Based on her PhD and 25 years of experience in CX transformation, Dr. Zanna van der Aa has developed a unique three layered model for human-centric customer experience transformation. It helps leaders ignite transformation, scale it into the system, and inspire it with purpose. You’ll discover how to make customer and employee experience more than a promise: a system that works. From CEOs to CX leaders, you’ll learn how to demystify hype, embrace tiny habits, prove impact in months instead of years, and inspire meaningful change. Packed with cases, practical tools, and courageous lessons, this book shows how human centricity turns transformation into an unstoppable force for growth.

“This book bridges heart and logic to deliver a new blueprint for leadership, where organizational design meets emotional intelligence and profit aligns with people. A compelling guide for CEOs ready to move beyond traditional metrics and embrace human-centric leadership as the key to transforming business in an era that demands both systemic thinking and authentic connection” - Emre Gurkan, CEO, Zain Iraq

“It’s an excellent synthesis of what it takes to enable an organization to transform customer experience through focusing on human centricity. It contains lots of great tips and insights which combine both technical and human aspects to create a holistic and practical approach. A very useful and helpful read for anyone looking to transform their organization”