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OUTSIDE IN

See your business from the outside,
then redesign what happens inside.

Read the first two chapters

AVAILABLE AT

Takeaways

Takeaways from Outside In

  • Identify the customer needs that offer the greatest opportunities for creating mutual value and sustainable growth.

  • Diagnose the organizational systems causing broken journeys and poor experiences—so you can address root causes rather than repeatedly patch symptoms.

  • Build the repeatable practices, decision structures, and internal capabilities required to make customer experience an enduring business discipline.

  • Connect experience improvements to business outcomes like retention, cost-to-serve, revenue, and growth — and make a credible business case for continued investment.

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THE AUDIENCE

Who the Book Is For

Outside In is for anyone trying to make an organization genuinely customer-centered — and discovering that good intentions only get you so far.

  1. CX leaders building the strategy, practices, and credibility to drive meaningful change. 

  2. Executives looking for sustainable growth beyond the next campaign, product release, or tech trend. 

  3. Designers, product leaders, and marketers who need the rest of the organization to deliver on the experiences they envision.

  4. Change-makers in every function who understand that better customer experiences require different decisions, behaviors, and ways of working behind the scenes.

TESTIMONIALS

Praise for outside in

“This eye-opener gives you a comprehensive, need-to-know look at how smart companies achieve sustainable success in dealing with customers. Hint: it involves the entire organization, not just those on the ‘front lines.’ The GPS-like guidance provided here is invaluable.”

Steve Forbes

Chairman, Forbes Media

“A focus on customer experience and an outside-in perspective are the cornerstones of business success.”

Bill McNabb

Chairman and CEO, Vanguard

“Enjoyable, Easy, Meets Needs. This is Manning and Bodine’s customer experience pyramid, listed in order of importance for the customer. Yes, it’s hard to make the changes needed to deliver on these promises. But there is a simple first step: Read this book.”

Don Norman

Nielsen Norman Group, author of Living with Complexity

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FAQs

Curious?
Then you'll fit right in.

Outside In: The Power of Putting Customers at the Center of Your Business is a playbook for companies that want customers to love doing business with them — and the results that follow. It reveals how every customer interaction is shaped by the decisions and actions of employees and partners, including people customers never see. At the heart of the book are the six disciplines customer-centric organizations practice: strategy, customer understanding, design, measurement, governance, and culture. Outside In shows you how to build each one.

Outside In is for anyone whose decisions or actions shape how customers experience a business. That includes executives and CX leaders, along with professionals in marketing, product, operations, IT, HR, and finance. If your business needs customers, Outside In is for you.

Oh yeah. Technology changes quickly. The hard work of becoming genuinely customer-centered does not. The six customer experience disciplines in Outside In describe how customer-centric organizations operate, and they apply whether you’re building a loyalty program or reshaping your business around AI.

Harley Manning and Kerry Bodine co-wrote Outside In while working together at Forrester Research. Harley’s now retired and Kerry is now the founder and CEO of Bodine & Co.

Outside In was published in 2012.

Yes. Kerry Bodine, co-author of Outside In, gives keynotes and workshops on customer experience, partner experience, and AI.
CONTACT US

Bring the ideas in Outside In to your organization

Reading the book is a good start. Changing how your organization works is where things get interesting.

We can help you put the ideas into action through:

  • Keynotes and executive sessions that create a shared understanding of what customer centricity actually requires.
  • Workshops and training that build your team’s ability to understand customers, design better experiences, and make smarter decisions.
  • Advisory and consulting engagements that apply the disciplines of customer experience to your organization’s most stubborn experience and growth challenges.