Customer Transformation

About the Book

In a rapidly evolving digital landscape, consumers expect more. Even with the array of data available, the need for a personalized and human-centric approach remains at the core of effective customer relations. Chris Hood, a former Google platform innovation and digital strategy expert with over 35 years of experience in business development, delves into this dynamic interplay in ‘Customer Transformation.’

As a thought leader, Hood develops a comprehensive guide for leaders to transform processes, organizational culture, and technologies to align with their customers’ ever-evolving needs and aspirations. The book lays out a groundbreaking seven-stage strategy for attaining customer alignment. This journey commences from a deep empathetic understanding of the customer’s perspective, incorporates the strength of people interfaces, and culminates with transformation alignment to ignite business value.

‘Customer Transformation’ demystifies the critical components for leveraging empathy, innovation, and digital acceleration, the cornerstones of today’s most prosperous businesses. The book provides more than just a strategy; it is a blueprint for nurturing dynamic, long-term relationships that are adaptable and evolve with changing customer needs. Using case studies from industry powerhouses like Disney, Zebra Technologies, Uber, Bank of America, Shark Tank, Anheuser-Busch, ING Bank, Google, Lego, and more, Hood provides practical insights into successful customer relationship transformation. He presents a lucid model for infusing an “emotional” layer into any digital strategy to enhance consumer engagement and loyalty.

As consumer needs, preferences, and expectations shift at an unprecedented rate, businesses must adapt and realign with these changes to retain market relevance. ‘Customer Transformation’ equips executive leadership, entrepreneurs, directors, and decision-makers with the tools needed to pivot, adapt, and, most importantly, keep customers at the center of every decision. This book is an invaluable guide for sustainable growth and molding organizations that exceed customer expectations in this digital era.

About the Author

Chris Hood is an internationally recognized voice, thought leader, and digital strategist with over 35 years of experience in online entertainment and marketing for TV, Film, Music, and Video Games. Today, he hosts The Chris Hood Digital Show and works with companies worldwide to develop digital and innovation acceleration strategies based on his book ‘Customer Transformation.’ Previously, Chris worked as the Head of Digital Business Strategy & Platforms for Google, where he engaged with Fortune 500 companies to create customer-centric transformation programs and build cultures that accelerated business value. While at Google, he launched and hosted the weekly business podcast That Digital Show. Chris also worked as a Director for Fox Broadcasting, developing storytelling technologies and innovating new mechanisms for viewers to engage with television content for shows like Glee, Gotham, Sleepy Hollow, The X-Factor, and American Idol. His work included developing TV Everywhere products and interactive media platforms for streaming services. In his spare time, Chris teaches in the Business and Information Technology departments at Southern New Hampshire University.

Qn 1: Can you tell us more about your book What is it about?

‘Customer Transformation’ delves into the heart of the evolving relationship between businesses and their customers in today’s dynamic digital landscape. While we are swamped with data and digital capabilities, there’s a pressing need for a personalized, human-centric approach at the core of every customer interaction. Drawing from my experiences and observations over 35 years, including my tenure at Google, the book outlines a comprehensive seven-stage strategy for businesses to align with their customers’ ever-changing needs and aspirations.

The book’s essence is not just about employing cutting-edge technology but truly understanding and empathizing with customers, nurturing dynamic relationships that adapt to their changing needs. It ensures businesses infuse an emotional layer into their digital strategies, enhancing engagement and loyalty. To put these ideas into context, I’ve incorporated real-world case studies from industry titans like Disney, Uber, Google, and more, showcasing practical insights and success stories in transforming customer relationships.

‘Customer Transformation’ is a blueprint for sustainable growth in the digital era. It equips leaders and decision-makers with tools and strategies to keep customers at the heart of every decision, ensuring their businesses remain adaptable, relevant, and most importantly, beloved by their customers.

Qn 2: Who do you think would be interested in this book, is it directed at any particular market?

‘Customer Transformation’ is designed for a broad audience but will be especially valuable for executive leadership, entrepreneurs, directors, and decision-makers across industries. While the insights and strategies presented are universally applicable, they are particularly pertinent to those at the helm of shaping their organization’s direction, digital strategy, and customer engagement tactics.

