Trade In Old Thinking For New

by Colin Shaw on October 20, 2016

Did you know there was once a German belief that if you sleep with your mouth open,your soul will escape disguised as a white mouse?

Or that ancient doctors used to drill holes in their patients’ heads to cure migraines?

Or that drinking the ground up testicles of a small mammal mixed with alcohol was considered a contraceptive in 16th century Canada?

These sound mad today but at one time they were considered facts. Now, they are old thinking that no longer works today—although, one could argue they didn’t work then either.

However, if you still believe that people make rational decisions as customers, you are guilty of the same kind of old thinking demonstrated in the outlandish beliefs above.

Colin ShawTrade In Old Thinking For New

Revolutionary Thinking On Customer Loyalty

by Colin Shaw on October 18, 2016

Customers are not loyal because of the Customer Experience you provide. They are loyal because of the Customer Experience they remember you provided. Furthermore, customers don’t remember the entire experience but only bits and pieces. It is important to get these memorable bits right, or your customer loyalty will certainly go to pieces.

The human memory isn’t as reliable as we would like to think. Don’t believe me? Try this: explain the Pythagorean theorem right now without Googling it. For all but a small majority comprised of middle and high school math teachers and well, “math people”, you didn’t remember, did you?

Okay…that was a bit of an unfair question because unless you use Euclidian geometry every day, you wouldn’t remember it. Let’s try something more mundane: what items did you buy at the market last Tuesday and how much did they cost? Stumped again? I’d be surprised if you weren’t. The chances are high that you don’t remember all of the details, particularly if it was uneventful.

Colin ShawRevolutionary Thinking On Customer Loyalty

The Future Today! Personalization 2.0

by Colin Shaw on October 13, 2016

We live in the data age. Data is collected about our personal behavior everywhere. From the searches we instigate online to the products we order (and when) to the movies we choose in our Netflix Queue, sometimes it seems as if every move we make ends up in a database somewhere.

So why this sudden interest in whether we watched all 14 seasons of ER or returned the Samsung Galaxy S5 Phone Case? In a word: Personalization.

The Era of Personalized Marketing is Here

Personalized marketing, aka one-to-one marketing, uses the data in these databases of seemingly insignificant details about your personal behavior to present a unique product offering built just for you. Each of these recorded actions sifts down into the database as 1 and 0s. Then, it waits for the time when a marketer wants to find every person that searched for a Pet Rock last holiday season so he or she can target them with the release of the fabulous new and improved Pet Rock 2.0. Although, to be honest, I don’t think it is possible to improve on the perfection of Pet Rock 1.0!

Colin ShawThe Future Today! Personalization 2.0

Astonishing BIG gains from little changes!

by Colin Shaw on October 11, 2016

When striving for the next level of Customer Experience, it is critical to understand how your customers make decisions. However, it’s probably not happening the way you think it is.

As Customer Experience Consultants, we see our clients presume that customer evaluations of an experience occur at the product level. This presumption is only partway true. People do evaluate at the product level, meaning how much it costs or how it tastes, and it is important. However, people also reference their other expectations, as in how much they think your product should cost or how delicious they predict it will taste.

Sometimes, even with clear expectations and the ability of the product to meet those expectations, there are other influences on the customer’s evaluation of his or her experience. These influences can be surprising.

My latest book, co-authored by Emory University’s Professor Ryan Hamilton discusses how these unimportant aspects can be quite important to your Customers. The book is called  The Intuitive Customer: 7 Imperatives For Moving Your Customer Experience To The Next Level, and includes:

Colin ShawAstonishing BIG gains from little changes!

Not meeting your Targets? Here’s why

by Colin Shaw on October 6, 2016

As I perused the menu at a restaurant recently, my waiter came over and casually mentioned that the salmon had been really popular and they were about to run out. I ordered it on the spot!

This was entirely instinctive and irrational behavior on my part. I had no idea if the salmon – one of the more expensive items on the menu – was actually good. But it was popular! Other people chose it, and so I did too.

This sort of irrational decision making is one of the key topics of my latest book co-authored with Professor Ryan Hamilton of Emory University, The Intuitive Customer: 7 Imperatives for Moving Your Customer Experience to the Next Level. We explain how companies can position themselves for success by understanding and embracing customers’ inherent irrationality. Customer irrationality is a concept rooted in behavioral economics, a field that uses psychological insights to explain economic decisions.

Colin ShawNot meeting your Targets? Here’s why

Ignore This At Your Peril: How Customers Decide

by Colin Shaw on October 4, 2016

You want your Customers to buy from you – obviously! Therefore it is critical that you make things easy for them. So how do we do that? Well firstly you need to understand what easy means from a more psychological perspective.

In a previous blog we learnt that we all have two systems of thinking: our intuitive thinking and our rational thinking. Our intuitive thinking (Intuitive System) is fast and is based on instinct and emotion. Rational thinking (Rational System) is slower and is based on logic and reasoning. In his book Thinking Fast and Slow, Professor and Nobel Prize winning economist Daniel Kahneman explained that we all use our fast thinking way more than our slow thinking. Why? Because it’s easier and doesn’t take so much energy as rational thinking does.

In the book I have just written with Professor Ryan Hamilton of Emory University called  The Intuitive Customer: 7 imperatives for moving your Customer Experience to the next level, we discuss how important easy is to customers’ behavior. It led to our fifth imperative, which is:

Colin ShawIgnore This At Your Peril: How Customers Decide