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The Intuitive Customer - Helping You Improve Your Customer Experience To Gain Growth

Mar 6, 2021

In the UK, there is a lot of talk about how to come out of the pandemic stay-at-home orders now that more people have been vaccinated. The idea of a vaccine passport has been circulating, which would allow those that are vaccinated to do things unvaccinated people cannot. However, some think that vaccine passports are discriminatory, particularly as it pertains to getting a job. 

The idea of vaccine passports certainly gives you a lot to think about for your Customer Experience, and is also excellent fodder for a little friendly debate. In this episode, we discuss the idea behind the vaccine passport, what it could mean to these waning days of the pandemic, and whether we think it is a good idea, and why—or why not. 

Key Ideas to Improve your Customer Experience

Vaccine passports are not a thing, not yet anyway. However, the concept is a thorny one, to say the least. In some cases, requiring a vaccine of participants seems like a reasonable request. However, in others, it seems discriminatory. We untangle some of the finer points of the concept. 


Here are some highlights of the discussion:



  • 02:54 We share some of the organizations in the UK who have already adopted ideas similar to vaccine passports.
  • 12:51 We discuss the two factors that influence perceptions of fairness associated with vaccine passports. 
  • 18:21 Ryan shares the less often discussed side of Prospect Theory that affects our assessment of risk.
  • 20:10 We explain how social proofing could affect mask-wearing compliance.
  • 21:44 Ryan explains a concept called reactance, which can happen when people feel their autonomy has been violated.
  • 22:41 We discuss how framing the message is crucial to a rollout of any policy regarding vaccine passports.
  • 24:31 We both share our take on whether or not vaccine passports are a good idea or not. 

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Customer Experience Information & Resources


LinkedIn recognizes Colin Shaw as one of the 'World's Top 150 Business Influencers.' As a result, he has 289,000 followers of his work. Shaw is Founder and CEO of Beyond Philosophy LLC, which helps organizations unlock growth by discovering customers' hidden, unmet needs that drive value ($). The Financial Times selected Beyond Philosophy LLC as one of the best management consultancies for the last two years. Follow Colin on Linkedin and Twitter.

Click here to learn more about Professor Ryan Hamilton of Emory University. 

Why Customers Buy: As an official "Influencer" on LinkedIn, Colin writes a regular newsletter on all things Customer Experience. Click here to join the other 22,000 subscribers. 


Experience Health Check: You already have an experience, even if you weren't deliberate about it. Our Experience Health Check can help you understand what you have today. Colin or one of our team can assess your digital or physical Customer Experience, interacting with your organization as a customer to define what is good and what needs improving. Then, they will provide a list of recommendations for critical next steps for your organization. Click here to learn more. 

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