205: Colin Shaw, The Intuitive Customer

Today we transcend the plateaus of current customer experience understanding with Colin Shaw, founder of Beyond Philosophy and co-author of The Intuitive Customer. Creating loyalty with The Intuitive Customer So many companies are focusing on customer experience, yet so many are getting it wrong! That’s why as practitioners in the customer experience field, we’re delighted to interview Colin Shaw to discuss his new book, The Intuitive Customer. We put so much effort into understanding the rational side of the experience, such as time on call and product delivery, we often neglect the irrational side, which is centered on emotion. Unfortunately, this is the side of the experience customers will remember, and what will ultimately influence their decisions. “Paying sole attention to a rational experience,” says Colin, “is at the root cause of why organizations are getting this stuff wrong.” In this interview, Colin shares many of our favorite highlights from The Intuitive Customer. He explains how new academic research and psychology play a critical role in delivering great customer experiences, and how to connect the two. He drills down to the root causes of the general lack of real understanding companies have about their real customers. “The only way to build customer loyalty is through customers’ memories.” -Colin Shaw It’s not just about creating great experiences, but about creating good memories. You can deliver an outstanding customer experience, and yet still be remembered for the one low point in the journey. What do you want to be remembered for? “We go to the bank and they put pens on chains, which says, ‘We don’t trust you.” -Colin Shaw How can you use psychology and research to create memories that customers will want to return to? How can you transcend the common pleaters of customer experience understanding today? In this episode, we cover this and much more than we can list here. Listen in! Highlights from the interview: What inspired The Intuitive Customer, and why is now the perfect time to read it? [4:15] Why is academic research so important to customer experience practitioners? [6:50] Colin explains how lack of understanding manifests itself as poor customer experiences. [9:15] How can telecom companies, for example, better connect emotionally with customers? [11:10] How can you leverage customers’ memories to create customer loyalty? [13:30] What’s the single biggest thing Colin has learned in the past 10 years? [18:20] Why are small, seemingly trivial customer touchpoints, or microinteractions, so important? [21:10] About our guest: Colin Shaw has been recognized, by others, as a Thought Leader in Customer Experience. LinkedIn bestowed him the accolade of being one of the ‘World's Top 150 Business Influencers’.  As a result, Colin now over 242,000 followers on LinkedIn. Brand Quarterly readers also voted him one of the 'top 50 Marketing Thought Leaders Over 50' for the last two years in a row.  Colin has written six bestselling books on Customer Experience. He has made many appearances on TV and radio including CNN, BBC and NPR. He is Founder & CEO of Beyond Philosophy, one of the world's leading Customer Experience companies. Connect with Colin Twitter LinkedIn Beyond Philosophy Colin’s books Related Content 360Connext® post, How to Drive Business Results With The Peak-End Rule Customers That Stick® post, The Peak-End Rule and Customer Experience Episode 054: Marilyn Suttle, Co-Author of Who’s Your Gladys Episode 177: The ROI of Customer Experience We’re on C-Suite Radio! Check it out for more great podcasts Sponsor message: Develop your customer experience mission Do you know how to deliver the superior customer experience you visualize? We can help your team become a force for positive change, starting with a customer-centric mission. The Customer Experience Investigators™ at 360Connext specialize in helping companies across industries and around the globe. Developing and internalizing unique and scalable customer-focused missions has been crucial to their success. Want to compete with the other 89% of companies staying afloat by providing better experiences? You need a compass for making astounding changes in the customer experience while breaking down the silos that are holding you back. We offer evaluations, workshops, and roadmaps to keep your wheels firmly planted on the road to a customer-centric future. Join us on our mission To Create Fewer Ruined Days for Customers™ today. Visit us at 360Connext.com.   Take care of yourself and take care of your customers. Learn more about your ad choices. Visit megaphone.fm/adchoices