In our customer experience consultancy, clients tell us customers make decisions based on price or features. However, in our research, we never find price or features are the most important things. Instead, it tends to be a combination of a few insignificant, humanistic-type factors that drive customer behavior.
We discussed the significance of the insignificant in a recent podcast. When you ask people what is important, they will give you obvious, easy-to-justify things, but these aren’t the real reasons they buy—or don’t. Often the reason they make the decision they do is the result of something experienced deep in their subconscious. Sometimes when they don’t buy, it is because their brain interprets a problem, and it doesn’t “feel right.”