Silos are the silent killer of customer experience — but for years we've only argued that from one side of the coin: the customer's. This episode flips it over. Colin and Ryan are joined by Dan O'Connell, CEO of Front, to look at silos from the side that actually moves a boardroom — the cost.

Front's new research, the Coordination Tax, surveyed B2B customer service, operations, and account management leaders and uncovered a startling baseline: the typical company spends nearly three hours coordinating work for every one hour it spends actually solving a customer's problem. Worse, 42% of companies don't track coordination time at all. It's the single largest cost in most customer operations, and almost nobody is measuring it.

Dan, Colin, and Ryan dig into why sophisticated software and AI have so far made the problem worse rather than better, why bolting AI onto broken processes just delivers "a bad job done faster," what the top 14% of companies do differently, and the practical steps any leader can take to start quantifying — and shrinking — their own coordination tax.

• Why silos cost you twice: once in customer experience, and once in raw internal inefficiency you're probably not measuring

• The three-to-one coordination-to-solving ratio, and why "normal" is far more expensive than leaders assume

• Why more advanced platforms and AI have inherited the coordination gap and scaled it

• The human cost: how coordination burnout quietly drives your best people out the door

• What separates the top 14% of companies from everyone else

• Practical first moves — measuring coordination, aligning cross-functional incentives, documenting the real process, and starting small with AI

"Teams are working around broken systems. AI won't fix that. Until companies address the coordination gap, the problem won't go away." — Dan O'Connell, CEO, Front

The Coordination Tax report is free to download at Front - Coordination Tax

Dan O'Connell is the CEO of Front, the customer operations platform built for B2B complexity. Before Front, Dan was the Chief Strategy & AI Officer at Dialpad, where he delivered the first set of generative AI features powered by Dialpad's proprietary large language model.

Since joining as CEO in March 2024, Dan has repositioned Front from a shared inbox tool to a category-leading platform for complex customer operations, leading the company past $100M in ARR in September 2025. More than 9,300 businesses rely on Front, which has raised $204M in venture funding from Sequoia Capital, Salesforce Ventures, Battery Ventures, Threshold Ventures, and Uncork Capital, as well as executives from Atlassian, Okta, PagerDuty, Qualtrics, and Zoom. Prior to that, Dan was the CEO of TalkIQ, a real-time speech recognition and natural language processing start-up acquired by Dialpad. Dan has also held various sales leadership positions at AdRoll and Google. He holds an MBA from the University of California, Berkeley, Haas School of Business.Follow Dan on LinkedIn

Colin Shaw is a LinkedIn 'Top Voice' with a massive 286,000 followers and 89,000 subscribers to his 'Why Customers Buy' newsletter. Shaw is named one of the world's 'Top 150 Business Influencers' by LinkedIn. His company, Beyond Philosophy LLC, has been selected four times by the Financial Times as a top management consultancy. Shaw is co-host of the top 1.5% podcast 'The Intuitive Customer'—with over 750,000 downloads—and author of seven best-sellers on customer experience. Shaw is a sought-after keynote speaker. Follow Colin on LinkedIn.

Ryan Hamilton is a Professor of Marketing at Emory University's Goizueta Business School and co-author of the book ' The Intuitive Customer '. An award-winning teacher and researcher in consumer psychology, he has been named one of Poets & Quants' "World's Best 40 B-School Profs Under 40." His research focuses on how brands, prices, and choice architecture influence shopper decision-making, and his findings have been published in top academic journals and covered by major media outlets like The New York Times and CNN. His work highlights how psychology can help firms better understand and serve their customers. Ryan's new book was launched in June 2025 called "The Growth Dilemma: Managing Your Brand When Different Customers Want Different Things" Harvard Business Press Follow Ryan on LinkedIn.

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In this episode of The Intuitive Customer, Colin Shaw and Professor Ryan Hamilton continue their deep dive into memory — arguably the most underused idea in customer experience. Because here's the uncomfortable truth: customers don't act on the experience you give them. They act on the memory of it.

