Alex Murphy
Customer Experience doesn’t need another framework.
It needs a reality check!
Have You Tried Turning the Customer Off and On Again? is for anyone who has sat through a customer workshop, stared at a wall of sticky notes and quietly wondered whether any of it was actually going to make life better for the customer.
Sharp, funny and grounded in behavioural science, the book pulls apart some of CX’s most comfortable assumptions: that delight beats competence, personas equal understanding, NPS equals customer truth, AI automatically makes things smarter, and a beautifully designed journey map means something has actually changed.
It asks a much simpler question:
Did anything actually get better?
Across 24 chapters, Alex Murphy takes on the theatre, tools and corporate habits that have allowed Customer Experience to become busier without always becoming better, and shows what happens when we replace opinion with evidence, activity with outcomes and internal applause with actual customer behaviour.
This isn’t an obituary for CX. It’s a slightly sarcastic love letter to what Customer Experience can be when we stop performing it and start doing the work that matters. And ultimately, a case for CX as something far more important than customer niceness: a discipline that reduces friction, earns trust and helps organisations learn faster than their customers leave.
Customer strategy without the guesswork.
Helping organisations turn customer evidence, behavioural science and commercial reality into strategies that actually change what people do.
Customer experience without the theatre.
Behavioural science, customer research and the occasionally questionable things organisations do in the name of CX.
If you’re in Auckland this October, come and hear what happens when behavioural science meets CX in the real world.