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Building great
customer experiences
By Colin shaw
Building Great Customer Experiences is an international best seller now available in paperback. This was one of the first pioneering books on Customer Experience. In this book Colin Shaw, our Founder, gives an overview of the concepts behind the Customer Experience. Colin outlines why a Customer Experience is important and what organizations should do to build a great Customer Experience.
He introduces the Seven Philosophies for building a great Customer Experience:
Great Customer experiences are:
- A source of long-term competitive advantage
- Created by consistently exceeding Customers’ physical & emotional expectations
- Differentiated by focusing on stimulating planned emotions
- Enabled through inspirational leadership, an empowering culture and empathetic people who are happy and fulfilled
- Designed ‘Outside In’ rather than ‘Inside Out’
- Revenue generating and can significantly reduce costs
- An embodiment of the brand
Colin uses a number of examples from many different companies and interviews a number of senior business leaders. This book is a practice guide to how to go about improving your Customer Experience.
“This book hits the strike zone of how marketers, and organizations overall, need to be thinking to win today. It's a clear roadmap for building a high performance organization crystallized around the customer. Importantly, Shaw and Ivens recognize that emotions are at the core of all relationships - it's no different with customers than our family & friends -- and truly engaging and successful brands.”
Barry Herstein
Chief Marketing Officer
Financial Times Group
Based in New York
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