The Intuitive Customer

1. Front Matter

   Pages i-xix

   PDF

2. Moving Your Customer Experience to the Next Level Requires New Thinking

   • Colin Shaw, Ryan Hamilton

   Pages 1-16

3. Imperative 1: Recognize that Customers Decide Emotionally and Justify Rationally

   • Colin Shaw, Ryan Hamilton

   Pages 17-33

4. Imperative 2: Embrace the All-Encompassing Nature of Customers’ Irrationality

   • Colin Shaw, Ryan Hamilton

   Pages 35-48

5. Imperative 3: Understand that Customers’ Minds Can Be in Conflict with Themselves

   • Colin Shaw, Ryan Hamilton

   Pages 49-69

6. Imperative 3(Continued): Understand that Customers’ Minds Can Be in Conflict with Themselves

   • Colin Shaw, Ryan Hamilton

   Pages 71-83

7. Imperative 4: Commit Yourself to Understanding and Predicting Customer Habits and Behaviors

   • Colin Shaw, Ryan Hamilton

   Pages 85-107

8. Imperative 5: Uncover the Hidden Causes and Unintended Consequences of Customers Wanting Things to Be Easy

   • Colin Shaw, Ryan Hamilton

   Pages 109-126

9. Imperative 6: Accept that Apparently Irrelevant Aspects of Your Customer Experience Are Sometimes the Most Important Aspects

   • Colin Shaw, Ryan Hamilton

   Pages 127-140

10. Imperative 7: Realize the Only Way to Build Customer Loyalty Is through Customer Memories

    • Colin Shaw, Ryan Hamilton

    Pages 141-159

11. How to Move to the Next Level of Customer Experience

    • Colin Shaw, Ryan Hamilton

    Pages 161-191

12. Customer Experience Is a Journey, Not a Destination

    • Colin Shaw, Ryan Hamilton

    Pages 193-200

13. Back Matter

    Pages 201-216

    PDF

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.

• customer behavior
• customer psychology
• consumer
• behavioral economics
• marketing
• product development
• business
• conflict
• organization
• organizations
• science and technology
• success

• Beyond Philosophy, Orlando, USA

  Colin Shaw

• Emory University’s Goizueta Business School, Atlanta, USA

  Ryan Hamilton

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.

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