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The DNA of Customer Experience: How Emotions Drive Value, by C. Shaw
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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.
- Sales Rank: #682853 in Books
- Published on: 2007-06-15
- Released on: 2007-07-10
- Original language: English
- Number of items: 1
- Dimensions: 9.49" h x .70" w x 6.38" l, .99 pounds
- Binding: Hardcover
- 186 pages
Review
'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
About the Author
COLIN SHAW is author of two best selling books 'Building Great Customer Experiences'and 'Revolutionise your Customer Experience. He is the Founder and CEO of Beyond Philosophy, the worlds leading thought leader in the Customer Experience. They provide Strategic Guidance, Market Research and Education services from their offices in London, England and Atlanta, USA. Beyond Philosophy™ boasts a number of the worlds largest organisations as clients including Microsoft, T-Mobile, FedEx, IBM and Her Majesty's Cabinet office to name a few.
Due to his expertise Colin has appeared many times on CNN, BBC TV, Sky News & various Radio stations. He has also appeared in most of the National Press in the UK and many other trade publications. He is a sought-after and accomplished speaker, delivering key note speeches around the globe, and is a member of both the International Federation for Professional Speakers and the UK Professional Speakers Association.
www.beyondphilosophy.com
Most helpful customer reviews
4 of 5 people found the following review helpful.
I liked what this book had to say, but disliked the metaphor of the title
By Craig Matteson
This book talks about the importance of creating a Customer Experience in very interesting and helpful ways. For example, Colin Shaw notes that each company has a unique Emotional Signature(tm), that is, the pattern of emotions your company and products create in the customer. Shaw notes that there are four clusters of emotions that are statistically significant in creating loyal customers. The author notes that his research shows that 50% of a customer's purchase experience is emotional. Other people claim that people purchase based on their emotions and use reason to justify their purchase. Whatever the fraction and balance of emotion and reasons, it is to your benefit to manage the emotions your customers feel as they walk in your door and after they take your product home.
Oh, and by the way, it is very important that you understand your customer segments, why they come to your store, and what they are using your products to get done. That way you can prepare the experience to handle them as they walk in the door rather than making them seek you out to get them what they think they want. You have a golden opportunity to show them you not only understand them, but have expertise in what they are trying to get done. This way you can not only push them to a higher emotional cluster, but possibly sell them additional items that improve their experience.
The first cluster includes the Value Destroying emotions. You drive customers away and prevent others from ever becoming customers when your policies, procedures, and staff make them feel stressed, neglected, unsatisfied, frustrated, disappointed, unhappy, hurried, and/or irritated. It may seem obvious to you that you don't want these emotions being caused in your customers. However, this doesn't mean you aren't doing it. One valuable exercise is to use your company as a regular customer would and see how it really works. You might be shocked. Another is to actually read your customer mail and talk to real customers about how your company makes them feel. It is probably a very different picture than the one you currently hold in your mind.
There are three clusters of positive emotions, the Attention, Recommendation, and Advocacy clusters. While they are separate statistically, it is hard to imagine that you can actually get to the level of advocacy without passing through and maintaining the attention and recommendation emotions in your customers.
The Attention emotions are also the ones most directly related to short term spending by your customers. If you want them to buy today make them feel stimulated, interested, exploratory, energetic, and indulgent. Makes sense right? These are also the emotions most closely associated with store openings and product launches. However, the effect is also short term. You must work harder to maintain these emotions as time goes on and be ready to cycle through other new products to keep the attention of your customers.
When you help your customers feel the emotions in the Recommendation cluster you are laying the foundation of customer loyalty. They are willing to talk about your company and its products when your friends ask them for a advice and recommendations. If your customers are doing this for you, it is because you make them feel valued, cared for, trusted, focused, and safe. Good going!
The customers who feel the Advocacy emotions (and there are only two) will actively promote you because you have made them feel happy and pleased. Happiness is a peak emotion that causes memories and when people have happy memories they treasure the places and people that were a part of it. They even want to take pictures. The author asks if your customers want to take pictures of their experiences with your company. It is a telling point, I think.
The author also talks about the Net Promoter Score. You ask customers to mark a scale from zero (not at all likely) to ten (very likely) in response to the question "how likely are you to recommend (place your company, a product, or the experience they had with you here) to a friend? Then, total ALL the responses. Then figure the percent of the responses of one through six and write this down. Ignore the responses of seven and eight. Then calculate the percentage of total responses that were marked nine or ten. You get the Net Promoter Score by subtracting the percentage of scores marked 1 to 6 from the percentage of scores 9 and 10. This is your advocacy score and you want to get that number as high as you can.
Obviously, I can't go through the whole book. I think its points are good. However, I do NOT like the metaphor of DNA. It is all wrong for what they are talking about. When you read the talk about spreading the DNA to others and similar comments, the author seems to be talking about a virus or some such, but never using the metaphor for what DNA really is. However, customer virus is an unattractive metaphor. But this is a small complaint. This is a good book on an important topic.
Reviewed by Craig Matteson, Ann Arbor, MI
1 of 1 people found the following review helpful.
This book is heavy on the theoretical but falls short in specific tools for application to a company
By Michael Ruckman
The book suggests several methods of measuring how customers feel about your company or product through use of the Net Promoter Score and citing how KPIs are also useful. It is also full of diagrams and charts which put the principles of customer experience (emotions of the four clusters) and customer progression from the attention stage to the advocate stage into perspective.
Shaw advances the understanding of customer experience through theory and many relevant case studies and examples, with lots of diagrams to put it into perspective. The book adds to the body of knowledge about customer experience, developing a structure of 4 clusters of emotions and suggestions of ways to measure the strength of a company's or product's "emotional signature" through the NPS and examples of revenue generated.
2 of 3 people found the following review helpful.
A new slant for marketing
By Cow Town Girl
If nothing else, this book is fascinating. Colin Shaw has disected transactions into measurable steps based on the emotions agents evoke during an experience. He uses examples that anyone can relate to, such as going out to dinner, breaks the experience into steps in charts and graphs them. He makes measuring an experience as scientific as anything about emotions could possibly be.
At the surface, when he started talking about planned emotional responses during customer interactions, I though his ideas seemed manipulative but reading on, I got it. Customer interactions have a sequence that at any point breaks down into a good or bad emotional experience. Managers who need to train workers to make customers happy now have a step by step method to show where any breakdown in the process may occur so they can fix it.
I have all three of Colin Shaw's experience books. They are all different and I recommend them all. Customer experience is the next wave in marketing. There is nothing new in the idea of making customers feel happy, but this book is a fresh look with a new angle.
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