Customer Transformation: A 7-stage strategy for customer alignment and business value (Author Interview)

Can you tell us a little about your book?

My book, 'Customer Transformation,' delves into the essence of aligning business strategies with evolving customer needs. Drawing from diverse case studies and a seven-stage strategy, it underscores the importance of a human-centric approach in today's digital age.


What type of reader did you write the book for?

I wrote this book primarily for executive leaders, entrepreneurs, and decision-makers eager to pivot their businesses towards a more customer-centric model.


What do you hope readers will get out of reading your book?

I hope readers gain a deeper understanding of the dynamic relationship between businesses and customers, learning strategies to foster meaningful, adaptable, and lasting relationships in our ever-evolving digital world.


How did you decide on your books title and cover design?

The title is in reference to the term I coined back in 2016, when I developed a conceptual framework for helping businesses refocus on their customers. The definition of Customer Transformation and the framework are the central point of the book.  The cover is meant to be fun, and pointed, demonstrating that companies are looking at customers as nothing more than a number.


What advice do you have for fellow writers-other than run!?

Write. Keep writing, and keep practicing, and then write some more. Find something you love to talk about, that you are passionate about, and write about it. Don’t stop writing.


Were their experiences in your personal life or career that came in handy when writing this book?

Absolutely. Every chapter has a personal story that brought the Customer Transformation framework to life.  Everything from ordering a pizza, to insightful conversations and meetings I had with companies when I worked for Google.

How would you describe your writing style? Which writers or books are you similar too?

I’m sure there are other authors out there that I gravitate towards in style, but I love all types of writing styles – from Shakespear to Superman comics. Find inspiration in everyone’s works of passion and then find a way to apply it to your style. No different than looking for inspiration for your company in industries outside of your own.

Did anything stick out as particularly challenging when writing the book?

Time. At some point I kept wanting to add something new, or I remembered a story. You have to keep your timeline in check. Write to complete it, and then wrap it up and move on.


What do you like to do when not writing?

Watch movies. Love movies.


Where can readers find out more about your work?

You can find me at my website, – my social media accounts, blog, podcast, videos, and books are all available there.