There is a good mix of own professional story, recommendations and a playbook full of ideas on customer journey. It is under very difficult to attract and retain customer attention in today's digital world. Author suggests five aspects of driving the future of customer experience: Automate. Augment. Analyze and Act. Align. The ideas seem to have a strong background with a proven record of implementation. There is a good explanation of the playbook and examples.

Excellent book. Having worked in CX before, the author rightfully targets "friction" as the item to focus on (reducing). Friction is broad and links to process design and Lean methods in organizations but being a CX book, the author has deftly kept it focussed on the CX layer, and therefore the audience. The X graphic is great for context and book is full of bullet lists which make the content digestible. A focussed book that can be referred to repeatedly.