Designing Customer Experiences with Soul returns fully revised — integrating AI strategy, the Customer Centricity Strategy Framework, and executive-grade tools into a single operating system for customer-led transformation.

SÃO PAULO / LONDON — Holonomics Publishing today announced the release of the second edition of Designing Customer Experiences with Soul, co-authored by Simon Robinson and Maria Moraes Robinson. Named the #1 Customer Experience Book for Customer-Centric Leaders and ranked among BookAuthority’s Top 8 Customer Experience Books, this landmark work has been comprehensively updated to address the strategic imperatives facing organisations navigating AI-enabled environments and the growing demand for genuinely human-centred business models.

At its core, the book challenges a fundamental misconception of the digital era: that deploying more technology produces better customer outcomes. The authors argue the opposite — that without coherent, purpose-driven strategy, technology amplifies organisational dysfunction rather than correcting it. The solution lies not in the next platform, but in building a strategic foundation robust enough to carry any technology investment.

A Complete Operating System for Customer-Led Organisations

Central to the second edition is the Customer Centricity Strategy Framework (CCSF) — a comprehensive architecture that positions the Customer Lifecycle at the heart of organisational decision-making. Unlike conventional service models, the CCSF functions as a full operating system, designed to ensure that every strategic investment connects directly to measurable business outcomes.

The edition features a complete end-to-end case study of Pravy, a digital innovation house that applied the CCSF to reposition from a design consultancy into a globally competitive creative powerhouse. Rodrigo Linck, CEO of Pravy, credits the framework with enabling the company to secure major international contracts and establish long-term partnerships at global scale.

Field-Tested Tools Deployed at the Highest Levels

The book introduces a suite of proprietary design instruments developed through years of executive consulting and validated in settings including two Harvard Business Review Masterclasses. These include:

• The Holonomic Circle — a systemic diagnostic and design tool for resolving misalignment across leadership, culture, and customer-facing operations
• The Customer Lifecycle Canvas — a strategic architecture for mapping the full relationship journey and directing investment priorities
• The Voice of the Customer (VoC) Canvas — a practical methodology for converting raw customer intelligence into strategic action
• The CEX Strategic Relationships Canvas — a mapping instrument for navigating the stakeholder complexity that shapes customer outcomes
• The Empathy Action Plan — translating deep customer understanding into concrete, measurable operational improvements
• Strategy Mapping — a visual systems tool that connects internal processes and employee development to market-facing customer satisfaction

Leadership Foreword from One of Brazil’s Top CEOs

The second edition opens with a foreword by Marcelo Castelli, Executive Chairman of Copersucar S/A and recognised by Forbes as one of Brazil’s Top 25 CEOs. Drawing on his own leadership experience, Castelli frames customer experience excellence not as a front-line concern but as a whole-organisation alignment challenge — one that demands every function and every team to operate from a shared strategic foundation.

“Designing Customer Experiences with Soul teaches us that creating value for customers is, above all, about creating alignment and integrity within the organisation itself.”

— Marcelo Castelli, Executive Chairman, Copersucar S/A

Navigating the Age of AI Without Losing the Human Connection

A dedicated section of the second edition addresses the strategic implications of AI and accelerating digital transformation. The authors provide a clear roadmap for organisations seeking to integrate automated delivery and predictive customer journeys — while ensuring that the shift toward greater efficiency does not erode the human connection that underpins brand loyalty and long-term value creation. Competitive advantage in an AI-enabled world, they argue, will belong to those who have already built their technology on a foundation of purposeful, coherent strategy.

About the Authors

Simon Robinson is CEO of Holonomics Worldwide and a founding figure in the field of customer experience strategy. In 1995, he co-authored what is widely considered the world’s first published article on CX strategy — shifting business thinking from demographic segmentation toward the architecture of whole experiences. His career spans BT, O2, and the co-founding of Genie Internet, one of the UK’s first unicorn startups. Over three decades, he has developed the Customer Centricity Strategy Framework, the Holonomic Circle, and Soul-Guided Systems®️. He is a contributor to CMSWire and UX Collective, a Trailblazer recognised by Technology Magazine, and a guest professor at business schools in Brazil and the United States.

Maria Moraes Robinson is CEO of Holonomics Brasil and co-creator of the Holonomics Approach. With more than three decades of experience working alongside executive leadership teams, she specialises in dismantling organisational silos and cultivating the shared strategic fluency that turns vision into collective discipline. An early pioneer of Balanced Scorecard implementation — having worked directly with its creators before expanding the methodology through Holonomics principles — she serves on advisory boards across the US, Brazil, and Europe. She has been recognised as an inspirational leader in deep tech and strategy by Harvard Business Review, Authority Magazine, and We Are Tech Women.

Availability

The second edition of Designing Customer Experiences with Soul is available now on Amazon. For media enquiries, interview requests, or review copies, please contact Holonomics Worldwide.

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