The Intuitive Customer: 7 Imperatives For Moving Your Customer Experience to the Next Level, Book by Colin Shaw and Ryan Hamilton, Review
About The Book:
Building on the work of Daniel Kahneman (Thinking Fast and Slow), Dan Ariely (Predictably Irrational), Shaw and Hamilton provide a new understanding of how people behave, explain what it means for organizations who really want to understand their customers, and show you what to do to create exceptional customer experiences.
Consumers are unreasonable – but they’re not stupid. We all like to think we make rational choices. But thirty years’ of research has shown that what we actually do is make instinctive, ‘gut’ choices and then reverse engineer a set of rational criteria to justify that choice in order to fool ourselves into believing that we are not being unreasonable. The funny thing is that those gut choices consumers make are often better than the ones they make when they actively and rationally consider their options. In other words – consumers are sensibly unreasonable. The problem is that a lot of marketing is reasonable – but stupid.
Why does every marketing brochure include a list of features and benefits that are based on the assumption that consumers are making a logical, cognitive choice? We know that they are not, but we keep doing it! By concentrating on providing cognitive solutions to emotional needs, marketing is trying to solve the wrong problem. What matters is how customers feel. You need to understand what makes consumers behave a certain way and then use that knowledge to shape the experience you deliver to the customer.
This book is about Behavioral Economics and consumer psychology. Building on the work of Daniel Kahneman (Thinking Fast and Slow), Dan Ariely (Predictably Irrational) and others, Shaw and Hamilton unpack this new understanding of how people behave, explain what it means for organizations who really want to understand their customers, and show you what to do to create exceptional customer experiences.
About the Author:
Colin Shaw, Founder & CEO, Beyond Philosophy. A pioneer in the field of Customer Experience, Colin has written four best-selling books on the subject. Colin’s background is in operational line management. He has held many senior exec positions in corporate life before founding Beyond Philosophy in 2002. Under Colin’s leadership Beyond Philosophy have helped many of the world’s most prestigious organizations improve their Customer Experience including American Express, FedEx, IBM and Caterpillar. One client, Maersk Line, the world’s largest container shipping company, improved their net promoter score by 40 points in 30 months, which gave a 10% rise in shipping volumes using Beyond Philosophy’s methodology.
Ryan Hamilton, Professor of Marketing at Emory University’s Goizueta Business School, Atlanta, Georgia. Ryan is an award-winning teacher and researcher in the field of consumer psychology. In 2011 was named one of ‘The World’s Best 40 B-School Profs Under the Age of 40’. His research investigates shopper decision-making: how brands, prices and choice architecture influence decision making at the point of purchase. His research and teaching are focused on identifying some of the surprising ways firms can use psychology to better understand and serve their customers.
Appearance: I’ve received a hard cover of the book, light weight, good size in my hand, with great quality of paper and printing.
Content: 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.
At the end I want to recommend, not just this book to you but also a free downloadable series of podcasts with Colin Shaw and Professor Ryan Hamilton, which have a lot of great info about CX. you may download podcast on http://beyondphilosophy.com/podcasts.
Did you Know (Book Articles):
Motivation is one of the things that drives whether people use a heuristic or a systematic, rational system approach to evaluating things. To figure out how customers evaluate your offer and experience, ask yourself:
- • Is your interaction with customers that are motivated by the product category, and that are experts, connoisseurs, or hobbyists? If so, then “easy” is less important to them.
• Is your interaction motivated by a customer’s need to get it done along with a dozen other to-dos, or by the need to purchase a product or service to which they don’t devote much thought or with which they are not personally involved? If so, then making the interaction easy is more important to them, as they will rely on simplifying heuristics.
Ryanair (a successful budget airline in theUK) CEO, Michael O’Leary, said the following about Customers (in public!):
• On refunds: “You’re not getting a refund so **** off . We don’t want to hear your sob stories. What part of ‘no refund’ – don’t you understand?”
• On the Customer is always right: “People say the customer is always right, but you know what – they’re not. Sometimes they are wrong, and they need to be told so.”
• On charging passengers to use the restrooms/toilet: “One thing we have looked at is maybe putting a coin slot on the toilet door so that people might actually have to spend a pound to spend a penny in the future. If someone wanted to pay £5 ($7.50) to go to the toilet, I would carry them myself. I would wipe their bums for a fiver.”
• On the in-fl ight experience: “Anyone who thinks Ryanair flights are some sort of bastion of sanctity where you can contemplate your navel is wrong. We already bombard you with as many in-flight announcements and trolleys as we can. Anyone who looks like sleeping, we wake them up to sell them things.”
As Einstein said:
The definition of insanity is doing the same thing over and over, but expecting different results.
The old thinking that all an organization needs to do is to focus on improving the quality, product, price, place, and promotion of their products and services is no longer good enough . By focusing on these alone, you are focused on the “ what ” of Customer Experience. However, organizations need to put an equal focus on “ how ” the Customer Experience is delivered. So to be very clear: you need to understand both the “what” and the “how.”
When looking at the how, we need to bear in mind that all organizations should be aspiring to understand and serve the Intuitive Customer. It is the Intuitive Customer who drives purchase decisions, even those that seem purely rational. To get a deep understanding of the Intuitive Customer, you need a deep understanding of how and why your customers do things. This understanding is at a superficial level in most businesses today. The Customer Experience is much more complex than just selling products to someone.
If you also have read this book, please share your review below, we greatly appreciate your comment and let’s talk about it!