All four books are now available in paperback and Kindle formats. Each book combines personal experience, research, cognitive psychology, and behavioral economics to reach new insights. Anecdotes and illustrations help keep them interesting and entertaining.

Compared to most other business books, there is a deep focus on communication. The authors build on behavioral economics and on cognitive psychology theory to propose new ways of communicating strategy and progress to customers, employees and partners. Advice is both deep and intensely practical.

Maurice FitzGerald: Customer Experience Strategy Design and Implementation

You have ideas. Lots of ideas. All of them will make things better for customers. I want to help you to make them happen.
Your CEO says customers are the most important thing. The only thing. And yet, when he talks to employees about priorities for the quarter, you don’t see much for customers. Why is that? He says “We are all responsible for customer experience.” When you look at his staff’s intranet pages, you don’t see customers mentioned as a priority. Why is that?
You would like to change their views and do more for customers. You want to do it quickly. You want to base your approach on facts, not instinct. You may not know much about the subject, so you want to avoid mistakes others have made.
I have faced all of these problems. I have solved them all, perhaps not perfectly. Hopefully you can learn what I learned, and do even better.
You don’t have unlimited resources. This methodology not only shows how to prioritize the work. It also helps you to determine what work to stop, so you have the necessary resources to invest. All of this while making customers happier and more loyal.

Available in all Amazon stores worldwide. Click on the links below for direct access to some.

Here are links to the paperback version in various Amazon stores. I do not expect the paperback to be available other than in the seven stores listed. link, link, link, link, link, link, link

Here are the links to the Kindle version in various Amazon stores. You should be able to find the Kindle version in all Amazon stores. link, link, link, link, link, link, link


Net Promoter System

You know your company can perform better. You want to make it happen. And fast. Your colleagues and friends seem to have great suggestions. You have lots of ideas. Too many ideas. Which ones will make a difference? The customer research you’re getting is just not delivering the goods. There are lots of improvement methods out there. Too many. You need a better solution, one that’s as credible as it is simple – you need NPS.

I remember this one colleague, a woman whose many charms could slay most men. But after a particular marketing meeting she was visibly very distressed. “We had measurements on all these factors,” she told me, “but the CEO blew me out of the water.” “Convince me,” he had apparently said to her, that any of your 40 or so scales actually matter to our largest customers.” Without NPS she had started from the wrong place, and was lucky to keep her job.

“I get it,” a CEO at a different firm told me about NPS. “Finally, there’s one figure that tells me what I really need to know – are we about to grab their customers, or are they about to come for ours?”

The Net Promoter System is the most widely adopted measurement and improvement system on the planet. There is a reason. The reason is its simplicity. It is simple to understand. It is simple to explain. Indeed, there is lots of information about NPS on the web and elsewhere. Too much information.

Which implementation methods work? Which do not? How should you communicate and execute? How can you avoid mistakes others have made? How can you engage customers in your voyage and make them enthusiastic and loyal? How can you move them from saying they will recommend your company to actually doing so?

This book answers these questions and many more. The advice has two qualities: it is full of implementation stories from a recognized expert, and it is accompanied by entertaining drawings from a recognized artist. Maurice implemented NPS when he was VP of Customer Experience at HP. He also manages the largest NPS community on the internet for six months during 2017: The Net Promoter System Forum on LinkedIn with over 23,000 members. Maurice has been a frequent guest on Rob Markey’s Net Promoter System Podcast, with over 10,000 listeners. Peter has a doctorate in cognitive psychology from Oxford, and has exposed his art in three countries.

So here you have it – ‘Net Promoter: Implement the System’ – a straightforward, very readable book. Ask yourself this question (punk*), why would you not want to read a book that could save your job and / or your firm? You are now just a click or two away from all this knowledge. You know what to do next. (Go ahead. Make my day.*)

*Dirty Harry, of course

The paperback version is available on,,,,,, and I don’t expect to be available elsewhere.

The Kindle version is available in all Amazon stores worldwide. Click on the links below for direct access to some. link, link, link, link, link, link, link

Customer-centric cost reduction

You want your company to perform better. You want to reduce costs. You need to reduce costs. You may even be desperate to reduce costs. But when you reduce costs, customers feel it, right? If you cut costs and lose customers, you will need to cut costs again. And again. Soon there will be nothing left to cut. And no customers.

It does not have to be that way.

It does not matter whether you need to cut costs to have money to invest, or simply because you have a profit crunch. No matter what your reason, it can be done without negative customer impact. Some cost reductions may even improve things for customers, making them more loyal. But how?

The book helps you implement the concept of customer-centric cost reduction. It explains how to accurately identify things of little importance to customers. For most companies, there are lots of them. They fall into just a few categories, each of which needs to be addressed in specific ways.

Imagine a world where you reduce costs faster than your competitors. You wind up with more money to invest in growth than your competitors could ever dream of. You can fund your new ideas. Your competitors can’t. This book explains how to do it.

It also explains how not to do it.

I remember walking along with the head of HP in EMEA. His phone rang. It was the CEO of a large Dutch multinational. He was not happy. They had outsourced their internal PC help desk to us. To reduce cost, we had eliminated Dutch as a supported language. Nobody had told the CEO. He had just phone the help desk. He got a nasty surprise. Enough said!

The book is both informative and entertaining. It is accompanied by memorable drawings that drive home many key points. I particularly like the one about the CEO announcing a company-wide travel freeze from the comfort of his corporate jet. (Don’t do this!)

As we say in the book, “There are just 3.5 ways of reducing cost.” You are just one or two clicks from finding out what they are. You know what to do now.

The paperback version is available on,,,,,, and

The Kindle version is available in all Amazon stores worldwide. Click on the links below for direct access to some. link, link, link, link, link, link, link

Kindle cover

Nothing could be simpler. I have something you want, and you’ll pay for it. We do the exchange and walk away happy.

If only. Does business always go as planned? Or are there these random components – humans, if you will – whose nature seems to drive them – us, if you will – to make the simple complex and the easy absurd? If this description sounds like where you work, who you work with, or simply the voice at the other end of the line, then this is the book for you.

You like a good joke. We all do, especially if it’s got that little twist of cleverness, a way of turning things around or even on their heads, of finding the ironic heart in an everyday transaction. Look no further!

But steady! Who says you can have this book? No! You have work to do, you’re a serious, upstanding member of society who spurns all tosh and trivia, unless … yes, you’re almost there … unless it’s educational, uplifting of your mental powers, leading you onward, forward, blah blah blah, goddam it, you can have the book because we have smuggled in some real, proper, business thought, about customer experience and behavioral economics and such (sneaky, huh?), so you can calmly split your sides and all the while be honing your great mind.

But share! If you have the intellect to choose these humble pages and yet soar above them, let others know, send them copies so that they may count you among the wisest. And the soul of wit to boot.

But steady once more! How many pages does this ‘book’ have. Oh, over 100? And who are these jumped-up jackos? They’ve brought out three books on management and customer experience? “In that case, it sounds worthy of my money,” you say, “continue!”

Etc. Buy and read. We know you’ll like it.

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