Experience is the new battlefield. Satisfaction is not enough anymore. Customer experience is the main driver of future loyalty and will turn your customers into raving fans. Whatever customers experience, determines whether they will come back and recommend you. It is about being meaningful and memorable. Not occasionally, but consistently. This book illustrates what makes successful (experience) brands stand out. How they all think in reverse, making their purpose, identity, and the desired experience – the focus for everything they do.

The reverse approach has been applied by and to numerous leading European and global brands, including (in alphabetical order) Accor Hotels, Adidas, British Airways, Calvin Klein, citizenM Hotels, IKEA, KLM Royal Dutch Airlines, KPN, Nespresso, Mazda, Microsoft, Nike, Nokia, Le Pain Quotidien, Renault, Schiphol Airport, The Student Hotel, Tommy Hilfiger, Worldhotels, and many others.

How do you grow beyond customer and co-worker satisfaction? The Travel Edition of Start Reverse – The Journey will inspire, inform and delight on Customer Experience and EPIC Leadership. Andre Wiringa will take you on a journey helping you to bring purpose, identity and optimal experience to life in your organization, your team and/or in your individual performance.