Holonomics Publishing has announced the release of the second edition of Designing Customer Experiences with Soul, authored by Simon Robinson and Maria Moraes Robinson.
The updated edition introduces a revised operating system designed to guide organizations through customer-led transformation within increasingly AI-driven business environments.
The core thesis of the work challenges the prevailing digital-era assumption that increased technology deployment automatically results in superior customer outcomes. The authors believe that technology can often amplify organizational dysfunction if it is not supported by a coherent, purpose-driven strategy. The second edition argues that the solution for modern enterprises lies in building a strategic foundation robust enough to sustain ongoing technology investments.
A Framework for Customer-Led Transformation
Central to the updated edition is the Customer Centricity Strategy Framework (CCSF). This architecture is designed to function as a complete operating system, positioning the customer lifecycle at the heart of all organizational decision-making. The framework aims to ensure that strategic investments are directly linked to measurable business outcomes, moving beyond traditional service models.
To demonstrate the framework in practice, the book features an end-to-end case study of Pravy, a digital innovation firm. According to the release, Pravy utilized the CCSF to transition from a design consultancy into a global creative house. Rodrigo Linck, CEO of Pravy, credited the framework with enabling the firm to secure major international contracts and establish long-term partnerships on a global scale.
Executive Alignment and Leadership
The second edition includes a foreword by Marcelo Castelli, Executive Chairman of Copersucar S/A. Castelli frames customer experience excellence as a challenge of total organizational alignment rather than a concern limited to front-line staff. He suggests that every function within a business must operate from a shared strategic foundation to be successful.
“Designing Customer Experiences with Soul teaches us that creating value for customers is, above all, about creating alignment and integrity within the organisation itself.”
– Marcelo Castelli, Executive Chairman of Copersucar S/A