Colin Shaw

To Build an Emotion-Packed High-Performance Brand, You Have to Go All the Way

Picture a Starbucks store. What comes into your mind? What feelings do you have about Starbucks? Now picture the Virgin logo. What are your thoughts? At Beyond Philosophy, we view a high-performing brand as one that is widely recognized by its target audience and which...

Engage Your Customers Emotionally to Create Advocates

I placed my items on the belt at the supermarket. The clerk scanned and bagged them. The amount was displayed on the screen. I handed over my credit card and smiled. I, then, realized that no one had said anything! The clerk swiped my card....

You Can Make a Business Case for Customer Experience

Working with business leaders who liked what they heard about the customer experience but still failed to embrace it, thought leader Colin Shaw recognized the need to give CxOs the rationale they needed to turn their businesses around. The result is his book, The...

Aim for “Natural” Customer-Centricity–So Ingrained You Don’t Have to Think About It

In our research, I have found that the great customer-centric organizations are either comparatively new organizations that have started with a blank sheet of paper or ones with a leader who fundamentally believes the customer should be at the heart of everything the business...

Where Does Your Customer Experience Begin and End?

Where does your customer experience begin and end? What is the emotional state of your customers as they begin an experience with you? It is fundamentally important to know this if you are to market to and design an emotionally engaging customer experience. A few...

First, Define What a Valuable Experience Is for Your Customers

About nine years ago, when I was senior vice president of Customer Experience at one of the largest global telecommunications companies in the world, I was called into the CEO's office. He had a new task for me. Little did I know that task...

Don’t Ignore Your Customers’ Emotions

Do you think customer emotional reaction to your service plays an important role in whether the customer will buy from you or use you again? We think so. Our consulting firm, Beyond Philosophy, bases its work on that belief. Whether it's why you buy...

“Inside Out” Corporate Behavior: Airlines Take Passengers for a Ride Before the Flight

"Did you have a good flight?" This is the usual question that everyone is asked when they come back from a long-distance vacation. For an industry that has so much potential for making people happy, why is it that airlines are constantly surprising us...

New Posts