The Ten Principles Behind Great Customer Experiences

It’s time for the first summer term of the 2013 GsD program, and what better place to start than a survey course. For the next few weeks, I will be listing a broad overview of some of the best literature in the field of customer service. It’s only an introduction to whet your appetite – the application to the world of Guest Experiences for churches will come in the second summer term!

2013 GsD Summer Term 1

Survey of Customer Experience Literature

Text: The Ten Principles Behind Great Customer Experiences

Author: Matt Watkinson

Synopsis: Customer experience matters now more than ever. Ten Principles is a book written for results, providing practical advice that is easy to implement. The Ten Principles Behind Great Customer ExperiencesEffortless and fun to read, the principles espoused will work for any product or service, however large or small the organization. A set of companion worksheets found on the author’s website are useful for putting the ideas found in Ten Principles to work immediately. Useful for both managers and front-line team members, Ten Principles will help you create a great customer experience.

The Ten Principles

  • Great customer experiences strongly reflect the customer’s identity
  • Great customer experiences satisfy our higher objectives
  • Great customer experiences leave nothing to chance
  • Great customer experiences set and then meet expectations
  • Great customer experiences are effortless
  • Great customer experiences are stress free
  • Great customer experiences indulge the senses
  • Great customer experiences are socially engaging
  • Great customer experiences put the customer in control
  • Great customer experiences consider the emotions

About the author

Matt Watkinson is a designer and consultant who helps businesses get their customer experience right. He has worked with household names, design agencies and management consultancies at home in the UK, in Europe, and America. Learn more about Matt at

Guestology – the art and science of knowing and understanding your guests – is a term originated by Bruce Laval of the Walt Disney Company. The use of GsD is a tongue-in-cheek acknowledgment that organizations who really want to understand and deliver a WOW Guest Experience need to study the best practices and principles in use today, and then adapt them to the context of their own environment.

the GsD (Doctor of Guestology) journey: Summer 2013