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'We have used Colin's principles to guide our thinking on how to create a great experience for Harley-Davidson customers. This book takes the thinking on the Customer Experience to the next level. Read it; learn from it, do it!' - Steve Phillips - Vice President - Quality, Reliability& Technical Service. Harley- Davidson Motor Company
'At The Ritz-Carlton we are focused on enhancing the overall experience for our guests which ultimately results in creating Ritz-Carlton ambassadors for life. To do this we strive to remain relevant and up to date on the latest thinking. We have always been great supporters of Colin's thinking on Customer Experience. His insights are extremely valuable and the advice in this book is no exception.' - Diana Oreck - Vice President, Global Learning and Leadership Center Ritz Carlton.
'Learning how you can make significant new profits by evoking customer emotions is something that all CEO's should be paying attention too. Now supported by thought-leading research, backed by leading academics, Colin Shaw shows how this can be achieved in his new book. Through an exhaustive and detailed research and practical work with many clients he can now prove how emotions drive and destroy value and how they can increase or decrease your Net Promoter® score.' - Chuck Kavitsky - President of Allianz of America
'Customer Experience Management is a revolution that has swept the business world in the last few years. Yet, as Colin Shaw shows us, too often we may neglect understanding how our Customers truly feel towards us. Quantifying customer feelings is a breakthrough concept that puts monetary value on this emotional signature - and can help transform the relationship a business has with its customers!' - Barry Herstein - Chief Marketing Officer. American Express International
'All business leaders should read this book. For too long firms have ignored the emotional impact of their actions and failed to measure how customers feel. Well no more...in this thought leading book, Colin outlines how you can measure the emotional impact of the Customer Experience and use this to impact your bottom line.' - Txemaa Arnedo - World Wide Small Business& MidMarket Customer Experience Director. Microsoft Corporation
'Once again Colin Shaw shows us the future. As with 'Building Great Customer Experiences' and 'Revolutionize your Customer Experience', ' the DNA of the Customer Experience' develops and grows our knowledge of Customer Experience Management further and at the same time introduces a practical and revolutionary technique to get value from it.' - Simon Fox - Chief Executive. HMV Group Plc.
'The Customer Experience revolution continues as Colin Shaw and his new book again pushes the boundaries of our understanding. Using case studies and leading business research Colin demonstrates the true value of emotions against the bottom-line. This book pulls no punches. It tells you how much you can lose or gain in revenue by evoking the right emotions in your customers.' - Stuart Roberts - Customer Services Director. Barclaycard.
'Thought-leadership at its best. The DNA of the Customer Experience gets to the real heart of what it is that makes Customer Experience Management so valuable as a means to increased profitability and differentiation in the over commoditized world we live in today.' - Rhonda Dishongh - Director, Customer Experience. Memorial Hermann Hospital System
'Truly excellent thought leadership. This book builds on the previous two and deals directly with the core issue that many executives struggle with, Intuitively I believe it but how can I make a compelling business case to convince others and justify the investment? Essential reading for all those committed to created great customer experiences in their organisations.' - Gary Price - Director of Customer Experience Implementation. Norwich Union
'...this is a very well-researched, well-written book with a strong message that customers do create value both short and long term, a fact that is too often neglected by marketing managers.' - Derek Holder, Journal of Direct, Data and Digital Marketing Practice
'Colin Shaw has written an easy-to-read, logical and very applicable book. It is laced with examples that complement the numerous brief summary checklists of what to do, and what to avoid, in dealing with customers.' Spike Cramphorn, International Journal of Advertising
'Measuring the customer experience is an important field of market research… Researchers working in this field - either in client or agency roles should find some food for thought in this book.' - Peter Mouncey, International Journal of Market Research
Product Description
As the World Thought Leaders on Customer Experience, Colin Shaw and the team at Beyond Philosophy have undertaken more than 18 months of groundbreaking research to discover the emotions that drive and destroy value in an organization, and can now disclose the empirical link between evoking these emotions and substantial financial returns.
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Most Helpful Customer Reviews
4 of 4 people found the following review helpful
Format:Hardcover|Amazon Verified Purchase
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.
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.
4 of 4 people found the following review helpful
Format:Hardcover
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.
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.
2 of 2 people found the following review helpful
Format:Hardcover
Colin Shaw demonstrates convincingly why building a great "Customer Experience" is important to your company. He relates it to important clusters of emotions that either destroy or drive added value, and create loyal customers. While the DNA metaphor is a bit strained (after all, talking about the virus of customer experience wouldn't be nearly as poetic, even if it might be a slightly more accurate metaphor), Shaw gets his ideas across well and the underlying principles he outlines are quite good. He provides stories and quotes from his own consulting experience to clarify his points. getAbstract finds this concisely written book valuable and instructive.
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Most Recent Customer Reviews
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 on 30 April 2009 by Kasper Møgelvang
Essential reading for those serious about their business
Emotions drive $$$ in an experience!
I have never realised what an impact emotions have. The book identifies the four clusters of emotions that can literally drive or... Read more
I have never realised what an impact emotions have. The book identifies the four clusters of emotions that can literally drive or... Read more
Published on 2 July 2007 by Iain Wallis
True enlightenment!
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. Read more
Published on 12 Jun 2007 by G. Wale
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
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