Methods