Colin Shaw's new eBook, “Unlocking the Hidden Customer Experience: Short Stories of Remarkable Practices that Ensure Success” explores both the philosophy behind great Customer Experience and the best (and worst) real-world examples of them. As the founder and CEO of Beyond Philosophy and author of four best-selling books on Customer Experience, Shaw uses his expertise to point out where today's companies are using their Customer Experience to foster an environment conducive to Customer loyalty and retention—and where they aren't. Many companies understand that having an excellent Customer Experience is the next great competitive differentiator for organizations. Fewer of them, however, understand the importance of creating a deliberate emotional and psychological experience that sends the right signals to meet Customer's expectations. Companies must decide whether they want to delve into the emotions of their current experience and finesse them to evoke a deliberate response or be content with whatever happens by accident. Even if you are in the business-to-business arena, Customer emotions play a unique part of any Customer Experience. Too many organizations don't realize this, so they focus on the mechanics and processes of an Experience, but leave the emotional bits undefined and unplanned. In this way, most organizations leave the emotions of an Experience up to chance, which is a dangerous way to operate a business desiring longevity and profitability. Part 1 of this book addresses these emotional connections to Experience and how to design for them. The emotions that are part of the Customer Experience are both conscious and subconscious. Sometimes the Customer knows exactly why they feel the way they do, and other times they don't. Because of this, it can be difficult to get to the real cause of an issue in your Customer Experience.