Exploit Your Customer’s Senses!

by Colin Shaw on October 17, 2017

Imagine you are in the waiting room at your dentist. You’ve had a pain twingeing at your back tooth for a few days now and you’re terrified it’s going to need a root canal – you hate root canals, everyone hates them.

But while you sit there, nerves jangling, you notice there is gentle, quite relaxing music playing and it starts to make you feel a little less nervous. There’s also a delicate, not overpowering, pleasant scent in the air… is that cinnamon?

Colin ShawExploit Your Customer’s Senses!

Millennials Still Shop In Stores, But Are They in Yours?

by Colin Shaw on October 12, 2017

If you were to guess whether Millennials prefer to buy online (on their phones) or in brick-and-mortar stores, what would you guess? No Googling, either.

If you guessed online, you are wrong. Per the Trendsource 2017 Retail Industry Report, it seems that millennial shoppers prefer physical stores for fashion, home improvement, and electronics. This news is ideal for retail, a sector repeatedly told they are the Beta Max or Laser Disc of tomorrow’s commerce preferences.

Colin ShawMillennials Still Shop In Stores, But Are They in Yours?

How To Use Your Customer’s Emotions to Get What You Want

by Colin Shaw on October 10, 2017

Theory is one thing. Implementation is another. Ideas are useless if you can’t apply them.

The idea I often share is that customer emotions influence over half of your Customer Experience. However, just knowing customers are emotional doesn’t help your business… .unless you know how to use this information to improve your business outcome.

Colin ShawHow To Use Your Customer’s Emotions to Get What You Want

Exposed: The 7 Questions Everyone Should Be Asking

by Colin Shaw on October 5, 2017

The emotional side of the Customer Experience (CX) is often ignored, which is a big mistake in today’s competitive business environment. Since emotion influences more than half the typical CX, deliberate structuring of your emotional CX is essential. When you cultivate customers’ positive emotions, it improves your CX outcomes and serves as an enormous competitive differentiator.

Colin ShawExposed: The 7 Questions Everyone Should Be Asking

Unbelievable! Reviewers Blamed for Movie Flops!

by Colin Shaw on October 3, 2017

It was a slow summer at movie theaters and Hollywood is blaming an unlikely culprit: the online review site Rotten Tomatoes!

The New York Times reports that studio executives aren’t fans of the way the website aggregates reviews from critics and audience members. If you aren’t familiar with Rotten Tomatoes, it assigns movies a percentage score based on the relative number of positive and negative reviews. A score of 60 or above gets a red tomato icon. Lower scores are marked with a green splat.

Colin ShawUnbelievable! Reviewers Blamed for Movie Flops!

The 3 Trends Customer Experience Professionals Can’t Afford to Ignore

by Colin Shaw on October 2, 2017



The Three Trends You Can’t Ignore in CX Today

As a Customer Experience professional, understanding three trends today is imperative. Without accepting these tenets, you are thwarting your success before you even begin. However, if you can accept them, you are poised not only to deliver an excellent experience, but you will also position yourself to move it to the next level of greatness.


What are these 3 remarkable trends with so much power and clout? 

  1. Recognizing that Customers decide emotionally and justify rationally.
  2. Embracing the all-encompassing nature of Customers’ irrationality.
  3. Realizing the only way to build Customer loyalty is through Customer memories.


Let’s explore each of these trends and how they affect your approach to Customer Experience Design and Improvement:

Recognizing that customers decide emotionally and justify rationally:

For years, I have been preaching that emotions influence the outcome of a Customer Experience by more than 50%. Emotions are irrational, however, and inspire irrational behavior. Whether the person is conscious of their emotions or not, people buy based on how they feel. Afterward, people then justify their purchase using rationality, contributing to the erroneous impression that the decision was, in fact, rational.

Customers are irrational by nature. After all, they are people, and people are irrational by nature. If you are resistant to this idea, it is time to quit fighting it. When you accept this idea, you can design your experience to evoke customer emotions that drive that irrational behavior into what is valuable for your organization’s bottom line.

Embracing the all-encompassing nature of customers’ irrationality:

It is standard practice for Customer Experience teams to undertake a customer survey to determine why customers did what they did. This exercise will not reveal the real reasons customers decided to buy. Remember, customers think they made a rational buying decision, so the reasons they give you for their behavior will be logical ones. However, thinking something is rational does not make it true.

The fact is your customers didn’t know the real reason they decided to buy. Without their knowledge, hidden influences produce emotions that encourage behavior. These hidden influences range from visual or external clues to emotional or internal clues. Since you can’t rely on customers to account for what made them feel the way they did, you must understand the hidden influences present in your current Customer Experience and how they motivate behavior. Then, perhaps most importantly, you should tweak the hidden influences to drive the behavior you want.

Realizing the only way to build customer loyalty is through customer memories.

Every Customer Experience professional wants to build customer loyalty. From loyalty cards to rewards programs, and even a fruit basket here and there, well-intentioned efforts to win customers’ loyalty are misguided and don’t understand why customers are loyal to you.

Experiences do not form customer loyalty, but memories of experiences do. And despite what you might think, customers don’t remember every moment of the experience the way you think they do. In fact, most memories boil down to two moments in the experience, the highest emotion they felt (the peak) and how the experience ended up (the end). Experts refer to this as the Peak-End Rule.

Having an understanding of how memories form is crucial to fostering customer loyalty. Then, follow up with comprehensive team training to encourage loyalty-forming customer memories. And what is the fundamental concept behind memory formation? That’s right, evoking the proper emotions.

Understanding that people buy irrationally and then justify rationally, that this irrationality is all-encompassing, and that customer loyalty is the result of peoples’ memories of the experience is critical to today’s Customer Experience professional. It explains why people do what they do, providing the proper background for analyzing your present experience to recognize where it needs to change.


This post is part of the Customer Experience Professionals Association’s Blog Carnival “Celebrating Customer Experience.” It is part of a broader celebration of Customer Experience Day. Check out posts from other CX Day bloggers & learn more at CXDay.org.                                                                       

Colin Shaw is the founder and CEO of Beyond Philosophy, one of the world’s leading Customer experience consultancy & training organizations. Colin is an international author of six bestselling books and an engaging keynote speaker.

Follow Colin Shaw on Twitter & Periscope @ColinShaw_CX



Colin ShawThe 3 Trends Customer Experience Professionals Can’t Afford to Ignore