Today’s interview is with Jon Picoult is founder of Watermark Consulting, a leading customer experience advisory firm, and author of a new book: FROM IMPRESSED TO OBSESSED: 12 Principles for Turning Customers and Employees into Lifelong Fans. Jon joins me today to talk about the book, the most universal problem in customer experience today, why customer experience is like a choreographed performance, the biggest mistake companies make when embarking on a customer experience improvement effort and the ROI of customer experience.

This interview follows on from my recent interview – Customer purchasing decisions are increasingly being driven by their values – Interview with Alan Williams — and is number 407 in the series of interviews with authors and business leaders that are doing great things, providing valuable insights, helping businesses innovate and delivering great service and experience to both their customers and their employees.