However, this is not solely a book for the upper echelons of management. Middle management, team leads, and even frontline employees can benefit from understanding customer alignment’s core tenets and empathy’s importance in the digital age. Whether you’re in retail, finance, technology, healthcare, or any sector striving to enhance customer relations in an increasingly digital world, the principles laid out in the book can provide valuable guidance.

Moreover, small business owners who might need more resources than industry giants but are looking for agile, practical strategies to connect with and retain their customer base will find the book immensely useful. It’s a guide for anyone keen on navigating the complex dance of human emotions and digital strategy to ensure sustainable growth and customer loyalty in today’s rapidly changing business landscape.

Qn 3: Out of all the books in the world, and all the authors, which are your favourite and why?

From the classics, Lewis Carroll’s whimsical worlds have always fascinated me, providing an escape into the delightful absurdities of imagination. With his dark, brooding tales, Edgar Allan Poe has been a source of intrigue, offering a deep dive into the complexities of the human psyche. Shakespeare’s profound understanding of human nature, emotions, and societal intricacies is unparalleled, making his works timeless and forever relevant. Mary Shelley’s ‘Frankenstein’ remains a poignant exploration of human ambition and its consequences, while Alexandre Dumas has enthralled me with his tales of adventure, honor, and justice. The allegorical tales of C.S. Lewis and the adventurous spirit of Robert Louis Stevenson – each of these authors has, in their unique way, shaped my appreciation for literature and the myriad ways in which stories can reflect and shape our understanding of the world.

From a business perspective, Malcolm Gladwell’s knack for observing and articulating societal patterns has often provided me fresh insights into understanding market dynamics and human behavior. Daniel Kahneman’s exploration of human judgment, decision-making, and behavioral economics in ‘Thinking Fast and Slow’ has deeply influenced my understanding of consumer psychology. Clayton Christensen’s disruptive innovation theories have been foundational in shaping modern business strategies, and Kim Scott’s ‘Radical Candor’ offers an invaluable guide to leadership and communication.

In essence, each of these authors, whether from fiction or business, has expanded my horizons, challenged my perceptions, and enriched my understanding of the world and the intricate dance of human behavior within it.

Qn 4: What guidance would you offer to someone new, or trying to enhance their writing?

Cultivating one’s writing, like the central theme of ‘Customer Transformation,’ is an ever-evolving journey. It’s about aligning oneself with the audience, adapting to feedback, and being open to change. Here’s how I see the parallels:

  1. Deep Empathetic Understanding: Just as businesses must start by deeply understanding their customers, writers should seek to understand their readers. Who are they? What do they seek in a piece of writing? What emotions or insights are you hoping to evoke in them? Begin with a genuine curiosity about the reader’s perspective, and it will guide your voice and content.
  2. Iterate and Adapt: Much like businesses in the digital era need to pivot based on consumer feedback, writers, too, must be open to critique and willing to refine their work. The initial draft is rarely the final masterpiece. It’s through revisions, feedback, and self-reflection that a piece truly comes to life.
  3. Infuse Emotion: My book emphasizes the importance of an emotional layer in digital strategies. Similarly, the most impactful writing often resonates on an emotional level. Whether it’s a business article, a novel, or a short story, connecting emotionally with your readers ensures they’re engaged and invested in your narrative.
  4. Stay Current: In ‘Customer Transformation,’ I discuss the need for businesses to adapt and align with changing customer needs. In the writing world, this translates to staying updated with evolving literary trends, linguistic shifts, and cultural dialogues. By doing so, you ensure your writing remains relevant and resonant.
  5. Continuous Learning: The digital landscape in business is ever-changing, and the same can be said for the literary world. Attend workshops, read widely, engage with other writers, and never stop learning. There’s always a new technique, perspective, or style to explore.
  6. Authenticity is Key: In an age where consumers crave genuine connections, authenticity in writing is paramount. Be true to your voice. While adapting and growing is essential, always retain the essence of who you are as a writer.

To someone new or aiming to enhance their writing: Embrace the transformation journey. Much like businesses today, your writing will thrive when it’s adaptable, genuine, and deeply attuned to its audience.

Qn 5: Where can our readers find out more about you, do you have a website, or a way to be contacted?

My book, blog, podcast, videos, and social can all be found there.

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