The DNA of Customer Experience: How Emotions Drive Value

by Colin Shaw

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.

166 pages, Hardcover

First published May 10, 2007

Reviews

[Martin Sandström · Rating 3 out of 5]

This book dates back to 2007, to an era where customer experience was still a fairly new concept. Shaw and his colleagues evangelises improved business by improved customer experience - something that sounds like a rational conclusion to make. Yet execs want numbers, and this book promotes Beyond Philosophy's very own method using their Emotional Signature coupled with the NPS for a quantifiable and statistically significant monetary value attached to emotions-driven CX.

Now, the NPS has received some critique since then so one should probably scrutinise the reliability in those numbers. But the method used for deriving at the Emotional Signature is still interesting and could be used as a framework for CX analysis.

A quick, fairly entertaining and insightful read that gives a glimpse into the corporate world of customer experience. At least as it looked in 2007.

[Henri Hämäläinen · Rating 5 out of 5]

I really recommend this book to everyone. This book is the key on understanding why some services or products just feel better than others. Even you wouldn't be directly involved in dealing with customers, you should read it. This is such an important book to understand what customer experience is all about.

Read my full review here

[Theodore Kinni · Rating 2 out of 5]

The book spends almost as much time promoting the author's consulting firm as it does breaking down the emotional components of the customer experience.

[Derar · Rating 4 out of 5]

great book . I highly recommend it for business leaders