by Colin Shaw

The last time you looked up product reviews, which ones did you notice first, 5-star, or 1-star? Also, how many 5-star reviews does it take to offset a 1-star review? Probably more than one. …


by Colin Shaw

You can have a great philosophy, deliberate strategy, and cunning tactics to inspire customer-driven growth, but if you don’t change your culture, they won’t work. Changing the culture within your organization is vital if you want to deliver a Customer Experience that fosters customer loyalty and retention.


by Colin Shaw

Oscar Wilde’s famous quip shapes my marketing philosophy, “There is only one thing worse than being talked about, and that is not being talked about.” One of the reasons the brilliant quote rings true is because of the concept of Priming. When you bring attention to things…


by Colin Shaw

Many decisions that we make in life are subjective, without a “right answer.” We weigh the benefits and drawbacks and make the best choice we can based on the information we have. Giving your brain some time to sort through the data points available can increase the…


by Colin Shaw

We’ve recently trained some of our clients on journey mapping. During the process, I realized that there is a lot that people don’t know about it — and that they needed a few rules to help them make the most of the exercise.

We discussed the problems…


by Colin Shaw

Do you know what annoys me? When I go into an organization, and they say their goal is to delight customers at every moment of contact. Honestly, it sounds exhausting, for both the team and your customers. …


How we share information is affected by the medium that we use to communicate it. We can see this concept manifest in customer reviews and advertising response behavior. The technology through which customers write reviews and interact with your organization influences the content produced and information shared.

We discussed the…


Artificial intelligence (AI) has been around for decades and mostly used in a science-fiction context. As a result, many people are either terrified of it or assume it is as inexplicable as magic. However, like all science, AI has concepts that are accessible to us all, no suit of armor…


I’m obsessed with memory. I love the subject and discussing the behavioral sciences that explain it. Today, we decided to address memory and how crucial it is to enhance your customers’ recollections of their experience with you.

We discussed this concept on a recent podcast with guest Zoey Chen, assistant…


A genuine effort to understand your customers’ emotions is essential to your Customer Experience design. Also, when you can segment based on customers’ behavior and the needs the behavior indicates, you can customize your experience to appeal to each segment. …

Colin Shaw

Customer experience consultancy specializing in strategy, training and market research.

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