Focusing on consumer behaviors and understanding why customers make the decisions they do are all key areas covered during this brand new course run by Ryan Hamilton, Professor of Consumer Psychology at Emory University. Ryan will address ‘Reinforcement and Habit’, ‘Framing, Nudging and Choice Architecture’ and ‘The 4 Ways Customers Make Decisions’ over the course of 3, one hour modules.
The principles discussed in this course are based on peer-reviewed research in the fields of psychology, marketing, and behavioral economics, but taught in an easy-to-understand, jargon-free way. The emphasis will be on both understanding the underlying theory and learning how to apply it in everyday practice.
Module 1 – Reinforcement and Habit
One of the amazing things about people is our consistency. Once we start believing something, we tend to keep on believing it. And once we start doing something a certain way, we tend to keep on doing it that way. During this module we will explore these two facets of consumer consistency: reinforcement (when beliefs lead to consistent beliefs) and habit (when behavior leads to consistent behavior).Consumer consistency is great when you are on the right side of it, but very difficult when you are fighting against it. As part of this course, we will discuss both how to establish favorable reinforcing beliefs and habitual behaviors in consumers and, even more important, strategies for overcoming consumers’ reinforced beliefs and habits when they favor your competitors.
Module 2 – Framing, “Nudging” and Choice Architecture
Choice Architecture, or the designing of choice environments to “nudge” consumers toward various outcomes while still preserving the freedom of choice, has become a hot topic recently. But although it has been popularized in recent years by behavioral economists, the topic of how small changes in the choice environment can influence decisions has been studied by psychologists for decades.This module will also review some of the most common and well-established types of choice architecture. In particular, we will focus on framing, which refers to how communicating exactly the same information in different ways can lead to different preferences. Choice Architecture can be useful for everything from designing menus, to store shelves to websites. Understanding the mechanics of customer decision making provides insights into a wide variety of marketing tactics.
Module 3 – The 4 Ways Customers Make Decisions
Psychologists have been studying decision making for decades, and have discovered lots of interesting and nuanced things about the way people make choices—almost none of which is ultimately used by managers. There are two primary reasons why people doing business have not tapped into these established, empirically tested insights about their customers: translation and organization. The problem of translations exists because research findings are published to appeal to other researchers and academics—not real people doing real work with real customers. The research is published in technical journals full of arcane terminology and references to other theories and previous research. Even simple insights can sometimes be buried under a mountain of jargon. The second problem is organization. Psychological theories are developed incrementally, by closely examining specific settings and questions. Only rarely are theories aggregated and compared to other theories. This module will address both of these problems by organizing decades of research on human decision making into four key types of choices. We will discuss how these styles of decision making differ from one another, when customers will use each, and how you can optimize your offering to be most attractive to customers using each mode of decision making.
You will learn
- How Consumers form and update beliefs about products, services and brands
- The reasons some beliefs are self-reinforcing
- Why some behaviours become habits
- How to recognize the difference between customer loyalty and customer habitual behavior
- How to encourage favorable habit formation in your customers
- What you can do to jar customers out of unfavorable habits
- The 5 different ways information can be framed and how these different ways of communicating the same information influences decision making
- Learn how to communicate with customers using different decision framing techniques
- How to anticipate and diagnose the decision making styles of your customers
- How to design offerings for each type of customer decision making
- The 4 different ways customers make decisions
Who should participate?
The CEM certification is designed for professionals responsible for the design and implementation of customer experience strategies in their organization, including;
- Any Customer Experience professional
- Customer experience executives
- Customer service professionals
- CRM professional Brand & Insight professionals
- Marketing & sales professionals
- Customer loyalty professionals
- Customer intelligence professionals
Bring your colleagues with you to the event. By attending together, you and your colleagues will build internal expertise within your organization. Each course will have a limited number of spaces available to ensure optimum interactivity, therefore these are arranged on a first come, first serve basis. Our program is a ‘client side’ course, so please note that no consultants or people providing a service to organizations are permitted to attend.