Why do people knock wood for luck? Why do people press elevator buttons 20 times, even though they know it won’t make the elevator come any faster? People are irrational. Why do people love inanimate objects like smartphones? Why do people cry when they see an artist’s work? People are irrational. Who are your customers? Irrational people. Why, then, do organizations design rational experiences?

Emotions comprise more than half the typical customer experience. With the immediacy of information and social media, you must embrace that irrationality and use it to your advantage by building a deliberate experience. Join international bestselling, customer experience author, Colin Shaw, as he repeats the critically acclaimed speech he delivered at this year’s South by Southwest (SXSW) event in Austin, Texas. Colin will present psychological research that reveals examples of irrationality, the mistakes organizations are making today, how you can embrace irrationality and how to build an emotionally engaging experience.