Lean CX: How to Differentiate at Low Cost and Least Risk

In recent years, many companies have realised customer experience (CX) is the new marketing battle ground. Substantial investments have been made to map customer journeys, identify pain points and improve CX to try and create cut-through. Using real world applications to introduce next generation design tools based on proven concepts from strategy, marketing, psychology and creative problem solving, Lean CX: How to Differentiate at Low Cost and Least Risk discusses how to use Lean Management approaches to innovate your customer experience.

This practical book describes how the tools from Lean Management can be applied to the CX innovation problem. The authors draw on hundreds of CX design and strategic innovation projects across a range of industries, both B2B and B2C, from primary research through client work and secondary case studies available in the public domain. The examples include many different vertical industry sectors, including those involving hybrid business models. The cases included share what worked really well and where CX failed. The content goes beyond what actually happened to present an idea of what might be possible with the right design approach and committed resources.

Presents the swarm algorithm which highlights what the next generation of successful organisations might become.
Shows how to overcome the CX change risk and reduce the biggest waste in CX management.
Includes numerous international case examples.

Dr Robert Dew has evolved from physicist to manager to consultant over more than 30 years. He likes to recount the journey as starting from learned autism (undergrad), maturing through corporate cynicism (MBA) to finally getting some sense of what motivates people (PhD). Along the way he has done 50+ start-ups, lectured at eight universities around the world, and chaired the International Society of Professional Innovation Managers (ISPIM) advisory board. As one of the founding partners of CapFeather Global he enjoys helping companies grow by innovating customer strategy and CX.

Dr Bill Russell started out working in B2B and B2C sales, and now teaches innovation and marketing on the world’s #1 MBA for sustainability – while juggling research, consulting, and writing. Some highlights have included five years working in motorsport, a stint as a sales director with Hallmark, and leading the international expansion of Emerald Publishing. He is a boundary spanner, bringing together diverse thinkers to see the world differently. An advocate of the Jobs-to-be-Done approach, he builds CX centred value propositions through researching the social, emotional and functional challenges of users and customers.

Cyrus Allen has been advising large corporates and government owned entities for 10 years on customer strategy and experience innovation. He has led and/or worked on nearly 200 projects across some 100 clients. Cyrus’ deep interest in customer experience innovation emerged from his earlier years in product and brand marketing with organisations including Ericsson, Sony Ericsson, Telstra and ANZ. He wears the scars of having designed and deployed experience innovation and customer-centric change programs with pride. Those scars are what lends Cyrus a pragmatic view to customer experience innovation, and what helps him drive real change with clients.

George Bej has successfully implemented customer focused programs that have led to revenue growth, improved retention and bottom line results. He specialises in accelerating business performance, bringing tools and insights that underpin successful transformation programs. His approach draws on disruption theory, design thinking, entrepreneurialism and innovation. He has worked in senior executive roles in tough markets and has more than 30 years’ commercial experience across a range of industry segments and organisations. Career highlights include roles as CEO of the Australian National Cyber Institute and CREST ANZ, as well as Executive Director of Strativity Group.