A straightforward guide to innovating any aspect of customer experience. Practical worksheets and guidelines are the focus of this handbook. Discover how to: 1) Explore customers’ circumstance-based desired outcomes. 2) Use customers’ built-in value judgments as your metrics. 3) Prioritize customer persona segments for innovation opportunities. 4) Foster a customer-centric and innovation-friendly culture. 5) Use creativity tools for customer-focused innovations. 6) Involve functions company-wide in innovating processes, policies and intangibles.