Organizations use lots of incentives to encourage specific behaviors. The idea is that people will change behavior because of the monetary element of incentives. However, these incentives could be doing a lot more than that, which can have beautiful or terrible effects on your customer-driven growth.
Ph.D. student Alicea “Allie” Lieberman from the University of California, San Diego, was a guest on our podcast recently to discuss incentives. Harvard Business Review published Lieberman and her partner Kristen Duke’s research in an article, “Why We’re Incentivized by Discounts and Surcharges” in February of this year. Lieberman shared what she learned and how we can apply it to generate customer-driven growth.