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The DNA of Customer Experience
Book

The DNA of Customer Experience

How Emotions Drive Value

Colin Shaw
Palgrave Macmillan, 2007

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Editorial Rating

7

Qualities

  • Applicable

Recommendation

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.

Take-Aways

  • When you buy something, emotion makes up 50% of your “Customer Experience.”
  • The customer experience begins long before buyers walk in the door.
  • Manage the complete experience by accounting for each customer segment and how each person feels upon entering your business.

About the Author

Colin Shaw is founder and CEO of Beyond Philosophy, a market research and training company, and the author of Revolutionize Your Customer Experience.

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