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<p>Foreword vii</p> <p>Acknowledgments xi</p> <p>Introduction: Rocking Horses Don’t Belong in Boardrooms 1</p> <p><b>Part One Principal 13</b></p> <p>1 The Peppered Moth 17</p> <p>2 The Chicken KPI 31</p> <p>3 The Queen’s Gambit 59</p> <p><b>Part Two The Crew 103</b></p> <p>4 Make Every Shot Count 107</p> <p>5 Row the Boat in Time 141</p> <p><b>Part Three The Season 169</b></p> <p>6 Turn Headwinds into Tailwinds 173</p> <p>7 It Will Rain on Your Parade 195</p> <p>8 Go for the Albatross 235</p> <p>Conclusion 265</p> <p>Epilogue 271</p> <p>About the Authors 279</p> <p>Index 285</p>

<p><b>Richard Lees</b> is Chief Strategy Officer for Merkle and dentsu's EMEA Customer Experience Management service line. He has over 30 years of experience applying data to solve business challenges, equipping clients to deliver targeted, personal experiences.</p> <p><b>Azlan Raj</b> is Chief Marketing Officer for Merkle and dentsu's EMEA Customer Experience Management service line. He positions and works across all of dentsu's commerce, data, and technology platforms, including analytics, media, customer experience, content, and B2B.</p>

<p><b>Understand what’s required to deliver top-of-the-line customer experiences</b></p> <p>As organizations around the world do their best to deliver meaningful, effective, and efficient customer experiences, many are encountering difficulty translating their actions into progress. These businesses find that, despite a plethora of initiatives, programs, and plans, inclusive and excellent customer service remains stubbornly out of reach. <p>In <i>Shift: Transform Motion into Progress in Business, </i>Chief Strategy and Marketing Officers at Merkle and dentsu offer business leaders a practical and coherent approach to creating the consistently exceptional customer experience that would set their business apart from the competition. <p>The authors link three key themes—a clear vision with clear performance indicators, an aligned team, and a deep understanding of the marketplace—and outline their importance in the quest for the ideal client experience. They explain the importance of measuring progress through the eyes of the customer and ensuring that the measures that matter to customers are improving. <p>A necessary addition to the reading lists of innovation and business development professionals, <i>Shift </i>deserves a place on the bookshelves of managers, executives, and other business leaders attempting to set their organization apart from the competition.

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