Reviewed by Antaeus Balevre for Readers' Favorite

Unlocking the Hidden Customer Experience by Colin Shaw is a book that every corporate executive as well as every small or large business owner needs to read. More than that, anyone who has had a good or bad experience with a call center person should read this book. It will explain why. If you want to know why once-great companies like Nokia, Blockbuster, Kodak and Circuit City have gone the way of the dinosaur, then you need to read this book. If you're curious as to why Apple, Google, Disney, Netflix and Amazon dominate their markets, this book will tell you why. Spoiler alert, it's not all because of their products.

In his fifth book, Unlocking the Hidden Customer Experience, Colin Shaw shares his philosophies, stories and insights on providing a conscious as well as a subconscious customer experience to the people who purchase products or services. We all know that a happy customer is a repeat customer, but what really makes a customer loyal to a particular brand? If you want your business to succeed, or continue to succeed, then you need to know the answer. This book will not only provide the answer, it explains how other successful companies have achieved unwavering customer loyalty.

I have to admit, I thought a book about how small and large companies can flourish in an ever-changing marketplace by providing an outstanding customer experience would be boring. I soon found out that Unlocking the Hidden Customer Experience was anything but that. Colin Shaw defines customer experience in part as, ". . . an interaction between an organization and a customer as perceived through a customer’s conscious and subconscious mind." The book covers this somewhat complex topic in small well-written "bites," which are easy for the reader (or busy executives) to digest. Colin also gives the reader examples of how successful businesses keep customers coming back to their brand, by using both conscious and subconscious Customer Experience techniques.

Unlocking the Hidden Customer Experience is a must-read for any businessperson who wants their business to succeed and survive in today's evolving marketplace. Colin Shaw's book focuses on ways businesses can provide their customers with an excellent customer experience and keep them loyal to your brand. Unlocking the Hidden Customer Experience is easy to read and comprehend, well written, and very informative. In my opinion, it will give the businessperson who reads it an advantage over the competition. I thoroughly enjoyed this book. Colin Shaw's writing style keeps the reader engaged and entertained from beginning to end.