Where technology evolves rapidly, standing still isn’t an option. Dr. Francis Goh understands this better than most. With over 30 years of experience, he has seen how innovation can transform businesses. Dr. Goh isn’t just a spectator; he’s a leader who drives change.
His new book, Innovate to Elevate, offers a roadmap for leveraging innovation, especially Gen AI, to enhance customer experience. This book serves as a comprehensive guide on customer experience for modern executives.
In this interview, Dr. Goh shares the journey behind his customer experience book and its valuable insights.
Dr. Francis Goh’s Approach to Customer Experience
What motivated you to write this book?
In today’s rapidly changing landscape of technology and business, striving for business excellence is not just optional—it’s essential. Many executives and organizations recognize that achieving superior customer experience (CX) is key to business success. However, to stand out in a competitive market, it’s crucial to innovate and adopt emerging technologies like generative AI to create unique and effective CX strategies. This is why I wrote Innovate to Elevate—to provide a roadmap for leveraging innovation and advanced technologies to transform CX and drive sustainable business growth, packaged into what readers might call a customer experience book.
Who is your target audience, and why did you choose them?
My target audience includes seasoned executives, CX practitioners, aspiring innovators, and those navigating AI and digital transformation. I chose them because they are at the forefront of leading organizations through the complexities of modern business environments and are the ones most in need of innovative strategies to drive customer success and business growth.
What are the primary goals you hoped to achieve with this book?
The primary goals are to provide practical frameworks and actionable strategies for executives to innovate, leverage emerging technologies like Gen AI, and craft effective customer experience (CX) strategies that drive sustainable business success.
Can you summarize the key lessons you want readers to learn?
Readers should learn the importance of integrating innovation with CX strategies, the power of leveraging Gen AI, and how to navigate the evolving business landscape with agility and forward-thinking approaches. These are key lessons for anyone looking to benefit from a customer experience book.
What is the main takeaway you hope readers will gain from your book?
The main takeaway is that innovation, when strategically applied, is not just a choice but a necessity for achieving superior customer experiences and sustained business success.
How did you decide on the structure and format of the book?
The structure and format were designed to provide a clear and logical progression from understanding the importance of innovation in CX to applying practical frameworks and strategies. It is also enriched with real-world examples and actionable insights.
What research or background work went into developing the content of your book?
I developed the content based on my 30 years of experience as an executive. It also draws from my deep involvement with CX and innovation. I conducted extensive research on emerging technologies like Gen AI. Additionally, I have hands-on experience with industry-leading methodologies such as Agile, Lean, and Amazon’s Working Backwards mechanism.
Which chapter or section is the most impactful, and why?
The chapter on the Hehsed Innovation Matrix (HIM) is the most impactful because it provides a comprehensive tool that guides organizations in weaving together various innovation methods to create successful CX strategies, making it both a theoretical model and a practical guide.
How do you envision your book influencing or changing its readers?
I envision the book empowering readers to approach CX and innovation with a new perspective, equipping them with the tools to lead transformative changes in their organizations and to stay ahead of the curve in an ever-evolving business landscape.
What feedback or reactions have you received from your audience so far?
The feedback has been overwhelmingly positive, with readers appreciating the practical frameworks, the depth of insight into innovation and CX, and the actionable guidance that they can immediately apply within their organizations. Clearly, the book is being recognized as a significant customer experience book by its readers.
A Call to Innovate
As our conversation with Dr. Francis Goh ends, one thing is clear: Innovate to Elevate is more than a book. In fact, it’s a customer experience book and guide for those ready to embrace change.
Dr. Goh challenges leaders to see innovation as essential, not optional. His book provides practical tools and strategies drawn from his extensive experience.
Additionally, the feedback from readers has been overwhelmingly positive, showing the book’s relevance in today’s business world. For those looking to stay ahead, Innovate to Elevate is a must-read.
Find the Chinese version here.
