95 percent of every decision your customers make happens before they are even aware they are making it. Your quarterly report does not capture that. Your NPS dashboard does not explain it. With a foreword by futurist Brett King, this book draws on Shailesh Grover's thirty years across Silicon Valley start-ups, AT&T, Barclays in nineteen markets, Hong Leong Bank across Southeast Asia, and the emerging world of AI. Drawing on behavioural psychology, neuroscience and three decades of real-world transformation, Grover explores why customers choose, stay, leave and advocate, often for reasons they cannot consciously explain. He shows why NPS is a photograph, not a relationship; why customer satisfaction is not loyalty; why trust is built through thousands of seemingly insignificant moments; and why AI will amplify everything organisations already get right, and everything they get wrong. The book moves from WHY customers really behave as they do, through WHAT separates brands people love from those they merely tolerate, to HOW customer obsession becomes an operating model rather than a slogan. Then comes FUTURE: the customer experience of an AI-powered world, stage by stage across banking and air travel, and Dark Engineering, the invisible operational capability that must sit underneath AI before businesses can trust it with their customers.
Foreword by Brett King — The Context — Psychology of the Human Mind — When CX Becomes Personal — Same Planet, Different CX — The Mindset Trap — The CX Manifesto — Irreversibly Obsessed — Decades of Good Intentions. ‘AI’ Just Removed the Last Excuse. — Perpetual Edge — Research References
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