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Customer First, Value Next – Extended Audiobook Preview

CX Authority Shep Hyken Highlights “Customers First, Value Next” in His Latest Insights

Customer First, Value Next Curated by the Fintech Book Club

Customer First, Value Next has been selected as a Curated title by the Fintech Book Club, joining a distinguished library of books that shape conversations about banking, fintech, AI, digital transformation, and the future of financial services.

The Fintech Book Club is hosted by Stessa Cohen, a fintech and banking strategist and former Gartner analyst; Jim Perry, Senior Strategist at Market Insights; and Dr. Efi Pylarinou, a global fintech and technology thought leader.

The library also features works by prominent authors and industry voices who are shaping the future of finance.

Your customers do not need more campaigns. They need better decisions.

Most large organizations have more data, channels, offers, and AI tools than ever. Yet customers still receive disconnected messages, irrelevant offers, and constant contact pressure. The result: wasted budget, rising churn, and customers who stop listening.

Customer First, Value Next is a practical executive playbook for replacing campaign-driven marketing with an always-on customer decisioning model — one that understands context in real time, chooses the next best action, and orchestrates every channel as a single, coherent conversation. It treats artificial intelligence pragmatically: machine learning, real-time decisioning, and generative AI applied where they create measurable customer value, not where the hype points.

It is built on more than twenty years of hands-on experience across banking and telecommunications — building customer intelligence, CRM, and personalization at scale in large B2C organizations, most recently as a senior executive at a major retail bank. The examples come from banking and financial services; the operating model applies to any large B2C organization built on long-term relationships: telecom, insurance, retail, e-commerce.

One playbook, four levels — strategic, tactical, operational, and technical — with business value as the common thread. Inside, you will learn how to:

• Strategy: make the case for customer-centric growth, connect trust to the P&L, and defend the investment in the CFO’s language
• Customer Intelligence: combine the voice of the customer with behavioral and real-time data into one picture of customer needs
• Tactics: apply 16 field-tested tactics — propensity models, recommendation engines, next best action arbitration, incremental uplift modeling, GenAI-powered content
• Operations: move from product push to contextual service, with marketing automation that controls contact pressure instead of adding to it
• Technology: design the Personalization Factory on the Senses–Brain–Voice architecture and the principles of AI by Design and Real-Time by Design
• Measurement: track what matters — incremental ROI, customer lifetime value, retention and churn — instead of vanity metrics
• Execution: build the team, the governance, and a pragmatic first-90-days plan
• This is a business book first. It favors decision criteria over definitions and production experience over theory: what to build, in what order, and how to prove that it works. Artificial intelligence is not treated here as a threat to the human touch — used well, it becomes a megaphone for empathy, the only way to serve millions of customers personally.

Written for executives and senior leaders in customer experience, CRM, growth, marketing, digital, data, and technology. Designed as a richly illustrated playbook — 370+ pages of frameworks, diagrams, and checklists — at its best in print or on a large screen.

Stop running campaigns. Start having conversations. Understand the customer first. The value will follow.

Customer First. Value Next.
The Executive Playbook for AI-Driven Omnichannel Personalization and Customer-Centric Growth

by Mariusz Gromada