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The DNA of a Customer

In: The DNA of Customer Experience

Author

Listed:
  • Colin Shaw

Abstract

My youngest daughter was driving in San Francisco when a person ran a red light and hit right into the side of her car. She was spun around from the impact. There were many witnesses as it was a crowded corner on a late Sunday morning. Thank goodness the airbags went off and she was protected. She got out of the car a little disorientated. As we had taught her, and as she was insured by my company, Fireman’s Fund, she called the phone number supplied to her in case of an accident. Bearing in mind she was standing outside in San Francisco which can be windy, when she was connected she received a voice menu system! She listened to the menu and she had a hard time making it out as it kept cutting in and out because she was on a cell phone in the wind. So she finally gave up. Following this she called me. The first thing she said was: “Daddy I have had a very bad accident but I’m alright.” You can imagine the second you hear this your heart starts to pound. “Are you sure you’re all right? Are you in a safe place” I asked. She said, “Yes I’m fine, the police officer’s coming right now.” I said, “Did you call it in?” She said, “I have tried but I’m not sure if there was anybody there, there was a menu and I couldn’t make it out.” I told her not to worry and that I would deal with it.

Suggested Citation

  • Colin Shaw, 2007. "The DNA of a Customer," Palgrave Macmillan Books, in: The DNA of Customer Experience, chapter 2, pages 17-32, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-21081-3_2
    DOI: 10.1057/9780230210813_2
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    Cited by:

    1. Taþkýn Dirsehan, 2012. "Analyzing Museum Visitor Experiences and Post Experience Dimensions Using SEM," Bogazici Journal, Review of Social, Economic and Administrative Studies, Bogazici University, Department of Economics, vol. 26(1), pages 103-125.
    2. Eng K. Chew, 2016. "iSIM: An integrated design method for commercializing service innovation," Information Systems Frontiers, Springer, vol. 18(3), pages 457-478, June.
    3. Radia, Karan Nilesh & Purohit, Sonal & Desai, Shachi & Nenavani, Jitendra, 2022. "Psychological comfort in service relationships: A mixed-method approach," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    4. Kim, Dohee & Park, Byung-Jin (Robert), 2017. "The moderating role of context in the effects of choice attributes on hotel choice: A discrete choice experiment," Tourism Management, Elsevier, vol. 63(C), pages 439-451.
    5. Bo Edvardsson & Anders Gustafsson & Per Kristensson, 2010. "Customer Integration in Service Innovation," Chapters, in: Faïz Gallouj & Faridah Djellal (ed.), The Handbook of Innovation and Services, chapter 13, Edward Elgar Publishing.

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