Colin Shaw

I bought these books (The Intuitive Customer, The DNA of Customer Experience, Kissinger the Negotiator) as used books since I was tight on my budget and I really wanted to read them. The Intuitive Customer, is a book about CX or customer experience which is really important for businesses of all sizes.

Author begins with Moving Your Customer Experience to the Next Level Requires New Thinking, and explaines why Flat earthers in organizations are stuck under the glass ceiling. because they don’t know or they don’t realize how people (customers) make decision and justify it.

There are a lot of great of examples to prove what authors are claiming about customer behavior and decision making trigers, i.g. There is a big difference between what customers say and do and Disney knows when they ask customers what they want to eat at the park, they say they want an option of salad. However, Disney also knows people don’t pick the salad option at theme parks but instead they choose hot dogs and hamburgers.

You’ll find other types of examples, and author’s experience along with studies and researches from universities and institutes in customers behavior, emotions, decision making reasons, etc. I’ve learned the value of emotions, heuristice and memory in customer loyalty.

An interesting example of how people think (make decision) comes from The advertising on TV for the betting market in the United Kingdom, Ladbrokes, a well-established betting company, wanted to take a different approach and They employed BBH, one of the world’s top advertising agencies, to make a new advert for them. This new ad is called “This is the Ladbrokes Life.” BBH’s creative idea exploited the fact gamblers fall into different categories or personas, which are :

The Ladbrokes/BBH Gambling Personas
Name: Professor Quality: Knowledge and the other, Name: Gut Truster Quality: Intuition/Instinctiveness
with the details of explaining how and why these 2 types personas have different values of decision making.

One the sections that I really liked is about “cognitive depletion”, which author covered professionally and teaches you how to take advantage of it in order to drive customer loyalty. in different sections and examples, author also is trying to remind you about their services such as “CRM” and/or changing in your company’s policy e.g. “clear desks policy” which I (personally) didn’t find professional especially in this knowledgeable book, although now a days we’re finding this type of ads in alot of new publications and books. more about this book and my review:
http://3ee.info/the-intuitive-customer-book-by-colin-shaw-and-ryan-hamilton-revi...… (altro)