Ryan introduces a brilliant analogy: memory works like a fishing net. Pull up one memory and you drag a whole network of related memories with it. Colin and Ryan then walk through the major types of memory — explicit, implicit, episodic, and the one that matters most for CX, evaluative — before landing on Professor Daniel Kahneman's peak-end rule and why it should sit at the heart of how you design every experience.

In this episode, you'll learn:

• Why memory behaves like a fishing net — and what that means for the moments you'd never think to design

• The difference between explicit, implicit, episodic, and evaluative memory (and why the last one runs the show)

• How habits live inside procedural memory

• The peak-end rule explained: why customers remember the most intense moment and the final moment, and almost nothing else

• Why a great recovery from a problem can build more loyalty than a flawless experience

Memorable moment: "You don't pull up one knot in the net. You drag the whole thing with it." — on why a single bad moment activates every adjacent memory a customer has of your category. Professor Ryan Hamilton

Resources:

• Daniel Kahneman, Thinking, Fast and Slow

• Qualtrics XM Institute on the financial value of emotion: https://www.qualtrics.com/articles/customer-experience/capture-financial-value-customer-emotions/

• Beyond Philosophy's Memory Maker Training: https://beyondphilosophy.com/contact

About the Hosts:

Colin Shaw is a LinkedIn 'Top Voice' with a massive 286,000 followers and 87,000 subscribers to his 'Why Customers Buy' newsletter. Shaw is named one of the world's 'Top 150 Business Influencers' by LinkedIn. His company, Beyond Philosophy LLC, has been selected four times by the Financial Times as a top management consultancy. Shaw is co-host of the top 1.5% podcast 'The Intuitive Customer'—with over 600,000 downloads—and author of eight best-sellers on customer experience. Shaw is a sought-after keynote speaker. Follow Colin on LinkedIn.

Ryan Hamilton is a Professor of Marketing at Emory University's Goizueta Business School and co-author of 'The Intuitive Customer' book. An award-winning teacher and researcher in consumer psychology, he has been named one of Poets & Quants' "World's Best 40 B-School Profs Under 40." His research focuses on how brands, prices, and choice architecture influence shopper decision-making, and his findings have been published in top academic journals and covered by major media outlets like The New York Times and CNN. His work highlights how psychology can help firms better understand and serve their customers. Ryan has a new book launch in June 2025 called "The Growth Dilemma: Managing Your Brand When Different Customers Want Different Things" Harvard Business Press. Follow Ryan on LinkedIn.

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Nobel laureate Professor Daniel Kahneman said we don't choose between experiences; we choose between the memory of an experience. If that's true — and the science says it is — then most organizations are investing in the wrong thing. In this episode, Colin and Ryan explore how memories are actually formed, the difference between short-term (working) and long-term memory, and why your brand is really just a memory structure in the minds of your customers. They dig into how heuristics and biases shape what we remember, why humans are relentless pattern-recognition machines, and what all of this means for the experiences you design. It's the first in a three-part series on the topic Colin calls his favorite of all.

In this episode, you'll learn:

• Why memory — not the live experience — drives customer decisions, loyalty, and price tolerance

• The difference between short-term/working memory and long-term memory (and why most of your experience gets "binned" within seconds)

• How memories are stored as a connected network of "nodes," not isolated facts

• Why a brand, from the customer's point of view, is simply a memory structure, making brand management a form of memory management

• How customer expectations are built from memory, and what that means for "meeting and exceeding" them

• Where heuristics and biases come from — what's innate, what's learned, and what's situational

• The practical "so what" for designing experiences that customers actually remember

Key quote: "We don't choose between experiences. We choose between the memory of an experience." — Professor Daniel Kahneman

The hosts:

Colin Shaw is a LinkedIn 'Top Voice' with a massive 286,000 followers and 87,000 subscribers to his 'Why Customers Buy' newsletter. Shaw is named one of the world's 'Top 150 Business Influencers' by LinkedIn. His company, Beyond Philosophy LLC, has been selected four times by the Financial Times as a top management consultancy. Shaw is co-host of the top 1.5% podcast 'The Intuitive Customer'—with over 600,000 downloads—and author of eight best-sellers on customer experience. Shaw is a sought-after keynote speaker. Follow Colin on LinkedIn.

