Why You Love Super Bowl Ads But Hate Shopping!

by Colin Shaw on March 2, 2017

Even if you didn’t watch the Super Bowl, you probably checked out this year’s commercials. I certainly did.

I laughed out loud at Melissa McCarthy pratfalling her way through environmental causes in an ad for Kia’s Niro hybrid. And no matter what you thought of the controversial 84 Lumber commercial, it was hard not to be touched by the hopeful face of the little girl setting off on a long journey. Even Skittles got a chuckle out of me.

The ad agencies that concoct these commercials know the power of emotions, whether it’s humor or a tug at the heartstrings. They know that by evoking emotions, they can create an overall impression that persuades us to like a product or a brand. And they know that potential customers will remember that ad long after they’ve forgotten an instant rebate special.

Colin ShawWhy You Love Super Bowl Ads But Hate Shopping!

How to Succeed at Your New Job

by Colin Shaw on March 1, 2017

On his first day on the job as U.S. Secretary of State, Rex Tillerson stood before a crowd of State Department employees and introduced himself. “Hi, I’m the new guy.”

The humble comment brought laughs because, until recently, Tillerson was CEO of ExxonMobil, one of the biggest companies in the world. But it also reflected something very true about Tillerson’s status: cabinet secretary or not, he was a brand new employee in unfamiliar territory. Like all new employees, he will have to learn people’s names, adjust to the way things get done, and figure out where the restrooms are.

Tillerson’s remark led me to think about new employees generally, and my experiences over the years, both as an employee and as as the CEO of our customer experience consultancy, Beyond Philosophy. Being new can be tough, and yet the first three months are a critical time when superiors and coworkers form their opinions about you. Here’s a list of my top ten Do’s and Don’ts for new workers:

Colin ShawHow to Succeed at Your New Job

To Get Loyal Customers, Start with Loyal Employees

by Colin Shaw on February 28, 2017

Hotel giant Hilton recently dropped the H from its rewards program, replacing the linguistically puzzling Hilton HHonors with an easier to pronounce version, Hilton Honors.

The change is more than cosmetic. The new rewards program will be the first in the industry to allow members to combine points and money for a hotel visit. Members can also combine points with friends or family members for free, or use points to buy things on Amazon.com. And frequent travelers will be able to put their elite membership status on hold rather than lose it when they take a break from travel.

“These new perks revolutionize how all Hilton Honors members can use their Points, senior vice president and global head of customer engagement, loyalty and partnerships Mark Weinstein said in a press release. “Frequent travelers told us they want more flexibility while less frequent travelers want to be able to use their Points in more ways and more quickly.”

Colin ShawTo Get Loyal Customers, Start with Loyal Employees

We All Hate Losing – Here’s Why

by Colin Shaw on February 21, 2017

Tennis great Jimmy Connors famously said, “I hate to lose more than I love to win.”

His aversion to loss isn’t limited to elite athletes. Distaste for losing motivates politicians, gamblers, businesspeople and importantly, ordinary consumers. And unless you recognize its power, you may make critical mistakes with your customer experience.

Prospect theory explains why we hate losing more than we like winning. As described by Professor Daniel Kahneman of Princeton’s Woodrow Wilson School (and winner of the 2002 Nobel Memorial Prize for Economics), we have a tendency to evaluate things in terms of gains and losses. We don’t like losing – even more than we enjoy gaining a similar amount.

To illustrate this, Kahneman gives us the example of betting on a coin toss. If you told college students that they’d lose $10 if the coin came up tails and then asked them what they’d have to win on heads to make the bet worthwhile, they’d say $25. This means that for people to be willing to risk losing, they have to have a chance of making much greater gains if they win.

Colin ShawWe All Hate Losing – Here’s Why

8 Leadership Strategies From An Influencer

by Colin Shaw on February 16, 2017

Childhood bullying gets a lot of attention these days, but bullying and other bad behavior can be just as destructive in the workplace as on the playground.

Over the years, I’ve seen people with poor social and interpersonal skills unnecessarily make life miserable – not just for themselves, but for everyone else in the workplace. For managers and executives, poor relationships with employees and customers are one of the surest ways to undermine any efforts to create a positive customer experience.

Creating and maintaining work relationships isn’t hard, if you just remember a few simple rules that you probably learned before you were even in your teens.

1.    Do unto others…

Or, as my mum would say, “treat others the way you would want to don by”. In business, that means treating fellow employees, customers and others with the courtesy and respect you’d like to receive from them.

Colin Shaw8 Leadership Strategies From An Influencer

Good Tipper Or Scrooge – What Are You?

by Colin Shaw on February 14, 2017

Some people love to tip and others do, but begrudgingly. However, it appears that nowadays everyone is expecting a tip even if they are just serving you at the checkout!

When you see a tip jar by the cash register what do you think? To me, the tip jar says “I deserve a tip”. But it says quite a bit more, too, and none of it good about your Customer Experience.

When ordering at a cash register, we Brits tend to feel a tip is not necessary as we offer gratuity when waited on at a table. However, I also recognize that when I am in the States, tipping rules are different.

The tip jar is there nonetheless. Now, as a customer, I must decide. Tip now, even though it’s not a situation where I would perceive a tip to be necessary, or ignore it and risk appearing rude to the person making my taco/latte/sandwich.

Say I go ahead and tip. How much do I tip? The loose change I get back from the cashier? A couple of dollars? 20% of my entire check? What is customary for the tip jar next to the cash register?

Colin ShawGood Tipper Or Scrooge – What Are You?