The Customer Science Handbook delivers a systematic and practical approach to designing transformative customer experiences. Drawing on decades of research in psychology, behavioral economics, and marketing, it offers insights into the key forces that shape customer behavior. It reveals proven principles used by leading marketing organizations and shows how to design and implement customer strategies that drive results.

At the core of the book is the Customer Experience Canvas, a framework that maps the key stages of the customer experience and outlines strategies for managing each stage effectively. From triggering latent needs and engaging customers to crafting memorable consumption experiences and building loyalty, it provides the tools needed to create lasting customer value.

Book Information
Published March 2025 (2nd Edition) | ISBN: 9781936572847 (Paperback); 9781936572885 (Hardcover) | 9781936572854 (e-book) | Permissions can be obtained from Copyright.com, Study.Net, and Cerebellum Press
Book: Amazon.com
E-book: Amazon.com | Apple Books | VitalSource
Audiobook: Audible | Companion PDF file
AI-Generated Podcast: MarketingToolbox.com

Table of Contents
Chapter One: 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 Two: 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 Three: 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 Six: 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 Seven: 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 Eight: 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 Nine: 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