Data-Driven Customer Experience Transformation: Optimize Your Omnichannel Approach

by Mohamed Zaki

Overview

We are living in an experience-driven economy, where the customer's experience is paramount and even beloved brands risk losing market share due to a single negative customer experience.

In our technology-led, omnichannel environment, one of the biggest risks for brands is a lack of consistency in their customer experience across digital, physical and social channels. Data-driven Customer Experience Transformation provides insights and frameworks for creating delightful customer experiences across all three channels, by leveraging data and the latest technologies. Using cutting-edge research from the Cambridge Service Alliance, at the University of Cambridge, this book explores the importance of omnichannel customer-centricity across all sectors and takes you on a journey from setting your strategy, through designing and managing your customer experiences in real-time. It explores how AI can be used to identify opportunities and predict engagement, as well as how to use data to understand customer loyalty, forge stronger customer relationships and drive growth.

By combining academic rigour with real-world examples from leading companies such as Microsoft, KFC and Emirates Airline, this book is the ultimate guide to designing and implementing an exceptional data-driven customer experience across all channels, whether you work in B2B, B2C or public services.

Product Details

ISBN-13:	9781398617421
Publisher:	Kogan Page, Ltd.
Publication date:	04/29/2025
Pages:	336
Product dimensions:	6.14(w) x 9.21(h) x 0.00(d)

About the Author

Mohamed Zaki is Professor at the Institute for Manufacturing, Department of Engineering, University of Cambridge and Deputy Director of Cambridge Service Alliance, a research centre that brings together the world's leading firms and academics to address digital service transformation challenges. He has consulted and lectured for over 50 organisations, including Manchester United, Caterpillar and IKEA. He is course leader for the Data-Driven Design for Customer Experience (CX) online course at Cambridge UniversityPress and Assessment.

Table of Contents

** Chapter - 01: Introduction; ** Chapter - 02: Customer experience-centric strategy; ** Chapter - 03: Data-driven customer experience design; ** Chapter - 04: Customer journey; ** Chapter - 05: Customer delight; ** Chapter - 06: Customer experience design challenges; ** Chapter - 07: Customer experience measurements; ** Chapter - 08: Customer loyalty; ** Chapter - 09: Customer engagement; ** Chapter - 10: Personalized experience; ** Chapter - 11: Brand equity; ** Chapter - 12: Data-driven business models; ** Chapter - 13: Conclusion and future outlook;

Editorial Reviews

"Data-Driven Customer Experience Transformation" really eye-opening. The book does a great job of making complex research digestible without oversimplifying it. It gives you concrete tools you can use right away while still diving deep into the theory behind them. Whether you're working in the field of CX or studying it, you'll get a lot out of this - it's rare to find a book that serves both audiences so well. If you're involved in customer experience and AI work, I'd definitely pick this up"

Dr Jan Bluemel

"This publication represents a major leap forward in the professionalisation of Customer Experience Management. Zaki addresses the popular themes of our time, like seamless omnichannel experiences and customer delight, and sets out practical, data-backed approaches to realise value in the real world, beyond the buzzwords. An essential handbook for all customer experience professionals"

Nicholas Clark

"This is a must-read for anyone that truly wants to understand how to delight their customers. Mohamed has been working in this field for over a decade and his hands-on real life experience shines through in this book. You will definitely takeaway things that change your perspective on how to execute your customer strategy."

Charlotte Mitchell

"This book is a must-read for any business serious about customer experience in the digital era. It provides a practical guide for using data and AI to truly understand and delight your customers."

Dr Franziska Bell

"Thought-provoking and practical in equal measures, helps you cut through the noise surrounding AI and CX to decide where to focus for your business goals."

Dr Robert Bates

"Mohammed Zaki specializes in using data and AI to analyse customer sentiment about products and services. This book is essential for those seeking competitive advantage through customer insights and modernizing their organization's approach"

Ashish Gupta- Chief Growth Officer

"A detailed, practical and interesting examination of the opportunity digital technologies provide in creating differentiated customer experiences. The book usefully explores the role of data in driving solution efficacy and adoption as well as providing insight into the potential of AI"

Robert Christmas

"This book is a practical guide for organizations and governments navigating digital transformation. It is a blueprint for businesses and governments leveraging data-driven insights to optimize omnichannel strategies. Through well-researched case studies, Dr. Zaki shows how digital technologies, AI, and analytics reshape customer journeys. His ability to distil complex concepts into actionable strategies makes this work indispensable for business leaders, policymakers, and CX professionals. It will shape the way businesses and governments design, manage, and measure customer and citizen interactions."

Hassan Al-Ibrahim

"In an era where customer experience is the key differentiator, this book is an essential guide for leaders looking to harness data for meaningful impact. Prof. Mohamed Zaki masterfully bridges the gap between theory and practice, offering actionable insights to seamlessly integrate the digital, physical, and social realms of customer journeys. Having led multiple experience-driven digital transformations, I see this book as an indispensable resource for businesses striving to lead with CX effectively."

Dr Gautam Jha

"Data-Driven Customer Experience Transformation" is an insightful and timely guide for organisations striving to navigate the evolving landscape of customer engagement. By combining practical frameworks with data-driven strategies, Prof. Mohamed Zaki expertly addresses integrating digital, physical, and social dimensions to create seamless and impactful customer journeys. This book is invaluable for leaders seeking to drive sustainable growth through innovative, customer-centric approaches to experience design."

Mohamed Elmasry