The Customer Experience (CX) Playbook is divided into the following eight sections detailing different stages of embedding customer centricity within the organization. Each section contains operating principles and useful tools for each stage. The Playbook also describes typical challenges faced in implementing such projects along with suggested solutions. Use the CX Playbook for either end-to-end CX projects or specific aspects such as user research or CX ideation.  

1. Introduction
2. Customer Experience (CX) 101
3.  Managing CX Projects
4. Customer Research
5.  Develop CX Ideas
6. Prototyping
7. Measuring & Sharing Results
8. Scaling Up
9. Adopting a CX Culture