The debut book from international CX consultant and CX Masterclass host Ian Golding has been released in Arabic – its very first translation.

Customer What? The honest and practical guide to customer experience was first released in 2018 and instantly became one of the most essential CX texts on the market.

Described by the author as “part practice handbook, part novel, part therapy”, Customer What? is a practical guide to creating, and sustaining, the focus on Customer Experience to create value in the long term.

The book has been endorsed by industry figures including CEO of the Customer Experience Professionals Association (CXPA), Diane Magers, who described it as “Passionate, personal, and practical”.

She added: “Leaders of all levels will love seeing the clearly outlined approach for what they need to do to transform their organizations.”

The Arabic translation is the book’s first publication in a language other than English, and plans are underway for further editions, including Russian, to bring its transformative message even further afield.

Ian has thanked two CX professionals who helped him in translating the book – Nisreen Abu Hadba, CX and Quality Director with telecoms firm Orange in Jordan, and Almohannad Alsbeai, a Customer Experience Advisor with Saudi Exports.

Ian, who will host the CX Professional Masterclass in Dubai in September, is also set to judge at the International Customer Experience Awards in Amsterdam the following month.

Speaking to CXM World earlier this year as the translation was being completed, Ian said: “I’m hugely excited to be launching Customer What? in its first translation.

“Customer Experience is such a crucial area in countries such as the UAE and Saudi Arabia, that I hope the book being available in Arabic helps to steer people towards a better understanding of CX and the vast opportunities for the business growth it can bring.

“Leading the CX Masterclass across the Gulf Region, I see the passion for learning among attendees and what a better understanding of Customer Experience is bringing to the business landscape. It’s heartening to know that Customer What?, now in both English and Arabic, is providing a practical approach to help guide organisations on that vital journey towards customer centricity.”

To place an order for Arabic copies of Customer What?, contact Ian directly at