How to make your CX customer-centric | Colin Shaw | Engati CX

Jeremy DSouza
min read
How to make your CX customer-centric | Colin Shaw | Engati CX

Colin Shaw, one of the world’s top ‘Customer Service Gurus’ joined us on Engati CX to talk about making CX more customer-centric. 

Colin Shaw on how to make your CX customer oriented

Colin is recognized by Linkedin as one of the ‘World's Top 150 Business Influencers’. He is the Founder & CEO of Beyond Philosophy and helps organizations unlock growth by discovering customers' hidden, unmet needs that drive value.

Colin has written 7 bestselling books on Customer-driven growth and is the co-host of the highly successful Intuitive Customer podcast.

He has also been voted twice as Brand Quarterly readers on one of the 'top 50 Marketing Thought Leaders Over 50' and has been established as one of the top ‘Customer Service Gurus’ in the world by a Global Guru poll. 

Video interview of Colin Shaw on Customer-Centric CX

Our Interview with Colin Shaw

This section will contain a summary of our interview with Colin. But, if you'd rather hear him speak, we have the Spotify podcast embedded below.

What was the idea behind founding Beyond Philosophy? Was customer experience considered to be an important business parameter back in 2001?

Back in 2001, hardly anyone was focusing on Customer Experience. Before founding Beyond Philosophy, Colin Shaw was working for British Telecom. His boss asked him to figure out a way to improve their CX, but at the least possible cost.

So, he spent a couple of years focusing on customer experience and eventually created a program to improve their CX at a low cost.

Then Colin figured that CX was going to be a big thing soon. So he left the comfort and stability of his job at British Telecom and went on to found Beyond Philosophy.

The world is moving towards a customer-centric approach, but organizations will only do this to gain business value.

Organizations are not going to improve the customer experience and go into whatever costs are involved in doing that if it doesn’t provide a return.

What lies in the future of conversational intelligence or chatbots? How is it going to change the world of customer service?

Customer experience needs to be broken down. It involves:

Rational experience (what the customer does), Emotional experience (how the customer feels), Subconscious experience (one the customer is not aware of) and Psychological experience (behavioral economics area).

It ties into the of future conversations with chatbots because AI-powered chatbots will be able to understand the patterns of customer behaviour better and respond to them in a better manner.

Customer behaviour is hard to understand. What customers say can be different from what they actually want.

When Disney spoke to their customers about the Disneyland meal options, they heard that they wanted an option for a salad. But the reality of the situation is that when salads were included, the theme park patrons didn't really go for it.

What people say is important and what they actually consider to be important can be two different things.

Most organizations have not yet employed technology to identify the hidden need. But chatbots and conversational intelligence can help do that.

How is customer service going to change after the crisis?

The psychological effect of the pandemic is quite large.

We human beings develop habits as a means of saving time.

Customers have habits. And if their habits result in them buying your product, that's great. But, if their habits result in them not buying your product, then you need to find a way to break those habits.

Habits break in unusual situations (and at unusual times).

For example, when you go on a vacation, you try new things.

This pandemic is an unusual situation and a lot of habits are breaking because of it.

So this is essentially an opportunity to understand the new habits that they develop and how to get these habits to work for you.

Find ways to serve their customers while keeping their new habits in mind.

For example, there's a shift towards online shopping and opting for delivery now. And if you're a grocery store, you need to find a way to go online, or at least to have a delivery option.

Do you think we have reached the stage where customer service is given the importance it deserves?

Companies have always treated Customer Service like a second class department.

Sales and Marketing are always considered to be more glamorous because they're visibly pulling in revenue.

But, progressive companies like Apple consider their customer service department equal to their other departments.

There are 4 stages of customer-centricity:

  • Naive Organizations- Don't care about the customer
  • Transactional Organizations- Treat customers like transactions and process them
  • Enlightened Organizations- Recognize that's a more holistic experience
  • Natural Organizations- Naturally focused around the customer

Organizations need to know what stage they are in. When you figure out which stage you are in, then figure out what you need to do to progress to the next stage.

Figure out whether you designed your systems in a customer-centric manner or you designed them simply to save costs.

The key to Customer-Centric CX is the organizational mindset.

Organizations that look at a customer as a transaction, will essentially get less value out of them.

Treat your customer as a human, make them feel cared for and you will get more value from them.

Are there any other thoughts that you'd like to leave our audience with?

Customers are people.

Human decision making is complicated. Therefore, consider their emotions and the subconscious messages that you send.

The agents of one of the UK's largest insurance companies would tell their customers that their papers 'should' reach them within 5 working days. But the word 'should' caused doubt. It meant that they may not reach them, so customers kept calling back. Changing 1 word,  from 'should' to 'will' improved the subconscious message and within 3 weeks the volume fell from 76% calls back to 6% calls back.

Embracing these behavioural economics gets you the real insights.

Customers are human beings. They are irrational.

Customers don't make rational buying decisions. They don't buy with logic.

Customers buy emotionally and they justify the purchase with logic.

Understand your customers

Colin Shaw says that you need to understand your customers' behavioural patterns. Engati can help you do that, because Colin believes that chatbots can help detect behavioural patterns. Start off with Engati for free today. No credit card needed.

Spotify Podcast- Colin Shaw on Customer-Centric CX

Engati CX

We hope you learned a lot about making your CX customer-centric from this interview. Engati CX will be back with a new expert in a new episode soon.

Find Colin Shaw

If you’ve gained any value from this interview, imagine the insights you could gain by following Colin. Find him on LinkedIn or Twitter.

More from Engati CX

We hope you’ve gleaned some great insights about making your CX customer-centric. Now it's time to learn how to innovate in this age of technological convergence in this interview with Jeremy Scrivens.

Want to transform your business towards becoming more customer-centric? Register with Engati and we’ll show you how with an AI-powered chatbot.

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