Customer to Human: The CX Factor in Modern Business

Modern business has changed forever, becoming more customer-centric, and we need clear road-maps to navigate this world. Customer experience-or CX-is every interaction a customer has with your business. It’s neither the product nor the service-it’s a combination of both. Murali Balaraman has over twenty-five years of experience in multiple roles, as a banker, as part of the IT industry and as a management consultant and adviser, interacting with global leadership across five continents. Customer to Human weaves together the learnings he has drawn from the industry, ranging from Fortune 500 companies to tiny neighbourhood businesses. In this anecdotal account of successes and failures in CX, it becomes clear that customers are the most important part of any business structure. With over 150 individual, easy-to-read and diverse case studies, it presents a revolutionary approach to CX and the individual customer journey. The book provides a practitioner’s point of view, with actionable suggestions and pragmatic concepts that will come in handy no matter what part of the business you work in.