Musings on becoming a first time author – New Book: Customer Experience is the Brand

Alex Allwood Customer Experience

I once read that everyone has a book in them. Most people do I expect, however being a budding author, is nothing like it’s portrayed. I had a romantic notion that authors toiled away in front of a vintage Corona typewriter with pages of white paper at the ready just waiting to be filled with their reflections; their days filled with gazing out the window seeking inspiration, consuming endless cigarettes and oversized cups of tea to sustain them and at the end of the day there was always a hot bath and a glass of red.

The harsh reality of writing a book is that it’s damn hard work. Firstly, if you’re like me and have a 12-hour day job to keep the wolf from the door, you write whenever you can, weekends, nights and early mornings, sometimes starting at 4am! Secondly, writing a regular blog is very different to writing a 30,000-word manuscript. As obvious as this might seem, I’d written my first chapter and realised that I’d need to write 29 more just to get even close to a book. Another ‘hard reality’ is when you’ve finished writing your manuscript, (and wasn’t that a big relief), the hard work begins. Endless rewrites and just when you think you’re done, more rewrites. (Ten is the norm I’m told!)

The do’s and don’ts of self-publishing are many, just Google this and anyone who’s ventured down this path has a view to share. As a first timer my top three learnings are; your husband is now a domestic goddess; your editor is your new best friend; and your book cover designer’s middle name is Warhol.

So while your tap-tap-tapping in the wee hours of the morning, berating yourself for venturing down this path, (I mean what were you thinking!), and praying that you’ll have a good writing session where the words you put on the page actually make sense, you take comfort that this is a small but significant part of your life’s journey.

When I unpack my purpose for writing the book it’s the chance to change people’s thinking with an idea. In this case, my first book, Customer Experience is the Brand is based on my belief that great experiences get people talking. This was my opportunity to shape the thinking of future brand leaders on changing customer behaviours, shifting marketplace conditions and how brands now need to build customer-first cultures where customer needs are met, brand promises are kept, and every touchpoint in the customer journey delivers a positive experience that customers want to share.

My final note is to thank my wonderful husband and family, my writing coach Andrew Griffiths, publisher Michael Hanrahan and my team here at The Holla Agency.

First Published:

About the Author

Alex Allwood

Alex Allwood’s focus is connecting customer and culture to empower customer-centric growth. Working with B2B2C, Alex helps improve experiences that enhance customer value and distinctively differentiate. With a 20 year track record in leadership, operations and marketing, Alex’s strength is developing customer experience strategy: customer understanding and empathy, experience vision and guiding principles and the customer narrative to enable collaboration and alignment. Alex is principal of the customer experience consultancy, All Work Together; has authored the book Customer Experience is the Brand, regularly facilitates Customer Journey Mapping workshops and is a speaker on customer-centric transformation.