BSP 061: The Intuitive Customer by Colin Shaw

Colin Shaw, author of The Intuitive Customer: 7 Imperatives for
Moving Your Customer Experience to the Next Level, talks about the
mistake many organizations make when trying to take the customer
experience to the next level. Shaw says that organizations plateau
because they tend to focus mostly on the rational aspects of
customer service, casting aside the emotional and irrational parts
of the overall experience. He says that companies assume “Customers
buy rationally, but what we do is we buy emotionally and justify it
with logic.” Taking the customer service experience to the next
level involves behavioral economics — understanding how customers
are feeling and thinking about the emotions organizations want to
evoke in customers. A key aspect, he says, becomes which emotion
the organization wants to evoke in their customers and making sure
those emotions, in return, drive value. Learn more about your ad
choices. Visit megaphone.fm/adchoices