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Azlan Raj grew up in West Norfolk and has co-written a book about business with his friend and colleague Richard Lees.

The book entitled Shift aims to guide businesses in transforming motion in to progress, with focus on high end customer experience.

Azlan is a chief marketing officer, with Richard working as a chief strategic officer for Merkle Inc, a global marketing agency and he spoke to the Lynn News about his links to West Norfolk and how they came to write a book together.

Azlan Raj grew up in West Norfolk and has co written a book called Shift with his friend and colleague Richard Lees. Published by Wiley. (56360625)
Azlan Raj grew up in West Norfolk and has co written a book called Shift with his friend and colleague Richard Lees. Published by Wiley. (56360625)

He said: "It was something that both of us wanted to do.

"We have said for a while we should write a book together.

"Through working with some of the big brands we saw the challenges the companies faced so it was quite nice to put it all in one place.

Azlan Raj grew up in West Norfolk and has co written a book called Shift with his friend and colleague Richard Lees. Published by Wiley. Picture supplied. (56365351)
Azlan Raj grew up in West Norfolk and has co written a book called Shift with his friend and colleague Richard Lees. Published by Wiley. Picture supplied. (56365351)

"It has been a 12 month process, submitting the book and pitching to publishers, looking at the layout and front covers, and it is now available in WHSmith, Waterstones and an Amazon best seller.

Azlan grew up in West Norfolk when his parents moved to Norfolk in 1987 when he was five years old and was educated in Hunstanton.

He said: "I went to Smithdon and Glebe before that and when I left the sixth form I went on to university and then did a masters in marketing at the University of West London.

"I coached tennis for a while and worked on the digital team at CITB and worked for a number of different agencies.

"I started my own agency in Norwich and eventually moved to Merkle.

"Different things came from growing up in West Norfolk, from people and the influence of teachers at schools.

"I got confidence in presenting from Glebe and Smithdon was great for a social perspective.

"A group of us from school are going away this weekend together. "

In the book the duo share a variety of ways to create the superlative customer experience that accelerates business growth.

As organisations around the world do their best to deliver meaningful, effective, and efficient customer experiences, many are encountering difficulty translating their actions into progress.

These businesses find that despite a plethora of initiatives, programmes and plans inclusive and excellent customer service remains stubbornly out of reach.

In their new book, Richard and Azlan link three key themes, a clear vision with clear performance indicators, an aligned team, and a deep understanding of the marketplace and outline the importance of each in the quest for the ideal client experience.

They explain the valueRead of measuring progress through the eyes of the customer, and ensuring that the measures that matter to customers are improving.

Shift focuses on enabling the meaningful transformation of organisations from slow and unwieldy to agile and fast. Emphasising that motion does not necessarily equal progress, Shift explores ways to achieve organisational goals by starting with the end in mind and actively seeking out and measuring a company’s progress.

Filled with compelling anecdotes that will help readers continually invent the future they’re taking their companies into, Shift will be of interest to executives, managers, and other business leaders seeking to drive long-term customer engagement and differentiate their businesses from their competitors.

It is also an essential resource for business development professionals and members of innovation teams attempting to grow their organisation.

For further information visit here



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