"Sunny has a rare knack for cutting through clutter and complexity to reveal what truly matters."
KUSH BHARDWAJ, Executive Chairman, Optica Limited.

Whatever you sell, customers are the driving force behind every business success-without happy customers, there’s no business. So it’s essential that brands have interactions that are memorable for all the right reasons.

In The X in CX, “CEO whisperer” Sunny Bindra unpacks how to create positive experiences that last throughout the whole customer journey.

This comprehensive guide will teach you the four practices used by the best in the business:

BOSS It, starting CX from the top of your organization

HUMANIZE It, keeping empathy central to your mindset

DIGITIZE it, using tech to your advantage

JAZZ It, staying creative at every turn

With The X in CX, you’ll understand where great CX comes from—and how to deliver it yourself, every time.

“Who better than Sunny Bindra to tell us about this new/old thing called CX? With deep knowledge, wide experience, and a fine grasp of both history and emerging trends, he delivers practical and profound insights in an entertaining style and stunningly simple language.”
JAMES NDEGWA, Group Chair, ICEA LION

“CX is a big business buzzword, but it needed Sunny to unpack it. Sage that he is, he blends stories and teachings in his usual concise, punchy, and digestible style. A truly enjoyable read.”
KIHARA MAINA, Regional Chief Executive Officer, I&M Group PLC

“Leading M-Pesa, I am constantly reminded that customer experience is not just about the products and services we build or the technology we deploy, it is about how people feel when they engage with us. That feeling is shaped, more than anything, by our culture—and that starts from the top. Sunny’s book will give you both the spark and the structure to make CX real for you.”
ESTHER WAITITU, Chief Financial Services Officer, Safaricom

“Nobody imparts knowledge and guidance drawn from their own personal experience in a clearer, simpler, brighter, more relevant, or enlightening way than Sunny Bindra. The X in CX is quite simply a must-read for anyone wanting to take the customer experience within their business to the next level.”
PHILIP COULSON, Cofounder and Partner, Coulson Harney LLP, Bowmans Kenya

“Sunny’s love for quality CX is shown in his argument
that it only works if it’s baked into the culture, shaped by leaders, and felt by customers at every touchpoint. What runs through this book is not theory but a fiercebelief that customers deserve better—and businesses can deliver it.”
KELLEN KARIUKI, Chair, Standard Chartered Bank Kenya

“Sunny has a rare knack for cutting through clutter and complexity to reveal what truly matters. In a world hooked on overthinking, he delivers simple, sharp advice that actually works.”
KUSH BHARDWAJ, Executive Chairman, Optica Limited