How to Wow & Punk CX

How to Wow

Full of practical tips, inspiring insights and interviews with a wide range of leaders and entrepreneurs, the best-selling How to Wow reveals all you need to deliver a world-class customer experience.

Covering both the customer and business side of the equation, you’ll learn how to attract new customers, design a leading customer experience and quickly resolve a wide range of problems, plus much more.

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Punk CX

Punk exploded out of the back of prog rock with it’s democratic, DIY, back to basics approach that inspired both a cultural and musical movement and change in mindset. It dared to be different and was OK with the fact that not everyone liked that.

So, is it time to consider what a punk rock version of CX would look and feel like, particularly given that many reports suggest that around 70% of customer experience projects fail to deliver on their promises? If so, what would that look and feel like?.

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Here's what some people have said about How To Wow:

These 68 ideas aren’t effortless. Not at all. They’re effortful. They take work and it’s worth it. Worth it because your lazy competitors are just standing by waiting for you to make a difference.” - Seth Godin, Author, The Icarus Deception
"An engaging, lively, and intensely practical guide to help put customer experience at the very centre of your business.” - Nick Chater, Professor of Behavioural Science, Warwick Business School and Co-Founder Decision Technology Ltd
"Truly lives up to its title. Packed with powerful, effective easy to implement tips that will transform your business into a genuine customer service champion." - Dee Blick, FCIM Chartered Marketer and #1 bestselling marketing author
"I love the way this book challenges management fads and lazy thinking and puts people at the heart of making businesses great.” - Guy Letts, Founder & CEO, CustomerSure
"Full of practical ideas that show you how to transform your business by standing in your customer's shoes. Adrian has given us a road map, now we need to act on it.” - Bernadette Jiwa, Brand Story Strategist and Bestselling Author
“Adrian writes in a highly accessible and conversational manner that draws the reader in. The book has a clear focus on what it takes to deeply understand and continuously improve the customer journey experience. Ideas are well presented as being both challenging as well as opportunities to drive customer satisfaction. The ‘How to Use’ and ‘Insight in Action’ sections are highly practical and this encourages the reader to take away ideas and apply them to real life situations. A handbook to dip in to for inspiration, it also is a potent reminder of just how important the small things as much as the big strategic initiatives”. - Beverly Landais, FCMI FCIM, Marketing and Business Development Director, Saunderson House - Wealth Management
"Finally! Adrian Swinscoe delivers a book jam packed with 68 actionable concepts to increase both the customer experience and the employee experience. Beyond just theory, this book will benefit any business leader who wants to move the needle on customer service.” - Kevin Kruse, New York Times bestselling author of Employee Engagement 2.0
“As the informed and connected realm heightens every business’ challenge to win and sustain customer share of mind, mastering customer experience emerges as the key lever. How to Wow offers a compendium of techniques deeply grounded in today’s digital context. Consider culling a selection to fit your constituency or better yet, synthesizing the whole into a timeless fabric that forms the core of success for any endeavor.” - Charlie Peters, Senior Executive Vice President, Emerson
“Essential and powerful insights for everyone who aspires to map out and enhance the customer journey and drive growth” - Keith Lewis, COO, Matchtech Group plc
“If all you do is get one great idea from a book, the payoff is exponential. Well, here are 68 ideas that can help any company amaze their customers.” - Shep Hyken, New York Times bestselling author of The Amazement Revolution
“At last – a book that provides practical ways of delivering the superior experience that today’s customers demand.” - Olivier Njamfa, Co-Founder and CEO of customer experience software company Eptica
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Just to top things off here’s what a few lovely folks have said about Punk CX:

“I hated prog rock. No soul. Adrian thinks CX has been high jacked by a similar wasted effort. I’d agree we need to connect more than conceive as far as customer experience is concerned. Or miss the point entirely. Punk CX does the job of jarring us back to our senses.”
– Martin Hill-Wilson – Deadhead CX Strategist
“Be courageous. Be political. Be you. In Punk CX, Adrian Swinscoe makes the point superbly, marrying form and function effing well.”
– Minter Dial, speaker, award-winning filmmaker and author of Futureproof and Heartificial Empathy
“At SimplyBusiness we’ve never been scared to go our our own way and it’s worked for us. In Reboot, I advocated for a different type of business given the challenges that we now face in our society. With Punk CX, Adrian turns up the volume and has produced not only a manifesto for real change but also a manual that will help you really stand out amongst your peers…..only if you are brave enough to step up.”
– Jason Stockwood, Vice Chair – Simply Business
“If you’re looking for the usual style of business book, this is not it! Honestly, that’s a good thing. There are times when people need something pithier and perhaps a little more in-your-face to make them stand up and take notice. This book is just that. Adrian asks the tough questions in a no-bullshit kind of way that slaps you upside the head and begs the question, “Seriously, what are you really doing about the customer experience?”
– Annette Franz, Founder and CEO of CX Journey Inc
“One look at this book and you know you’re in for an experience. It’s stylish, important, convenient, brave, funny, loud and fun. Not what you would expect from a business book about customer experience! Loved it!”
– Shep Hyken, customer service/experience expert and New York Times bestselling author
“In Punk CX, Adrian Swinscoe eschews fussy frameworks and meticulous metrics in favour of a back-to-basics approach that will appeal to all readers, regardless of whether they are already managing a customer experience programme or starting out in the world of CX. This is Swinscoe’s manifesto to prevent customer experience management from disappearing up its own backside. So never mind the bollocks, read Punk CX for a short, sharp, shot of customer experience advice.”
– Neil Davey, Managing Editor,
“In his new book, Adrian Swinscoe takes a deeply humanistic and thoughtfully critical look at the discipline of Customer Experience.  His writing urges us to think of customers as people first and only then consider technology, methodology, process, and all the trendy and increasingly meaningless CX and UX jargon and clichés.  Adrian’s latest work is f’ing brilliant and I am jealous that I did not come up with such a novel idea and fun and engaging execution. I will be re-reading it for some time to come.”
– Alexander Genov, Head of Customer Research, Zappos
“Practical tips, inspiring insights and interviews with a simple message: Humans First. Make sure people know they matter. Cx=Ex”
– Carrie Duarte, Workforce of the Future Leader at PwC
“Adrian Swinscoe delivers with Punk CX. He strips down customer experience to its essence. Just as punk music was about keeping it honest, this book will force you to rethink how you view your customer’s experience. It is a bold statement, a call to action, and a must read.”
– Stan Phelps, Founder of, Author of the Goldfish Series
“A beautifully designed book, full of fresh and provocative ideas to challenge your thinking”
– Richard Shotton, Head of Behavioural Science at MG OMD and author of The Choice Factory
“Customer centricity is a mentality, not a metric, and Punk CX nails it.”
– Nick Francis, Co-founder & CEO at Help Scout
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Punk CX Newsletter

I made a newsletter to go with the book. Funnily enough, it's called Punk CX too. You are probably not going to like it. Then again...