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The Authors.

Meet the authors.

meet the authors graphic

Meet Paul Hague.

I have spent a lifetime asking buyers and specifiers in business "Why did you choose this supplier?", "What would make you switch to another company?", "How could this company improve its offer to you?" This has provided a huge stock of examples of how to improve customer experience.

paul hague

Experience & Practical Advice

We know every company seeks to deliver excellent customer experience. But experiences are inconsistent and disjointed in B2B companies.


Our book shows how to build the very best customer service in a B2B organisation. We discuss the foundations of good customer service, the strategies that deliver great customer service, and the small but important tactics that will make your customer experience truly exceptional.

Oh, and while I have you, can I interest you in my latest book called The Business Models Handbook and it contains an A to Z of the most useful frameworks for analysing business problems - from Ansoff to Value Net. Take a look on Amazon.

"Learn from yesterday, live for today, hope for tomorrow. The important thing is not to stop questioning."

Albert Einstein

b2b customer experience book

Meet Nick Hague.

We are hard wired to listen to stories. Stories put things in context.


They have characters, morals and make things colorful. Which means they enliven interest. I've always enjoyed conjuring up stories and our book is full of them.

nick hague

Storyteller at Heart

I have spent my business life in preparation for the book.  I have interviewed hundreds of business people to find out their stories. These are shared in the book. They provide superb examples of how people are delivering the very best (and sometimes not the best) customer experience.


I am delighted to have been named a Top 10 CX influencer over the last few years by Customer Experience Magazine (CXM).

Oh yes, just as my Dad has encouraged you to dig further into his interest in business frameworks, can I take this opportunity to let you know about my podcasts. Check them out on the "World's Greatest Business Thinkers Podcast".  Underpinning all these very informative discussions is the importance of offering world class customer experience.

The book.

Great customer experience is all about achieving the right emotional response. The book shows how little, often unexpected things, can make a big difference. Our focus is on the culture and structure of customer experience strategies.

b2b customer experience book
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