Customers Are Irrational: Stop Fighting It

A session at SXSW Interactive 2012

Sunday 11th March, 2012

12:30pm to 1:30pm (CST)

Why do people knock wood for luck? Why do people press elevator buttons 20 times, even though they know it won’t make the elevator come any faster? People are irrational. Why do people love inanimate objects like smartphones? Why do people cry when they see an artist’s work? People are irrational.Who are your customers? Irrational people. So why then do organizations design rational experiences? Emotions comprise more than half the typical customer experience. With the immediacy of information and social media, you must embrace that irrationality and use it to your advantage by building a deliberate experience. Effectively managing and engaging subconsciously with these irrational customers is essential.Join international bestselling customer experience author Colin Shaw as he presents new psychological research that reveals examples of irrationality, the mistakes organizations are making today, and how you can embrace irrationality and build an emotionally engaging experiences.

About the speaker

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Colin Shaw

CEO, Founder, Beyond Philosophy

Colin Shaw is a successful entrepreneur and author of three international best-selling customer experience books: Building Great Customer Experiences (2002); Revolutionize Your Customer Experience (2004) and The DNA of Customer Experience: How Emotions Drive Value (2007) and is a co-author of the latest book, Customer Experience: Future Trends & Insights (Oct 2010). Over the years, Colin held a number of managerial positions in sales, marketing, and customer service culminating in his appointment as Senior Vice President of Customer Experience for British Telecom (BT) where he led a team of 3,500 people worldwide. One of his many assignments was to ‘improve the customer experience at least cost’. Following this success, Colin took the biggest gamble of his life. He left the security of the corporate world in 2002 to establish Beyond Philosophy, a pioneering consultancy focussed on helping organizations improve their customer experience. He started working from home and has built Beyond Philosophy to what it is today – recognized as world ‘Thought Leaders’ in customer experience with offices in London, England, Atlanta, USA and partners in Europe and Asia. As a sought after speaker, consultant, and executive coach, Colin has a very interactive style that uses thought provoking questions, humor and real life anecdotes that entertain while they inform. He has even been known to make phone calls from the stage to make a point! Colin has appeared on CNN and the BBC and has been quoted in The Times, Marketing, Marketing Week, Customer Management, and many other publications. The Beyond Philosophy team is proud to advise many top world companies including: American Express, FedEx, Pfizer, Aflac, Dell and IBM. A devoted husband to Lorraine and father to Coralie, Ben and Abbie, He still finds time to be a loyal supporter of Luton Town Football Club and collects 1966 World Cup soccer memorabilia.

Next session in Capital Ballroom B

3:30pm Brands with Benefits: Hooking Up with Good Deals by Tom Burgess, Sarah Fay, Florent Peyre and John Caron


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25 attendees

  • adilwali
  • ashmeister13
  • bobcatred
  • Charley Walton
  • Colin Shaw
  • Darby Frey
  • Dustin Mihalik
  • EJ Lawless
  • Dave Christensen
  • Garrett Stettler
  • Gui Ambros
  • Heidi Waldusky
  • Jennifer Brogee
  • jeremydaly
  • Jason Paul
  • Kelsey-Lee LeGassick
  • Kesah
  • Kris Solberg
  • mike kuzin
  • Kyle Wegner
  • Marc Lachs
  • Kersten Mitton Rivas
  • Theba
  • Martin Thörnkvist
  • Mary Beth Faccioli

21 trackers

  • Andrew Gold
  • Aimee Woodall
  • Andrew Ward
  • David Benardo
  • Candace McCaffery
  • Keith Chu
  • Cindy Li
  • Paul Duncan
  • Dane Knecht
  • Matt Gibson
  • Emily Sandison
  • Lobianco
  • Natalie Downe
  • Patricia Marinho
  • Jason Lewis
  • roycifer
  • Shay Howe
  • Alex Watson
  • Susan Weinschenk PhD
  • tim deSilva
  • Vero Pepperrell

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Time 12:30pm1:30pm CST

Date Sun 11th March 2012


Capital Ballroom B, InterContinental Stephen F. Austin

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Books by speaker

  • Customer Experience: Future Trends and Insights
  • The DNA of Customer Experience

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