Ryan Hamilton is a Professor of Marketing at Emory University's Goizueta Business School and co-author of 'The Intuitive Customer' book. An award-winning teacher and researcher in consumer psychology, he has been named one of Poets & Quants' "World's Best 40 B-School Profs Under 40." His research focuses on how brands, prices, and choice architecture influence shopper decision-making, and his findings have been published in top academic journals and covered by major media outlets like The New York Times and CNN. His work highlights how psychology can help firms better understand and serve their customers. Ryan has a new book launch in June 2025 called "The Growth Dilemma: Managing Your Brand When Different Customers Want Different Things" Harvard Business Press. Follow Ryan on LinkedIn.

Resources & links:

• Kahneman, The Riddle of Experience vs. Memory (TED): https://www.ted.com/talks/daniel_kahneman_the_riddle_of_experience_vs_memory

• HBR, An Emotional Connection Matters More Than Customer Satisfaction: https://hbr.org/2016/08/an-emotional-connection-matters-more-than-customer-satisfaction

• Beyond Philosophy training & resources: https://beyondphilosophy.com

Episode Summary

Trust is the foundation of every customer relationship. But here's the uncomfortable truth: most businesses assume they have it when they don't. PwC's latest research found that 90% of executives believe their customers trust them highly — yet only 30% of customers actually do. That's a 60-point gap. And it's growing.

In this episode, Colin Shaw and Professor Ryan Hamilton from Emory University break down the five rules that are guaranteed to build genuine, lasting trust with your customers. These aren't theoretical — they're drawn from decades of real CX work, rooted in behavioural economics, and illustrated with the kinds of real-world examples that make you realise how often companies (and people) get this wrong.

What You'll Hear in This Episode:

• Why trust is earned, not given — and why that changes everything about how you approach customer relationships

• The authenticity trap: why trying to appear authentic is worse than not trying at all

• Why you should always tell customers the bad news early — and why hiding it always costs you more in the end

• The Fiverr story: how a supplier destroyed trust before they'd even started the job

• Why consistency and reliability are not soft values — they're heuristic signals that your customers use to judge whether they can trust you for the things that really matter

• How the "emotional bank account" works — and why you need to be in credit before something goes wrong

Quote of the Episode:

"The danger is people will be too strategic about authenticity. The point is not to act like you're authentic. The point is actually to be authentic."

— Professor Ryan Hamilton, Emory University

Resources Mentioned:

• Connect with Colin Shaw on LinkedIn: https://www.linkedin.com/in/colinrjshaw/

• Connect with Professor Ryan Hamilton on LinkedIn: https://www.linkedin.com/in/prof-ryan-hamilton/

• Beyond Philosophy website: https://beyondphilosophy.com

• PwC Trust in Business Survey: https://www.pwc.com/us/en/library/trust-in-business-survey.html

About the Hosts:

Colin Shaw is a LinkedIn 'Top Voice' with a massive 286,000 followers and 87,000 subscribers to his 'Why Customers Buy' newsletter. Shaw is named one of the world's 'Top 150 Business Influencers' by LinkedIn. His company, Beyond Philosophy LLC, has been selected four times by the Financial Times as a top management consultancy. Shaw is co-host of the top 1.5% podcast 'The Intuitive Customer'—with over 600,000 downloads—and author of eight best-sellers on customer experience. Shaw is a sought-after keynote speaker. Follow Colin on LinkedIn.

Ryan Hamilton is a Professor of Marketing at Emory University's Goizueta Business School and co-author of 'The Intuitive Customer' book. An award-winning teacher and researcher in consumer psychology, he has been named one of Poets & Quants' "World's Best 40 B-School Profs Under 40." His research focuses on how brands, prices, and choice architecture influence shopper decision-making, and his findings have been published in top academic journals and covered by major media outlets like The New York Times and CNN. His work highlights how psychology can help firms better understand and serve their customers. Ryan has a new book launch in June 2025 called "The Growth Dilemma: Managing Your Brand When Different Customers Want Different Things" Harvard Business Press Follow Ryan on LinkedIn.

