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ONCE YOU SEE IT
– launching January 2026’’
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Dr. Zanna van der Aa CX transformation leader
Why this book matters
Most CX programs fail because they focus on surveys, journeys, and dashboards that don’t change the business. Once You See It gives CEOs and CX leaders a proven playbook to ignite transformation with measurable results.
Built on 25 years of global transformation work, it shows how to speak the language of the business, change daily habits, energize employees, and prove impact. This is more than a book; it’s the start of a new era of human-centric leadership.
PHD
Research
25+
Years experience
What’s Inside the book?
A complete guide to successful human-centric CX transformation through the unique three layered model. Covering all aspects from scientifically proven methodologies to tangible changes in behaviors giving you the keys to make the transformation happen in your own organisation.
The 3-layered model
Ignite Succesful Transformation, Scale Impactful Transformation and Inspire Meaningful transformation. The three layers cover all relevant topics.
Unique dual perspective
The book actually contains two books in one: the CEO perspective and the CX transformation lead perspective are both covered in full. This tandem is key.
Special: AI & Experience
There is too much hype in AI right now. Zanna debunks 5 beliefs around AI and experience and shares her view how AI can strengthen human flourishing.
What leaders are already saying about Once You See It
“Roadmap for transformation”
It is rare to find a book that is both deeply practical and profoundly human. This is one of them.
Dan Cable
LBS
“Compelling CEO guide”
For CEOs ready to move beyond traditional metrics and embrace human-centric leadership as the key to transforming business.
Emre Gurkan
Zain
“Excellent synthesis”
It contains lots of great tips and insights which combine both technical and human aspects to create a holistic and practical approach.
Richard Stark
Egon Zehnder
“Invaluable insights”
A practical, simple, and focused book where the CEO can quickly put the facts and figures of what it means to be human-centric.
Andrea Avila
Randstad
“Shared responsibility”
I love the intention behind combining the CEO and CX leader viewpoints. Genius!
Maryam Saif
Zain
Pre-order.
Get early access today!
- No payment required
You will get:
- Digital access to the book’s core frameworks
- Clear guidance how to engage your leadership
Transform your
Customer Experience.
- Tools you can use right away
- Created by a seasoned authority
- Scientifically proven many times
- Make human-centricity practical
Join global leaders who have successfully embraced human centric CX transformation.
About the Author
Dr. Zanna van der Aa has been and still is working everyday with organisations like yours to make CX transformation work for your business. Her vision of more human-centric organisations (focus on customers, employees and purpose) comes to life through her CX transformation approach. Learn more about Dr. Zanna van der Aa.
- PHD Research
- 25+ Years Experience
- Global impact
- Multiple industries
Trusted by many companies
