By Colin Shaw
Development at the paintings of Daniel Kahneman (Thinking speedy and Slow), Dan Ariely (Predictably Irrational), Shaw and Hamilton offer a brand new figuring out of the way humans behave, clarify what it ability for agencies who actually need to appreciate their clients, and convey you what to do to create unparalleled buyer stories.
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Extra info for The Intuitive Customer: 7 Imperatives For Moving Your Customer Experience to the Next Level
Sort of. It gets interesting here. Recent research suggests that these different ways of making decisions – emotional and irrational on the one hand and logical and rational on the other – are not in conﬂict or pitted against each other. Rather, it is more like they are layered one on top of the other. The emotional/intuitive layer is the massive foundation, buried mostly below the surface. But this layer is also where most of the action is. This huge intuitive layer is where decisions happen, preferences form, and behavior initiates.
If you walk over the bridge every day and it doesn’t collapse, you trust it won’t collapse the following day. Likewise, if a company always delivers when they say they will, you trust they will deliver when they say they will the next time. Consistency is good from a cost perspective as you can deliver the same thing time after time and, therefore, make eﬃciency gains. Consistency from a Customer Experience also provides certainty. When we train on this concept, we start this oﬀ by asking people to share good and bad experiences they have had with companies.
Conﬁdence is how someone feels about something, not a rational way of looking at life. Yet it aﬀects the rise and fall of the stock markets. But what about when the big decision is personal, like whether or not to participate in legal action against another person or entity? Say you or a family member suﬀered damages due to another person or organization’s negligence and you were deciding whether or not to sue. How would you make that decision – rationally or emotionally? 2 Imperative 1: Recognize that Customers Decide Emotionally...