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After more than a decade of companies pouring money, technology, and consultants into customer experience, US customer satisfaction sits almost exactly where it did in 2013. Flat. Now AI arrives as the promised cavalry — and leaders are racing to bolt it onto everything before they understand what they're actually trying to fix.

In this episode, Colin and Ryan separate the smart play from the slow-motion mistake. "AI-first" is sound management: if AI delivers a better, faster, or cheaper experience than a human, use it. But "AI-only" — AI sprinkled over everything like fairy dust because leaders are terrified of being left behind — is where companies quietly automate themselves into a commodity and erode the one thing they can't easily win back: trust.

Using the now-infamous "microwave test" (brilliant for the peas, a disaster for the steak), Colin and Ryan dig into why so much CX investment has produced so little, and why the companies that win the next decade won't be the ones that adopted AI fastest — but the ones who knew exactly what they wanted it to do.

• Why is a tool used without a strategy just an expensive way to make a bad experience happen faster

• The critical difference between "AI-first" (smart) and "AI-only" (reckless) — and how to tell which one you're actually doing

• The one question almost no organization can answer — and why you can't deploy AI well until you can

• How over-reliance on AI quietly costs you on two fronts: differentiation (the same prediction machine is available to every competitor) and trust (the moment customers feel they have to double-check you, you've lost)

• A simple, strategy-first decision framework for where AI lifts the experience and where a human still wins

The companies that win the next decade won't be the ones that adopted AI fastest. They'll be the ones who knew exactly what they wanted it to do — and never lost sight of the most important thing: the customer's experience.

• US customer satisfaction flat since 2013 — American Customer Satisfaction Index

• Research on cognitive offloading and weakening judgment — Societies, 2025

Colin Shaw is a LinkedIn 'Top Voice' with a massive 286,000 followers and 87,000 subscribers to his 'Why Customers Buy' newsletter. Shaw is named one of the world's 'Top 150 Business Influencers' by LinkedIn. His company, Beyond Philosophy LLC, has been selected four times by the Financial Times as a top management consultancy. Shaw is co-host of the top 1.5% podcast 'The Intuitive Customer'—with over 600,000 downloads—and author of eight best-sellers on customer experience. Shaw is a sought-after keynote speaker. Follow Colin on LinkedIn.

Ryan Hamilton is a Professor of Marketing at Emory University's Goizueta Business School and co-author of 'The Intuitive Customer' book. An award-winning teacher and researcher in consumer psychology, he has been named one of Poets & Quants' "World's Best 40 B-School Profs Under 40." His research focuses on how brands, prices, and choice architecture influence shopper decision-making, and his findings have been published in top academic journals and covered by major media outlets like The New York Times and CNN. His work highlights how psychology can help firms better understand and serve their customers. Ryan has a new book, "The Growth Dilemma: Managing Your Brand When Different Customers Want Different Things," Harvard Business Press. Follow Ryan on LinkedIn.

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Summary

Artificial Intelligence is transforming marketing faster than almost any technology before it. Brands can now create professional-quality advertisements in hours rather than months and at a fraction of the cost. But as AI-generated creative becomes more common, an important question is emerging: Are brands becoming more efficient while losing some of the humanity that customers value?

In this episode, Ben Shaw and Professor Ryan Hamilton explore the growing use of AI in advertising and marketing. They discuss why customers may care less about how cheaply content is produced and more about whether it feels authentic, trustworthy, and emotionally engaging. They also examine why AI may unintentionally create a flood of mediocre content, why consumers often value effort and craftsmanship, and how marketers can use AI without sacrificing what makes their brands distinctive.

The discussion reveals that while AI is a powerful tool, it is not a substitute for customer understanding, emotional insight, or great strategy.

Best Quote from the Episode:

"The companies that win won't be the ones using the most AI. They'll be the ones using AI without losing their humanity."

Ben Shaw

Key Takeaways:

• Customers don't buy efficiency—they buy value, trust, and emotional connection.

• AI-generated advertising may lower production costs, but it can also reduce perceived authenticity.

• Consumers often use effort and craftsmanship as signals of quality and credibility.

