The DNA of Customer Experience: How Emotions Drive Value

Hardcover | June 15, 2007

byColin Shaw

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Show me the money! This is the frantic cry of the "old guard" of senior executives as they desperately struggle to deal with commoditizing markets, the loss of their differentiator and the inevitable impact on profitability.

At the same time the new breed of enlightened, customer-focused executives knowingly smile, seeing the answer is simple: focus on the customer rather than the organization, provide customers with an emotionally engaging experience, and the rest will take care of itself. They understand that the customer experience is the next competitive battleground and that emotions account for over 50% of an experience.

In one case study in this book, an organization adopting this philosophy dealing in a mature market, enjoyed 100% growth in revenues, doubled their customer base, substantially reduced customer churn, increased the effectiveness of their marketing campaigns by 20% and reduced employee attrition by 13%.

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 discovering 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.

By the end of the book you will understand:
* The four clusters of emotions that increase customers' short term spend and drive and destroy customer loyalty
* How to prove that improving your customer experience provides considerable financial returns
* How to evoke these emotions in your customers
* How these emotions affect your "Net Promoter" score and how to use them to improve it
* Why every organization has an Emotional Signature

This book is littered with examples of organizations who already understand the DNA of customer experience and know the power of emotions to gain a competitive edge.

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From the Publisher

Show me the money! This is the frantic cry of the "old guard" of senior executives as they desperately struggle to deal with commoditizing markets, the loss of their differentiator and the inevitable impact on profitability. At the same time the new breed of enlightened, customer-focused executives knowingly smile, seeing the answer is...

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 Lon...

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Format:HardcoverDimensions:288 pages, 9.49 × 6.38 × 0.7 inPublished:June 15, 2007Publisher:Palgrave MacmillanLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0230500005

ISBN - 13:9780230500006

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Customer Reviews of The DNA of Customer Experience: How Emotions Drive Value

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Extra Content

Table of Contents

Emotionally Engaging Customer Experiences * Emotion - Motion - The Signals * Customer Moods * Trust: One of the 5 Top Emotions to Evoke * The Most Important Emotions: Valued, Significant, Genuine, Care, Trust * Neuroeconomics * Summary

Editorial Reviews

'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 to. 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'How many of us thought that life was just about price and product, well after reading this book you'll all be wondering why you ever thought that was the only thing. As surely as mariners came back from their ventures and said the earth is not flat, you will come away from this enthused and surprised by the true power of emotions.' - Liam Lambert - Operations Director, Europe. Mandarin Oriental'Truly enlightening, you will never think of the Customer Experience in the same way again.' - Darren Cornish - Head of Customer Experience. Norwich Union'Do you think your customers just make decision rationally without consideration of their emotions? Well think again. In this new ground-breaking book, Colin Shaw opens our eyes to the world of emotions and how to manage them for profit.' - Steve Hurst - Managing Editor of Customer Management'What is the customer experience? While it may be difficult to define, you can be sure that its DNA lies in the way a customer feels - just as this book describes. The real triumph of Colin Shaw's latest title, though, is revealing how unlocking the secrets behind customer emotions can boost your bottom line.' - Claudia Hathaway -Editor. CCF & eCCF'Positive emotions play a huge but secretive role in retail. The next time your Chief Financial Office says emotions are unimportant, show them this book! Far from being of no value their influence is immense; ignore them at your peril or use them for profit the choice is yours' - Mark Campbell - Hamleys Entertainment Manager. Hamleys'We are so used to dealing with physical things like price and quality and forget that our customers have emotions. But what should we do about it! Well my congratulations to Colin Shaw for finally enlightening us all with a book that ventures into this new territory and shows us how to make a profit at the same time.' - Alan Gordon - Route Director. Stena Line'At last there is a business book that tells us the value of emotions and a means of unlocking their potential. For too long now business-leaders have ignored this vital aspect of the customer experience at their peril, but not anymore.' - David West - Senior Vice President. Aspect Software