“This isn’t just another customer service book - it’s a modern guide to building loyalty in a world that’s forgotten how to care. STAR CX is practical, inspiring, and uncomfortably relevant. If you lead a team, serve customers, or care about experience, read this before your competitors do.”
Customers Forget Transactions. They Never Forget How You Made Them Feel.
In an age of automation, speed, and technology, service has lost its soul.
Brands chase efficiency. Teams follow scripts. Customers feel like numbers.
But the best organisations know the truth: loyalty isn’t built through processes - it’s built through human experience.
That’s where STAR CX comes in.
This is the essential guide to delivering customer experience that actually earns trust, drives loyalty, and turns everyday interactions into lifelong advocacy.
Whether you lead in retail, property, hospitality, healthcare, or public service - STAR CX gives you the frameworks, tools, and mindset to create service people remember.
Inside this Book You’ll Discover:
★ How to spot and adapt to different customer mindsets using the powerful STAR Framework (Socialiser, Thinker, Adventurer, Realist)
★ The CARE model - a practical blueprint for conversations that build trust, solve problems, and leave customers feeling genuinely valued
★ Why speed and efficiency alone don’t create loyalty - and what to focus on instead
★ Real-world stories from brands like Patagonia, Lush, Apple, Tesla, NHS 111, and more
★ How to use digital tools and technology without losing the human touch
★ Fresh metrics for measuring customer experience beyond NPS - including the Emotional Connection Index (ECI)
★ How to build a service culture that empowers teams, connects customers, and turns everyday moments into loyalty for life
This Book is for You if:
You lead a customer-facing team and want them to care as much as you do
You’re in marketing, CX, or operations and want to design better experiences
You work in retail, property, hospitality, healthcare, or public sector roles
You believe service is still about people - not just processes
You want practical tools - not fluffy theory
STAR CX: How Human Experience Builds Loyalty, Trust, and Advocacy is more than a customer service book.
It’s a call to re-humanise the way we work.
It’s a guide for building brands people remember - and recommend.
It’s the future of customer experience.
About the author
David Chadderton is a writer, speaker, and customer experience strategist who believes that great service starts - and ends - with human connection.
Known for blending practical insight with warm, human storytelling, David Chadderton is the author of Dear Algorithm, It's Not Me, It's You, STAR Marketing, and The STAR Marketing Framework - books that explore the changing relationship between brands, customers, and technology.
Their latest book, STAR CX: How Human Experience Builds Loyalty, Trust, and Advocacy, brings that thinking into the world of customer service and experience - offering a powerful framework for teams and leaders who want to build loyalty that lasts.
When not writing or working in his role as a multi-company Marketing Director, Dave is usually found in a coffee shop, walking his dogs, or escaping to North Wales and Anglesey.