• As AI-generated content becomes widespread, "realness" may become an increasingly valuable differentiator.

• Unlimited AI revisions can lead to creative dilution and "death by a thousand prompts."

• AI won't fix poor marketing strategy; it simply allows marketers to produce more content faster.

• Great marketing still comes from human insight, emotion, creativity, and understanding customer needs.

• The most successful brands will use AI as a tool, not as a replacement for strategic thinking.

Why You Should Listen:

If you're a marketer, business leader, customer experience professional, or simply curious about how AI is changing the relationship between brands and customers, this episode offers a balanced and practical perspective. You'll learn where AI genuinely creates value, where it creates risks, and why authenticity may become one of the most important competitive advantages in the years ahead.

Resources Mentioned

• Ben Shaw - https://www.linkedin.com/in/benshawuk/

• Professor Ryan Hamilton - http://linkedin.com/in/ryan-hamilton-49b3321

About the Hosts:

Ryan Hamilton is a Professor of Marketing at Emory University's Goizueta Business School and co-author of 'The Intuitive Customer' book. An award-winning teacher and researcher in consumer psychology, he has been named one of Poets & Quants' "World's Best 40 B-School Profs Under 40." His research focuses on how brands, prices, and choice architecture influence shopper decision-making, and his findings have been published in top academic journals and covered by major media outlets like The New York Times and CNN. His work highlights how psychology can help firms better understand and serve their customers. Ryan has a new book launch in June 2025 called "The Growth Dilemma: Managing Your Brand When Different Customers Want Different Things" Harvard Business Press. Follow Ryan on LinkedIn.

Ben Shaw is Group Head of Strategy at Smarts, a global PR and Creative agency. Ben also led strategy at BBH and worked client-side with fast-growth start-ups Wheely and Unmind. He's passionate about how brands can challenge culture convention and create ideas people want to spend time with, working on brands like Audi, Google and Burger King. Beyond advertising, Ben champions mental health awareness and rare disease research, drawing on both personal experience and professional curiosity.

Nostalgia isn't just "remembering the good old days." It's a bittersweet emotion—the strange mix of warmth, loss, pride, and longing that can make you feel good… even when the memory you're describing sounds objectively terrible.

In this episode, Colin and Ryan dig into why nostalgia is so powerful (and why it's everywhere right now). They explore the paradox: people don't just get nostalgic about the happy stuff—they also get nostalgic about the hard stuff, because it becomes part of identity ("I survived," "it made me," "we were close," "look how far we've come").

And for Customer Experience? Nostalgia isn't retro wallpaper. It's an emotional lever tied to belonging, meaning, and identity—exactly the things that shape customer decisions.

What you'll hear in this episode

• Why nostalgia is pleasant and painful at the same time

• Why people compete over who had it worse

• How nostalgia acts like an emotional "anchor" during uncertainty

• How brands "clone" nostalgia in advertising—and why it works when it's authentic

Quote of the episode

"Nostalgia isn't about reliving the pain—it's about reliving the meaning." — Colin Shaw

Resources Mentioned

Colin Shaw - https://www.linkedin.com/in/colinrjshaw/

Professor Ryan Hamilton - http://linkedin.com/in/ryan-hamilton-49b3321

About the Hosts:

Colin Shaw is a LinkedIn 'Top Voice' with a massive 286,000 followers and 87,000 subscribers to his 'Why Customers Buy' newsletter. Shaw is named one of the world's 'Top 150 Business Influencers' by LinkedIn. His company, Beyond Philosophy LLC, has been selected four times by the Financial Times as a top management consultancy. Shaw is co-host of the top 1.5% podcast 'The Intuitive Customer'—with over 600,000 downloads—and author of eight best-sellers on customer experience. Shaw is a sought-after keynote speaker. Follow Colin on LinkedIn.

