In an era when traditional media has lost much of its influence, the key to brand growth has shifted from promotion to experience. Word of Mouth (WOM) has evolved into Word of Mobile, as customers now share their genuine feelings and experiences through their mobile devices, turning their interactions into the most powerful form of marketing.

To inspire customer advocacy, simply fixing pain points is no longer enough; people will not praise you for being error free, but they will share when they feel delighted or rewarded. The real key lies in crafting experiences that deliver value, evoke emotion, and provide visible, shareable cues.

The Customer Experience Offense and Defense Playbook shows you how to master the essence of CX, use Experience Archetypes to design emotionally engaging, share worthy moments, and make your brand seen, remembered, and recommended.