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5 Must-Read Books on Customer Experience to Make Better Loyalty Programs

"When the customer comes first, the customer will last." says Robert Half. That's true! Nearly 75% of business leaders reported a direct link between customer service and business performance. Sharing 5 best reads on improving your customer experiences to improve your CLTV.


Erika Rykun

5 Min Read

April 03, 2023

Customers today have higher expectations than ever before.


According to HubSpot, 88% of its survey respondents agreed with this statement. Meanwhile, nearly 80% said customers are now more informed than they were in the past.


Customer experience is everything in the world of business. An excellent experience leads to customer satisfaction and loyalty. Meanwhile, a bad one can drive customers away from a brand. So, big companies and small and mid-sized enterprises (SMEs) should keep up with the top trends for consumer engagement and customer loyalty.


One way to enhance the customer experience is by offering loyalty programs. In fact, three-fourths of consumers prefer a brand with such programs. But to create these, you must deeply understand what your customers need and want. That’s where reading comes in.


Fret not; we’ve rounded up five must-read books on customer experience. Read on to learn how to make better loyalty programs.

Top 5 Books on Customer Experience To Read for Creating Effective Loyalty Programs

Zendesk highlights that you should “put customers at the top to improve your bottom line.” Nearly 75% of business leaders reported a direct link between customer service and business performance. Here are some interesting facts and figures about customer experience:


  • 93% will spend more on companies offering their preferred customer service options.
  • 90% will spend more on businesses providing personalized customer experiences.


As such, driving better customer experiences is the top priority of 57% of companies in the next 12 months. What better way to achieve this objective than to offer loyalty programs as part of your strategies? They can help acquire new customers for your business and retain them for good.


We’ve scoured the literary world to bring you the top five books on the customer experience that will help you do just that. Read below.


1. CUSTOMER LOYALTY: How to Earn It, How to Keep It by Jill GriffinCUSTOMER LOYALTY - Jill Griffin

As the name suggests, this book is a practical guide to winning and keeping customers for good. The book offers practical advice for businesses of all sizes, with case studies and examples.


Griffin stresses the value of understanding customer needs and preferences. She cites that companies should personalize the customer experience to meet those needs. She also provides guidance on measuring customer loyalty and using customer feedback to improve the customer experience.


Priyam Chawla, Marketing Manager at Jolly SEO, takes customer loyalty in a different light. “It is not just a result; it is a journey. Earning and keeping such loyalty requires relentlessly focusing on customer needs and desires. It’s a continuous process requiring passion and commitment to excellence in every interaction.”

2. THE NORDSTROM WAY TO CUSTOMER EXPERIENCE EXCELLENCE: Creating a Values-Driven Service Culture by Robert Spector and BreAnne O. Reeves

This book provides an in-depth look at the customer-centric culture of Nordstrom. Nordstrom is one of the world’s most successful retailers. It has set the standard for customer happiness amid the other department store competitors.


The authors highlight creating a values-driven organization that prioritizes customer service. It shows some examples from Nordstrom itself and even other companies. It also shares some valuable insights from industry experts.


Jerry Han, CMO at PrizeRebel, recommends fostering a customer-focused organization. “As a business leader, you should encourage your employees to put customers at the center of everything they do. Delivering exceptional customer experiences is not just a goal; it should be a way of life.”

3. UNCOMMON SERVICE: How to Win by Putting Customers at the Core of Your Business by Frances Frei and Anne Morriss

This book provides a framework for creating exceptional service experiences. The book suggests focusing on some revenue-generating tasks while giving less time and energy in other areas. That is because you can’t simply do exceptionally well in everything.


The authors argue, however, that businesses should prioritize customer service to succeed in today’s competitive marketplace. The book also provides examples of companies having implemented this unique strategy.


Tom Golubovich, Head of Marketing & Media Relations at Ninja Transfers, suggests being tactical in business strategies. “In a world where customers have more options than ever, delivering not the usual service is the key to winning loyalty. That will set your business apart from the rest and help you acquire and retain customers for the long term.”

4. CUSTOMER SATISFACTION IS WORTHLESS, CUSTOMER LOYALTY IS PRICELESS: How to Make Customers Love You, Keep Them Coming Back and Tell Everyone They Know by Jeffrey Gitomer

The author believes that customer loyalty is the key to long-term success. As such, Gitomer challenges us to go beyond customer satisfaction and aspire to achieve customer loyalty.


The book includes tips on winning customer loyalty through effective communication, follow-up, and problem resolution. Its Customer Service Self-Evaluation Test is one of the most effective tools in the book. It provides an honest review of your strengths and weaknesses in customer service.


Jesse Hanson, Content Manager at Online Solitaire, emphasized establishing long-term customer relationships. “Customer satisfaction is merely a baseline for success, but customer loyalty is the ultimate measure of greatness. It means going above and beyond the customers’ expectations to earn their loyalty.”

5. HUG YOUR HATERS: How to Embrace Complaints and Keep Your Customers by Jay Baer

This book offers a practical guide to managing customer complaints. Baer emphasizes the importance of responding promptly and empathetically to all complaints, regardless of the channel received.


The book includes case studies and examples from a variety of industries. It provides practical advice on how to turn unhappy customers into loyal advocates.


Amy De La Fuente, Director of Public Affairs at Bosco Legal Services, encourages the value of getting customer feedback. “Complaints are not curses; they are opportunities. It’s not something to be feared or avoided. Rather, it’s a chance to engage with your customers and turn their negative experiences into positive ones.”

Boosting Customer Experience and Earning Customer Loyalty


Creating loyalty programs that delight customers and drive sales revenue is crucial to running a successful business. As such, consider the top books for customer experience above to help you create loyalty programs. They offer valuable insights to help you win new customers and keep them for good.


By reading and learning from the experts, you can boost the customer experience and earn customer loyalty in time. Start reading today and take your customer service and loyalty programs to the next level. That will make a world of difference in your business growth and success!



Erika Rykun

Erika Rykun is a book nerd and editor at When she's not busy reading books, she writes about them.

Aauthor Name

Erika Rykun

Erika Rykun is a book nerd and editor at When she's not busy reading books, she writes about them.

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