Unless you serve robots exclusively, your customers are humans. Human feelings influence our actions and drive customer behavior. Therefore, you must design a Customer Experience that makes your customers feel a way that drives value for your organization.
In our global Customer Experience consultancy, we have said for nearly 20 years that customer’s emotions account for over half of the outcome in any Customer Experience. At first, people thought we were crazy, but now, many organizations understand the significance of emotions in their Customer Experiences.
Habits can be excellent or terrible for your Customer Experience. When it is the customer’s habit to buy from you, then there is not a problem. However, when it goes the other way, well, let’s just say some habits are meant to be broken.
Understanding what habits are and how they work is vital to your Customer Experience. When you understand customers’ habits, how they form and how they are governed by the mind, you have a much better chance of making those crucial changes in customer behavior to become their habitual brand.
So, what are habits? Habits are automatic behavior for a repetitive action that is triggered by a cue.
I would never be an Airbnb host. Having a stranger staying in my house doesn’t fit with my personality.
That said, there are a lot of people that would do it. Airbnb has over seven million listings in 100,000 cities worldwide and reported revenues of $1 Billion (with a b) in the second quarter of this year. They are so successful; they have plans to become publicly traded in 2020.
When the Nobel-prize winning economist professor Daniel Kahneman wrote his book Thinking Fast and Slow, he introduced the concept that we had two ways of thinking about things. He named them System 1 and System 2. The two systems work together to help us make decisions about things.
I spend a remarkable amount of time complaining about how organizations get things wrong with Customer Experience. However, not every cause is lost. Some companies get their Customer Experience right, and we can all learn a lot from their journey.
There are a lot of people that do not know the difference between Marketing and Advertising. Many people assume they are the same thing, but they are not. Marketing is deciding what you are going to say; Advertising is saying it.
In my corporate life, I worked in Marketing for a long time. One of the things I learned was that Marketing should know the marketplace and understand their customers. Marketing communication should reflect this understanding. Moreover, every campaign, script, web page, and tweet should have a purpose, something that you are hoping the communication will cause people to do.