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The DNA of Customer Experience:
How Emotions Drive Value

Show me the money! This is the frantic cry of the 'old guard' of senior executives as they desperately struggle to deal with commoditising markets, the loss of their differentiator and the inevitable impact this has on their Market share, profitability, shareholder value and their jobs!

At the same time the new breed of enlightened Customer focused executives knowingly smile, seeing the answer is simple; focus on the Customer not the organisation, 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, revealed in this book, an organisation 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%. All this was achieved by understanding the DNA of Customer Experience and how emotions drive value.

As the World Thought Leaders on Customer Experience, Beyond Philosophy™, led by Colin Shaw, have undertaken more than 18 months of ground breaking research both in Europe and the US, in order to discover the emotions that drive and destroy value in an organisation. Critically they can disclose an empirical link between evoking these emotions and financial returns. This leading edge research has been conducted with and endorsed by Professor Christopher Voss of the London Business School and a dedicated team of Psychologists.

In this book, Colin Shaw reveals the four clusters of emotions that have been statistically proven to increase Customer's short term spend and drive or destroy Customer loyalty. These clusters of emotions also proven to increase or decrease your Net Promoter (Reicheld and Satmetrics). For the first time ever they reveal a simple way to prove to the accountants how improving your Customer Experience provides substantial financial returns. Now you can “Show them the money!”

Critically this book also goes one stage further and tells you how to evoke these emotions. Beyond Philosophy share the tactics they have used in many successful engagements to evoke these emotions in customers. It is full of real-life examples from organisations that already understand the DNA of Customer Experience and know the power of emotions in gaining competitive edge!

By the end of the book you will understand what these emotions are and what you should be doing to evoke the cluster of emotions that drive customer spend and loyalty and what to do to eliminate the emotions that destroy value in your Customer Experience.