Comments on: Guest Blogger: Colin Shaw on Customer Experience and Emotion

By: The emotional piece of the customer experience « Winning Customer Experiences

Wed, 21 Apr 2010 15:46:40 +0000

[...] that in his book The DNA of Customer Experience Colin Shaw identified twenty emotions grouped into four clusters that have been "independently and statistically proven to impact customers’ short-term spend, [...]

By: Alex Horovitz

Alex Horovitz — Thu, 18 Dec 2008 04:00:35 +0000

At Brookeside we spend a lot of time studying customer (and employee) loyalty which is a direct measure of relationship engagement. The level of Customer Loyalty is a direct function the approach taken by the relationship manager. Our research has validated this time and time again.

By: Sarah Hughes

Sarah Hughes — Tue, 04 Nov 2008 04:25:42 +0000

Wow! I loved your article. I am a property manager and have tried to convey this thinking to my team. Evoking the right emotions is powerful. And knowing how to work with emotions is a strong asset to have. I also have another business with home fragrance and perfumes. In this business I stress the power of the sense of smell to evoke memories and create moods. I try to describe a scent personality to a customer in order to determine their needs and wants for fragrances. I guess I need to start applying an emtional personality factor to my real estate customers and read their emotions to know how to create or alter an "emotional signature" as you described. Great job!

By: Colin Shaw

Colin Shaw — Mon, 08 Sep 2008 08:24:49 +0000

Eric, our latest work shows that Customers have a subconscious experience. This is the experience that our subconscious mind “sees”, the little things that an organization do that make a big impact. This is on my blog http://www.ExperienceClinic.com. You may want to check this out for a more detailed explanation. I hope this helps.

By: Eric Brown

Eric Brown — Sun, 07 Sep 2008 19:55:12 +0000

Excellent Blog Post, Thank You,
Reflecting on the articles content, it seems a paradigm shift is in order from what we want, think, need (the business) to what the customer, wants, thinks needs and most importantly pointed out, how the customer “FEELS”. As I think through some of our own silly practices that we do because of some of our silly little “rules”, some of them likely really irritate our residents, and we know it, yet continue doing it because of these silly rules. What are those silly little rules costing us? How much Emotional Dissatisfaction have we inadvertently evoked because of these silly little rules? Lots of work to do, but love these interactions and forums for better insight, Thanks again!

By: Colin Shaw

Colin Shaw — Sun, 07 Sep 2008 17:59:00 +0000

It is when a Customer expectations are exceededor not achieved that emotions are evoked. So by understanding Customer expectations you can start to manage their emotions. People manage or evoke people emotions all the time. For example, I know what I can do that will make my wife, Lorraine, feel angry towards me. (I try not to do this very often ) I also know what I can do that will make her feel I care for her. The same applies to Customer. In my view there are a number of things we can do to evoke deliberate emotions in Customers.

By: Becky Carroll

Becky Carroll — Sat, 06 Sep 2008 15:11:14 +0000

BMW Sydney, you are absolutely right! We really can’t manage a customer’s emotions, as those are personal. We can definitely manage expectations, be clear about what customers will be getting in terms of their experiences with us, and then exceed those expectations in order to create WOW moments.

What kinds of things are you doing at BMW to make the experience fabulous?

By: Becky Carroll

Becky Carroll — Sat, 06 Sep 2008 15:09:20 +0000

Paul, I am glad you found the blog post thought-provoking! I would love to find out more about your research and perhaps share some of your findings with our readers here at Customers Rock! Creating the right experience, whether it is in sales, marketing, or customer service, is a key to working in conjunction with customer emotions to build loyalty. Thanks for commenting here on Customers Rock!

By: BMW Sydney

BMW Sydney — Fri, 05 Sep 2008 14:01:16 +0000

Customers emotions usually stem from their expectations.

We can provide a better experience by not only trying to manage emotions, but to manage customer expectations.

By: Paul Blunden

Paul Blunden — Fri, 05 Sep 2008 12:31:35 +0000

Thanks for the blog post I found it really interesting and thought provoking. We have been researching the measurement of emotional engagement online recently in preparation for a white paper and a conference slot. We managed to combine eye tracking technology with EEG to identify the brain pattern reactions to where people look. The findings are fascinating and supports much of what you are saying above.
Of course as you say, measurement is only part of the problem. Most organisations haven’t considered the type of experience they want to deliver, other than in broad brand terms. There is another book on the subject called ‘The Experience Economy’ available on HBS Press which talks about this in more detail and I recommend it.