Since Colin Shaw’s presentation at the 2008 IQPC Customer Feedback conference, he has been focusing on his newest book The DNA of Customer Experience: How Emotions Drive Value. On the heels of the 2009 Customer Feedback week conference Customer Management IQ’s Blake Landau caught up with Shaw, who discusses the future of customer experience management.

When Shaw worked at BT 12 years ago, he was tasked with the challenge of improving the customer experience at a low cost. Since then, this has been his obsession.

Today, Shaw has blown away the customer service community with this ground-breaking research on what drives customers to buy. He has caused a stir in the business community with his perspectives on differentiating the customer service offering. In this podcast Shaw describes the importance of the authenticity of the customer experience you provide.

[inlinead]Shaw has statistically proven that emotions will "drive" or "destroy" value in your business. Through years of research conducted on which emotions drive value, he found the recipe for a no-fail customer experience offering.

He helps companies get to the root of what customers actually want. For example, take a Disney theme park. If you asked customers what they want to eat at the Disney theme park, they would tell you they wanted healthy options such as salad. However, what people actually purchase at theme parks are burgers and hot dogs.

For the first time, Shaw has proven a direct correlation between what he calls "emotional clusters" and "actual revenue." In this Customer Creation podcast, you’ll hear how to effectively create actual revenue for your own company.

Customer experience can be complicated terrain to map out. Shaw provides clarity on the largely unexplored territory that is the customer experience.