Customer experience : the new competitive battleground -- Customer experience in the new normal -- The four essentials of profitable customer experience -- Case study: "Grocer moves shopping to the palms of customers' hands" -- B2B customer experience: different animal, same spots -- Case study: "Focus on customer success yields substantial cost savings at synopsys" -- Making it happen -- Throwing out the old playbook -- Mini profile: "Cardinal health transforms customer experience with a cross-company service system" -- The new customer experience recipe -- Mini profile: "Through engagement and interaction, the lego group plays well with customers" -- A fresh look at the top and bottom lines -- Technology : the core ingredient -- The underlying foundation for the customer experience edge -- Case study : customers, not cars, now drive auto importer's strategy -- Adding disruptive technologies to advance the game -- Case study: "Cementing customer bonds" -- It as the catalyst of ce transformation -- Sustaining the "wow" -- Ten on-ramps to the customer experience freeway -- Measures of success -- Emerging economies : exporting profitable customer experience -- Mini profile: "Customer experience at akbank surpassed only by turkish bank's growth" -- The future of customer experience -- Action items for the customer experience edge -- Afterword: customer experience edge in action at SAP.