Ryan Hamilton is a Professor of Marketing at Emory University's Goizueta Business School and co-author of 'The Intuitive Customer' book. An award-winning teacher and researcher in consumer psychology, he has been named one of Poets & Quants' "World's Best 40 B-School Profs Under 40." His research focuses on how brands, prices, and choice architecture influence shopper decision-making, and his findings have been published in top academic journals and covered by major media outlets like The New York Times and CNN. His work highlights how psychology can help firms better understand and serve their customers. Ryan has a new book launch in June 2025 called "The Growth Dilemma: Managing Your Brand When Different Customers Want Different Things" Harvard Business Press Follow Ryan on LinkedIn.

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Everyone's racing to be "AI-first." The problem? Customers didn't vote for it. In this episode, we unpack a practical decision framework for when AI should lead, when humans must lead, and how to avoid automating the very moments that drive loyalty (or churn). We also get into a surprising twist: why AI can sometimes sound more empathetic than people—and what that says about how most service teams are set up today.

What you'll learn in this episode

• Why "AI-first" is usually a cost initiative pretending to be a strategy

• A simple way to decide human vs AI based on the emotional and situational stakes

• Where automation genuinely improves CX (and where it quietly wrecks trust)

• Why AI can come across as more patient and empathetic—and why that's a warning sign

Best Quote from the Episode:

"AI-first' is not a strategy. It's a cost program wearing a strategy's suit." - Colin Shaw

Resources Mentioned

Colin Shaw - https://www.linkedin.com/in/colinrjshaw/

Professor Ryan Hamilton - http://linkedin.com/in/ryan-hamilton-49b3321

About the Hosts:

Colin Shaw is a LinkedIn 'Top Voice' with a massive 286,000 followers and 87,000 subscribers to his 'Why Customers Buy' newsletter. Shaw is named one of the world's 'Top 150 Business Influencers' by LinkedIn. His company, Beyond Philosophy LLC, has been selected four times by the Financial Times as a top management consultancy. Shaw is co-host of the top 1.5% podcast 'The Intuitive Customer'—with over 600,000 downloads—and author of eight best-sellers on customer experience. Shaw is a sought-after keynote speaker. Follow Colin on LinkedIn.

Ryan Hamilton is a Professor of Marketing at Emory University's Goizueta Business School and co-author of 'The Intuitive Customer' book. An award-winning teacher and researcher in consumer psychology, he has been named one of Poets & Quants' "World's Best 40 B-School Profs Under 40." His research focuses on how brands, prices, and choice architecture influence shopper decision-making, and his findings have been published in top academic journals and covered by major media outlets like The New York Times and CNN. His work highlights how psychology can help firms better understand and serve their customers. Ryan has a new book launch in June 2025 called "The Growth Dilemma: Managing Your Brand When Different Customers Want Different Things" Harvard Business Press Follow Ryan on LinkedIn.

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Customer Experience isn't short of activity—it's short of new ideas that actually land. In this episode, Colin and Ryan dig into why genuinely fresh thinking in CX struggles to break through, how industries get stuck in "normal science," and why it feels like we're doing more measurement… without more progress. They explore what a real disruption looks like, the warning signs that a paradigm is reaching diminishing returns, and how leaders can break out of the loop.

Best Quote

"When a paradigm hits its limits, the next move isn't 'do more.' It's think differently—and be willing to ruffle a few feathers." Colin Shaw:

Key Takeaways

• Are we measuring more because we're improving—or because we don't know what else to do?

• If satisfaction is stagnating, what "accepted" CX beliefs might be holding us back?

• What would a real CX disruption look like—and are we brave enough to recognize it when it shows up?

Why You Should Listen

If you've felt like CX is turning into an echo chamber—same language, same frameworks, same playbook—this episode gives you a sharper lens on why that happens and what to do next. You'll hear how paradigm shifts actually work, the signals that the current model is running out of runway, and practical ways to find (and foster) ideas that can genuinely move the industry forward.

