Every organization receives signals from its customers, from satisfaction surveys, e-mails and telephone calls, to posts on social media. They're generally registered and a list of improvements drawn up, and then ... well, that's where companies lose their way. Which improvements have priority? Which will be most effective? How can I show that customer experience can earn the organization money? These are the key issues for customer signals management: a method which renders customer experience steerable in terms of both customer satisfaction and cost efficiency. In 'Customer Signals Management', Zanna van der Aa navigates you through all the steps required to successfully map out customer experience. With a strong combination of theoretical underpinning and pragmatic applications, she offers inspiration in practical cases, tips and tools and lessons learned. The crux of the success of her method lies in measurability of the results, and therefore financial visibility of the benefits for the organization.Dr. Zanna van der Aa is founder of KSM Factory, where she has invested more than 15 years developing innovative methods for customer centricity.