The DNA of Customer Experience
Show me the money! This is the frantic cry of the 'old guard' of senior executives as they desperately struggle to deal with commodifying markets, the loss of their differentiators, and the inevitable impact this has on their market share, profitability, shareholder value, and their jobs!
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What does the new breed of enlightened Customer-focused executives know about creating a great Customer Experience? They will smile and tell you the answer is simple. Focus on the Customer, not the organization. Provide Customers with an emotionally engaging experience. The rest will take care of itself. They understand that the Customer Experience is the next competitive battleground and that emotions account for over 50% of the experience.
In one case study, revealed in The DNA of Customer Experience, an organization dealing in a mature market enjoyed 100% growth in revenues, doubled their Customer base, substantially reduced Customer churn, increased the effectiveness of their marketing campaigns by 20%, and reduced employee attrition by 13%. All this was achieved by understanding the DNA of Customer Experience and how emotions drive value.
As the World Thought Leaders on Customer Experience, Beyond Philosophy™, led by Colin Shaw, has undertaken more than 18 months of ground breaking research both in Europe and the US, in order to discover the emotions that drive and destroy value in an organization. They discovered a critical empirical link between evoking these emotions and financial returns. This leading edge research has been conducted with and endorsed by Professor Christopher Voss of the London Business School and a dedicated team of psychologists.
Colin Shaw reveals the four clusters of emotions that have been statistically proven to increase a Customer's short term spending habits, and emotions that can drive or destroy Customer loyalty. These clusters of emotions have been proven to increase or decrease your Net Promoter score (Reicheld and Satmetrics). For the first time ever, there is a simple way to prove to the accountants how improving your Customer Experience provides substantial financial returns. Now you can “Show them the money!”
The DNA of Customer Experience goes one step further to tell you how to evoke these emotions. Beyond Philosophy shares the tactics they have used in many successful engagements to evoke these emotions in customers. It is full of real-life examples from organizations that already understand the DNA of Customer Experience and know the power of emotions in gaining competitive edge!
By the end of the book you will understand what these emotions are and what you should be doing to evoke the cluster of emotions that drive customer spend and loyalty and what to do to eliminate the emotions that destroy value in your Customer Experience.