The DNA of Customer Experience

The DNA of Customer Experience- How Emotions Drive Value

Review by Paul Aas, Loyalty Group

Author: James G. Barnes
Publisher: Wiley
Release: 2006
Pages: 224
Language: English

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Why you should read this book

Show me the money! This is the frantic cry of the "old guard" of senior executives as they desperately struggle to deal with commoditizing markets. And here they will find much of the answers to their frustration. By insight, knowledge and understanding of customer behaviour linked to "hard" values like lifetime value, cost of defecting customers and increased profit by repurchasing.

Every leader who is in doubt that active work to strengthen customer relationships really is worth the investment, should learn from the many case stories Colin Shaw comes up with in this book. It is littered with examples of organizations that already understand the DNA of Customer Experience and know the power of emotions to gain a competitive edge.

In one case study in this book, an organization adopting this philosophy dealing in a mature market, enjoyed 100 % growth in revenues, doubled their customer base, substantially reduced customer churn, increased the effectiveness of their marketing campaigns by 20% and reduced employee attrition by 13%.  Who wouldn't like to learn a bit of what this company did to get there? Well, here it is!

Main conclusions from the book

It's not only the financial impact that you will get insight in through your reading; Shaw manages to dig into the real core of Customer Experience building; understanding and managing customer emotions.  

The customer-focused executives know that the answer is simple: focus on the customer rather than the organization, provide customers with an emotionally engaging experience, and the rest will take care of itself. They understand that the customer experience is the next competitive battleground and that emotions account for over 50% of an experience. 

By the end of the book you will understand:

  • The four clusters of emotions that increase customers' short term spend and drive or destroy customer loyalty
  • How to prove that improving your customer experience provides considerable financial returns
  • How to evoke these emotions in your customers
  • How these emotions affect your metric KPI score and how to use them to improve it

The book rating

This is absolutely one of the most interesting and "to-the-point" books I've ever read about understanding and developing customer relationships. The many examples and anecdotes make it engaging and bring you knowledge in an entertaining way. This should be a "Bible" for everyone working with customers. Score: 7 out of 7 stars.

The DNA of Customer Experience

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