After 10 years of putting customer signals management into practice, the time was ripe to put all my thoughts and experiences down on paper in a book, and to publish it. Here’s an excerpt from the introduction to give you an idea:

Your personal adviser

“After reading this book, you will be able to implement customer signals management in any organization. It has been designed as your personal adviser, taking you by the hand and showing you how to personally apply customer signals management successfully in organizations. After all, there is no standard method for each and every organization. You will need to deploy your own competences optimally in order to successfully apply customer signals management: your creativity to get people on board this new initiative – and keep them there; your sensitivity to relate to all involved and to grasp what is going on; your self-reflection to remain conscious of your own role and where it is effective or not; your analytical capacity to apply the available data smartly for the right analyses; et cetera. All these factors play a role if you wish to mobilize the organization and truly improve customer services.”


It was published on 26 September 2016 in Dutch and the English version is available since May 2017.
Since it is printing on demand, make sure you select an, or other (online) bookshop in your country, to prevent unnecessary high shipping costs. The book is called “Customer Signals Management” by Zanna van der Aa.