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The DNA of
customer experience
Endorsements
'We have used Colin's principles to guide our thinking on how to create a great experience for Harley-Davidson customers. This book takes the thinking on the Customer Experience to the next level. Read it; learn from it, do it!'
Steve Phillips
Vice President, Quality, Reliability & Technical Service
Harley-Davidson Motor Company
'At The Ritz-Carlton we are focused on enhancing the overall experience for our guests which ultimately results in creating Ritz-Carlton ambassadors for life. To do this we strive to remain relevant and up to date on the latest thinking. We have always been great supporters of Colin's thinking on Customer Experience. His insights are extremely valuable and the advice in this book is no exception.'
Diana Oreck
Vice President
Global Learning and Leadership Center Ritz Carlton
'Learning how you can make significant new profits by evoking customer emotions is something that all CEO's should be paying attention too. Now supported by thought-leading research, backed by leading academics, Colin Shaw shows how this can be achieved in his new book. Through an exhaustive and detailed research and practical work with many clients he can now prove how emotions drive and destroy value and how they can increase or decrease your Net Promoter® score.'
Chuck Kavitsky
President
Allianz of America
'Customer Experience Management is a revolution that has swept the business world in the last few years. Yet, as Colin Shaw shows us, too often we may neglect understanding how our Customers truly feel towards us. Quantifying customer feelings is a breakthrough concept that puts monetary value on this "emotional signature" - and can help transform the relationship a business has with its customers!'
Barry Herstein
Chief Marketing Officer
American Express International
'All business leaders should read this book. For too long firms have ignored the emotional impact of their actions and failed to measure how customers feel. Well no more...in this thought leading book, Colin outlines how you can measure the emotional impact of the Customer Experience and use this to impact your bottom line.'
Txemaa Arnedo
World Wide Small Business & Mid-Market Customer Experience Director
Microsoft Corporation
'Once again Colin Shaw shows us the future. As with 'Building Great Customer Experiences' and 'Revolutionize your Customer Experience', ' the DNA of the Customer Experience' develops and grows our knowledge of Customer Experience Management further and at the same time introduces a practical and revolutionary technique to get value from it.'
Simon Fox
Chief Executive
HMV Group Plc.
'The Customer Experience revolution continues as Colin Shaw and his new book again pushes the boundaries of our understanding. Using case studies and leading business research Colin demonstrates the true value of emotions against the bottom-line. This book pulls no punches. It tells you how much you can lose or gain in revenue by evoking the right emotions in your customers.'
Stuart Roberts
Customer Services Director
Barclaycard
'Thought-leadership at its best. The DNA of the Customer Experience gets to the real heart of what it is that makes Customer Experience Management so valuable as a means to increased profitability and differentiation in the over commoditized world we live in today.'
Rhonda Dishongh
Director, Customer Experience
Memorial Hermann Hospital System
'Truly excellent thought leadership. This book builds on the previous two and deals directly with the core issue that many executives struggle with, "Intuitively I believe it but how can I make a compelling business case to convince others and justify the investment?" Essential reading for all those committed to created great customer experiences in their organizations.'
Gary Price
Director of Customer Experience Implementation
Norwich Union
'How many of us thought that life was just about price and product, well after reading this book you'll all be wondering why you ever thought that was the only thing. As surely as mariners came back from their ventures and said the earth is not flat, you will come away from this enthused and surprised by the true power of emotions.'
Liam Lambert
Operations Director, Europe
Mandarin Oriental
'Truly enlightening, you will never think of the Customer Experience in the same way again.'
Darren Cornish
Head of Customer Experience
Norwich Union
'Do you think your customers just make decision rationally without consideration of their emotions? Well think again. In this new ground-breaking book, Colin Shaw opens our eyes to the world of emotions and how to manage them for profit.'
Steve Hurst
Managing Editor
Customer Management
'What is the customer experience? While it may be difficult to define, you can be sure that its DNA lies in the way a customer feels - just as this book describes. The real triumph of Colin Shaw's latest title, though, is revealing how unlocking the secrets behind customer emotions can boost your bottom line.'
Claudia Hathaway
Editor
CCF & eCCF
'Positive emotions play a huge but secretive role in retail. The next time your Chief Financial Office says emotions are unimportant, show them this book! Far from being of no value their influence is immense; ignore them at your peril or use them for profit the choice is yours.'
Mark Campbell
Hamleys Entertainment Manager
Hamleys
'We are so used to dealing with physical things like price and quality and forget that our customers have emotions. But what should we do about it! Well my congratulations to Colin Shaw for finally enlightening us all with a book that ventures into this new territory and shows us how to make a profit at the same time.'
Alan Gordon
Route Director
Stena Line
'At last there is a business book that tells us the value of emotions and a means of unlocking their potential. For too long now business-leaders have ignored this vital aspect of the customer experience at their peril, but not anymore.'
David West
Senior Vice President
Aspect Software
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