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The DNA of Customer Experience: How Emotions Drive Value (Hardcover)

by Colin Shaw (Author)

4.7 out of 5 stars See all reviews (7 customer reviews)

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Product details

Hardcover: 288 pages
Publisher: Palgrave Macmillan (11 May 2007)
Language English
ISBN-10: 0230500005
ISBN-13: 978-0230500006
Product Dimensions: 23.4 x 16.4 x 1.8 cm

Average Customer Review: 4.7 out of 5 stars See all reviews (7 customer reviews)

Amazon.co.uk Sales Rank: 126,720 in Books (See Bestsellers in Books)
Popular in this category:
#61 in Books > Business, Finance & Law > Sales & Marketing > Customer Services

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Product Description

The author, Colin Shaw, has become firmly established as a leading management guru with his successful and influential books, "Building Great Customer Experiences" and "Revolutionize Your Customer Experience". In this new book, based upon new research, the focus is upon the critical role of emotions in forming and sustaining the customer experience and how this is crucial for profitability and business success.

About the Author

COLIN SHAW has worked for a number of blue chip companies including Mars Ltd., Rank Xerox and BT. He is a Founding Partner of Beyond Philosophy and the author of two successful and influential books, Building Great Customer Experiences and Revolutionize Your Customer Experience. He is a regular speaker at conferences and events appears frequently on television and radio and has had many articles published in newspapers and magazines. He is a leading management expert on the customer experience.

Inside This Book (Learn More)

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Front Cover | Copyright | Table of Contents | Excerpt | Index

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Customer Reviews

7 Reviews

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Average Customer Review

4.7 out of 5 stars (7 customer reviews)

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Most Helpful Customer Reviews

4 of 4 people found the following review helpful:

5.0 out of 5 stars A must read if you are serious about Customer Satisfaction, 4 Sep 2007

By	P. Impey - See all my reviews (REAL NAME)

A great read ....
This is a very thought provoking and practical read at the same time! Working for a company that uses Net Promoter, this has really helped me see what I need to do to improve my Net Promoter score. I now realise we should be measuring emotions as part of our Customer Experience.

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2 of 2 people found the following review helpful:

4.0 out of 5 stars Important content about what drives customer attitudes and behaviour, 21 Oct 2008

By	Angus Jenkinson "angusjenkinson" (Cambridgeshire, England) - See all my reviews (REAL NAME)

The founder of a consulting and research company called beyond philosophy. They have had some considerable success (and became quite trendy) by developing a technique that measures the shape of the emotional response that consumers have to a brand or firm and to different brand experiences. Specifically, they identify a set of emotions that are related to advocacy (e.g. happiness), recommendation (e.g. trusted), attention (e.g. interested) and destroying (i.e. destroying relationship, e.g. irritated).

Their insight is that you can research these four different clusters in order to arrive at the emotional profile of your customer's response and this profile gives you much clearer and better insights into what you need to do to improve business success.

Moreover, the company and authors approach is to link these findings to the financial impact of change: what would be the result of moving particular emotional scores? By linking to the research done by Reichheld with the Net Promoter Score they are able to go significantly further in determining this value.

The background argument is made clearly and well (and is very soundly based, drawing on authoritative recent surveys of the mind and the role of emotion in shaping decision-making and behaviour). Emotions really matter, and understanding the detailed profile of your customer's response really does give much more useful insight into what to do.

Naturally, this is a book that is written to promote the author and his consulting/research company. All the evidence in it is drawn from these sources and are there not only to justify the argument but also to make the company and its 'beyond philosophy' approach attractive to marketing clients. Well, that is more or less something you do not put up with in the business world and Shaw does at least take us into the foothills of their methodology. I think you can learn from this even if you do not end up doing business with the company.

My own opinion is that this method needs to be taken one step further. The current tool is entirely generic: it assumes and uses one set of emotions for all customers. Given the relationship between emotion and value and the need of organisations to create unique value (their DNA), I believe that there is a step further that needs to be taken to get to a true DNA of customer experience.

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5 of 7 people found the following review helpful:

5.0 out of 5 stars True enlightenment!, 12 Jun 2007

By	G. Wale "Graham" - See all my reviews (REAL NAME)

Truly inspiring, a real eye-opener! This book was recommended by a good friend of mine who had heard Colin speak at a conference I was intrigued to learn more. This book is an enlightening read and has given personal inspiration to take next actions to improve my Customer's experience.

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Most Recent Customer Reviews

5.0 out of 5 stars His best book
Colin Shaw insights are first class. I think this is his best book until now and I like his other work. Read more

Published 6 months ago by Kasper M�gelvang

4.0 out of 5 stars Great guide to turning customers into advocates for your company
Colin Shaw demonstrates convincingly why building a great "Customer Experience" is important to your company. Read more

Published 11 months ago by Rolf Dobelli

5.0 out of 5 stars Essential reading for those serious about their business
Emotions drive $$$ in an experience!

I have never realised what an impact emotions have. Read more

Published on 2 Jul 2007 by Iain Wallis

5.0 out of 5 stars Easy to read, understand and implement
This is an enlightening book and an outstanding read. After reading the first two books by Shaw I believe this encapsulates the next stage of the Customer Experience. Read more

Published on 4 Jun 2007 by David J. Hillman

› See all 7 customer reviews...

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