Would you like to learn golf from a hall of famer? How about baking some French macarons at Le Cordon Bleu in Paris? Hotel chains, worried about competition from Airbnb, are rolling out these and other special experiences for their best rewards customers. Marriott’s...
As customers, each of us is under the influence all the time. Are we drunk? High? No and no. We are under the influence of our emotions, whether we are aware of it or not. Our irrational reactions to moments in any given experience can influence our behavior, often in...
When Richard Thaler of the University of Chicago was awarded the Nobel Prize in economic science earlier this month, he said he’d try to spend his $1.1 million prize “as irrationally as possible.” That gave me a chuckle, because Thaler is a pioneer in studying the...
Why do we design rational Customer Experiences when people are irrational? Rational experience designs are born of the notion that we are logical beings. However, emotions, not logic, drive our behavior, particularly as customers. Nevertheless, moments in an...
Imagine you are in the waiting room at your dentist. You’ve had a pain twingeing at your back tooth for a few days now and you’re terrified it’s going to need a root canal – you hate root canals, everyone hates them. But while you sit there, nerves jangling, you...
