Customer experience is not defined as investments in strategy or technologies to modernize the customer journey. It is simply the ‘experience’ a customer has (and feels) throughout their journey. Tincher and Newton teach you to see the world through the customer’s eyes to then learn how to make journey’s more relevant, personal and unforgettable.

—Brian Solis
Author of X, The Experience When Business Meets Design

To deliver the best customer experience, you must know everything your customers experience, and that starts with creating a customer journey map. It’s not an option. It’s a must-do, and this is the must-read book for helping you make that happen.

—Shep Hyken
Customer service expert and New York Times bestselling author of The Amazement Revolution

Based on their own research, Nicole and Jim do a great job addressing why, all too often, journey maps fail to become the catalyst for change that they are meant to be. They then outline – with a lot of real-world examples – how you can avoid the mistakes so many others have made…Pay attention! This is an important book to read if you want your mapping efforts to yield the outcomes you expect.

—Annette Franz
CCXP and Founder/CEO, CX Journey, Inc.

Jim and Nicole have been my go-to experts whenever I have journey mapping questions. Their book is that perfect combination of mastery of the subject, relevant real-life stories from the people that lived them, and quantitative survey results. The result is a holistic, easily-digestible view of this important topic.

—Jason Kapel
CCXP and Director of CX, Fortune 100 financial services company

You can’t create customer-centricity until every employee understands what your customers need. In this book, Jim and Nicole share their years of experience at doing this with companies of all sizes and give you a jumpstart on creating a customer-focused culture.

—Frank Berweger
Head of Corporate Sales (America), Lufthansa Technik