What Customers Want
What Customers Want – Tony Ulwick 
Ulwick’s outcome-driven programs bring discipline and predictability to the often random process of innovation.
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Entendendo o Cliente
Jobs to be Done: Theory to Practice
Jobs to be Done: Theory to Practice – Tony Ulwick
Tony introduced Clayton Christensen to the idea that “people have underlying needs or processes in their lives, that they are addressing in some way right now”—an insight that was to become Jobs-to-be-Done Theory.
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Dedique-se de Coração
Dedique-se de Coração – Howard Schultz 
A história da Starbucks não é apenas um registro de crescimento e sucesso. Ela conta também como uma empresa pode ser construída de maneira diferente. Em Dedique-se de coração percebemos que uma empresa pode, sim, funcionar com o coração, nutrir a alma e ainda dar lucros.
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Who do you want your customers to become
Who Do You Want Your Customers to Become – Michael Schrage
In this latest HBR Single, Schrage provides a powerful new lens for getting more value out of innovation investment.
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Mapping Websites
Mapping Websites – Paul Kahn e Krzysztof Lenk
Website mapping begins with the planning process, then moves to the understanding and navigation of visitors, and finally to the management of the site by the producer-all of which this comprehensive guide covers lucidly.
Mapping Experiences
Mapping Experiences: A Complete Guide to Creating Value Through Journeys, Blueprints, and Diagrams – Jim Kalbach
This practical book shows your company how to use alignment diagrams to turn valuable customer observations into actionable insight. With this unique tool, you can visually map your existing customer experience and envision future solutions.
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The Effortless Experience
The Effortless Experience – Matthew Dixon e Nick Toman
In their acclaimed bestseller The Challenger Sale, Matthew Dixon and his colleagues at CEB busted many longstanding myths about sales. Now they’ve turned their research and analysis to a new vital business subject—customer loyalty—with a new book that turns the conventional wisdom on its head.
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A Pergunta definitiva
A Pergunta Definitiva – Fred Reichheld com Rob Markey
Nesta edição totalmente revista e ampliada, Reichheld, junto com seu colega da Bain, Rob Markey, explica como conseguir resultados financeiros competitivos com o Net Promoter, de forma sempre clara e objetiva.
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The Ultimate Question
The Ultimate Question – Frederick Reichheld e Rob Markey
In this thoroughly updated and expanded edition, Reichheld, with Bain colleague Rob Markey, explains how practitioners have built Net Promoter into a full-fledged management system that drives extraordinary financial and competitive results.
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Outside in
Outsite in – Harley Manning e Kerry Bodine
Based on fourteen years of research by the customer experience leaders at Forrester Research, Outside In offers a complete roadmap to attaining the experience advantage.
