Colin Shaw, recognized as one of the world's leading authorities on customer experience and founder of Beyond Philosophy, reveals why businesses continue to see declining satisfaction scores despite record investments in CX technology. Drawing from decades of research and consulting work with global brands, Shaw offers a compelling framework that challenges conventional thinking: successful customer experiences require understanding four distinct layers that most companies completely overlook.
Some takeaways:
The fundamental CX paradox: Despite billions in spending, customer satisfaction scores continue to decline across industries.
Most companies focus exclusively on rational aspects of CX (delivery times, price, features) while ignoring emotional, subconscious, and behavioral dimensions.
People don't choose between experiences; they choose between memories of experiences—and those memories are formed by emotional peaks and endings.
Tim Cook reads customer feedback at 5AM daily—most executives outsource this critical function, creating disconnect from customer reality.
The "scarcity principle" and "loss aversion" are behavioral economics concepts many companies use without understanding the science behind them.
Human connection will become increasingly valuable as AI advances—the key is determining where to deploy human touchpoints for maximum impact.
Curiosity is the fundamental trait that distinguishes exceptional CX professionals—looking beyond customer feedback to understand underlying motivations.
Companies obsess over fixing problems rather than identifying what truly drives customer value and loyalty.
CX professionals must look beyond their discipline to other fields like behavioral economics and psychology for deeper customer understanding.
Simply implementing AI tools without strategic integration creates organizational silos that mirror the early days of web implementation.
Where to find Colin Shaw:
LinkedIn: / colinrjshaw
Twitter/X: / colinshaw_cx
Website: https://beyondphilosophy.com/
Podcast: The Intuitive Customer
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