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100 Practical Ways to Improve Customer Experience: Achieve End-to-End Customer Engagement in a Multichannel World

by Martin Newman and Malcolm McDonald Kogan Page
Pub Date:
Pbk 304 pages
AU$54.99 NZ$56.52
Product Status: In Stock Now
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Virtually all consumer-facing businesses talk about putting the customer first, but in reality, few deliver on this as effectively as they could. 100 Practical Ways to Improve Customer Experience walks readers through a wealth of practical tips, tools, guidelines and frameworks, for implementing customer-focused marketing strategies at every step of the customer journey. By ensuring that the customer remains the key focus, companies can identify areas in need of improvement and implement relevant steps throughout the value chain.


A unique blend of strategy and best practice, 100 Practical Ways to Improve Customer Experience has a particular focus on multi-channel industries such as retail, FMCG, travel, financial services, leisure, food and beverage, and automotive. These industries are all facing major disruption from trendsetting brands such as Uber, AirBnB and Amazon, and as such, now face more pressure than ever to adopt new practices and remain relevant in a continually competitive marketplace. Featuring case studies packed full of practical examples, this book is a unique and valuable resource for any marketing student or professional.

    • Chapter - 01: Put the Customer First - If You Don't, Someone Else Will;
    • Chapter - 02: Amazon, Alibaba and Other Marketplaces are Taking Your Market Share;
    • Chapter - 03: Removing Friction from the Customer's Journey in all Consumer Sectors;
    • Chapter - 04: How to be Disruptive in Your Own Business;
    • Chapter - 05: The Role of the Store in Customer Experience and its New Footprint;
    • Chapter - 06: We Live in a Hyper Local World where Mobile is Key;
    • Chapter - 07: Organizational Design which puts the Customer First;
    • Chapter - 08: Staff Empowerment and Cultural Change from the Top;
    • Chapter - 09: Conscious Consumption Matters to Millennials;
    • Chapter - 10: To Retain Customers, Retailers must Become Service Providers;
    • Chapter - 11: Winning the Hearts and Minds of Customers in International Markets;
    • Chapter - 12: Customer-Centric Marketing Communications;
    • Chapter - 13: A New Framework for the Marketing Mix - 'The Customer Mix or 6W's';
    • Chapter - 14: Strategic Social Media and its Importance to the Whole Organization;
    • Chapter - 15: The Impact of AI, Virtual Reality, Machine Learning and Voice on Customer Experience;
    • Chapter - 16: The Rise of the 'Ations' in Driving Differentiation in the Customer Journey;
    • Chapter - 17: Key Drivers for CRM and the Customer Experience;
    • Chapter - 18: Understanding Customer Behaviour - Turning Data into Actionable Insight

Martin Newman is recognised globally as one of the foremost authorities on eCommerce and Multichannel retailing. Widely considered a thought leader, Martin Newman is the founder, and Chairman of one of the fastest growing Global e-commerce & multi-channel consultancies, Practicology, and is an experienced Non-Executive Director sitting on the boards of White Stuff and Conviviality plc.

Martin Newman has headed up the Multichannel operations of some of the world's leading brands including Burberry, Intersport, Pentland Brands (Speedo, Berghaus), Harrods and Ted Baker, and he was listed in Retail Week's top 50 eTail Power List for 5 years in a row and was recently named in the top 20 of Retail Insiders top 100 Retail movers & shakers.

Martin Newman is Chairperson annually at a host of Industry events and regularly travels around the world to deliver keynotes about the current and future state of Multichannel retailing and global eCommerce trends.

Professor Malcolm McDonald enjoys a global reputation as a leading authority on marketing. He was until recently Professor of Marketing and Deputy Director at Cranfield University School of Management, and is now an Emeritus Professor at the University as well as being an Honorary Professor at Warwick Business School. He has been consultant to many major companies from the United Kingdom, Europe, USA, Far East, South-East Asia, Australasia and Africa, in the areas of strategic marketing and marketing planning, market segmentation, key account management, international marketing and marketing accountability. Malcolm is also Chairman of six companies and works with the operating boards of some of the world's leading multinationals on all continents. He has written over 40 books including the best-selling Marketing Plans: How to prepare them, how to use them.