Resources Mentioned

Colin Shaw - https://www.linkedin.com/in/colinrjshaw/

Professor Ryan Hamilton - http://linkedin.com/in/ryan-hamilton-49b3321

ACSI National Customer Satisfaction (Q3 2025 press release): https://theacsi.org/news-and-resources/press-releases/2025/11/13/press-release-national-acsi-q3-2025/

PwC Global Workforce Hopes and Fears (psychological safety): https://www.pwc.com/gx/en/issues/workforce/hopes-and-fears.html

About the Hosts:

Colin Shaw is a LinkedIn 'Top Voice' with a massive 286,000 followers and 87,000 subscribers to his 'Why Customers Buy' newsletter. Shaw is named one of the world's 'Top 150 Business Influencers' by LinkedIn. His company, Beyond Philosophy LLC, has been selected four times by the Financial Times as a top management consultancy. Shaw is co-host of the top 1.5% podcast 'The Intuitive Customer'—with over 600,000 downloads—and author of eight best-sellers on customer experience. Shaw is a sought-after keynote speaker. Follow Colin on LinkedIn.

Ryan Hamilton is a Professor of Marketing at Emory University's Goizueta Business School and co-author of 'The Intuitive Customer' book. An award-winning teacher and researcher in consumer psychology, he has been named one of Poets & Quants' "World's Best 40 B-School Profs Under 40." His research focuses on how brands, prices, and choice architecture influence shopper decision-making, and his findings have been published in top academic journals and covered by major media outlets like The New York Times and CNN. His work highlights how psychology can help firms better understand and serve their customers. Ryan has a new book launch in June 2025 called "The Growth Dilemma: Managing Your Brand When Different Customers Want Different Things" Harvard Business Press Follow Ryan on LinkedIn.

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In this episode, Ryan Hamilton and I dig into the invisible "scripts" that hold everyday customer experiences together—those unwritten psychological expectations about what happens next, what signals mean, and how both customers and employees coordinate without even thinking about it. The trouble is: when technology (like mobile payments, kiosks, or automation) changes the steps, it can quietly break the script—creating uncertainty, awkwardness, and friction that wasn't there before. We explore why these scripts matter, how they differ by culture, and what leaders can do to help customers adopt new scripts without creating "prairie dog" moments.

Best Quote from the Episode

"A lot of customer experiences work because both sides know the script—until something changes and nobody knows what to do next." Professor Ryan Hamilton

Key Takeaways

• What "scripts" are you unknowingly relying on in your customer journey—and what happens when they break?

• If you introduce new tech, what clear "signal" replaces the old customer behavior that used to communicate intent?

• How are you designing for different adoption speeds—early adopters and customers who want the old way back?

Why You Should Listen

If you're rolling out AI, automation, self-service, kiosks, or new payment methods, this episode will help you spot the hidden expectations that make experiences feel effortless—and show you how to redesign the cues and signals so customers don't feel confused, awkward, or abandoned.

Resources Mentioned

Colin Shaw - https://www.linkedin.com/in/colinrjshaw/

Professor Ryan Hamilton - http://linkedin.com/in/ryan-hamilton-49b3321

Monty Python "haggling" clip (Life of Brian): https://www.youtube.com/watch?v=-2iZjxSGca8

Our Workshops: https://beyondphilosophy.com/motivational-workshops/

About the Hosts:

Colin Shaw is a LinkedIn 'Top Voice' with a massive 286,000 followers and 87,000 subscribers to his 'Why Customers Buy' newsletter. Shaw is named one of the world's 'Top 150 Business Influencers' by LinkedIn. His company, Beyond Philosophy LLC, has been selected four times by the Financial Times as a top management consultancy. Shaw is co-host of the top 1.5% podcast 'The Intuitive Customer'—with over 600,000 downloads—and author of eight best-sellers on customer experience. Shaw is a sought-after keynote speaker. Follow Colin on LinkedIn.

Ryan Hamilton is a Professor of Marketing at Emory University's Goizueta Business School and co-author of 'The Intuitive Customer' book. An award-winning teacher and researcher in consumer psychology, he has been named one of Poets & Quants' "World's Best 40 B-School Profs Under 40." His research focuses on how brands, prices, and choice architecture influence shopper decision-making, and his findings have been published in top academic journals and covered by major media outlets like The New York Times and CNN. His work highlights how psychology can help firms better understand and serve their customers. Ryan has a new book launch in June 2025 called "The Growth Dilemma: Managing Your Brand When Different Customers Want Different Things" Harvard Business Press Follow Ryan on LinkedIn.

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