Why Some Friction In Your Experience Is Good

by podcast on August 7, 2019

Why Some Friction is Good

We owe you an apology. Even though the lawyers say we shouldn’t say this, we feel we might have misled you on the subject of friction in your Customer Experience strategy. We have been telling you to make your experience as easy as possible, and you should. However, there is some merit to making things a little bit difficult in some cases.

In other words, it turns out that the discussion of friction is more nuanced than we at first led you to believe.

In this episode of The Intuitive Customer, we dive a little deeper on the subject of friction in Customer Experience, what kind is detrimental and what kind is beneficial, and the qualities of the friction that can help you tell the difference.

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podcastWhy Some Friction In Your Experience Is Good

A Practical Guide To Evoke Emotions In Customers

by podcast on July 27, 2019

How Customer-Facing People Should Evoke Emotions in Customers

I have always thought that talking about how to do something was important, but not as important as actually doing something. I feel so strongly about this idea that I named my company after it. I want my clients to take their ideas “beyond the philosophy” and into action.

To that end, this episode of The Intuitive Customer discusses how organizations can take theories and use them in their everyday operations to improve the Customer Experience. We explore how you can help Customer-Facing teams evoke the proper emotions from customers during their interactions with people by training them to do it properly.

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podcastA Practical Guide To Evoke Emotions In Customers

Facebook Fines: Is Their Culture To Blame?

by podcast on July 24, 2019

Can We Trust Facebook?

Upon reflection of Facebook’s latest privacy violation and $5 billion fine, one must wonder whether we can trust Facebook. After all, the social media platform hasn’t exactly been keeping our private information under lock and key. On the contrary, it appears as if our likes and dislikes, networks and preferences are for sale to the highest bidder.

This episode of The Intuitive Customer explores the implications for Facebook of this latest privacy violation. It reveals a lot about the focus of the culture at Facebook, and it isn’t on protecting its user’s privacy. Since there are no barriers to exit for Facebook and users are the product they have to sell, how long before the lack of trust between users and Facebook affects their bottom line?

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podcastFacebook Fines: Is Their Culture To Blame?

How to Manage Company Politics

by podcast on July 20, 2019

When I worked in the corporate world, people often asked me what I did all day. Facetiously, I would say that I played chess. While it was meant to be cheeky, the joke was not far from the truth. I spent my day navigating company politics.

You will not find training programs on company politics or how to deal with them. It is a bit shocking considering their significance in the corporate world. Our latest episode of The Intuitive Customer podcast addresses office politics and how to manage them effectively.

Company politics are ubiquitous and influential. Managing them is part and parcel of a career. As a senior vice president, at a large telecoms company, office politics surrounded me.

Every organization that I have worked at had office politics. They exist because it is human nature to crave power and influence.

You must be able to manage office politics for many reasons. First, it will help you advance your career. When you can get on with management, you can get on with your promotions after all. Also, if you can’t manage company politics, you won’t make it at many organizations. There was a phrase that used to entertain me along these lines that said, “When somebody pats you on the back, they are looking for the place to stick the knife.”

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podcastHow to Manage Company Politics

How Choice Architecture Can Revolutionize Your Experience

by podcast on July 13, 2019

Choice architecture is a significant factor in buying decisions you make every day. From how they stock the buffet line to how likely you are to donate your organs after you die, the psychology of choice is influencing your decisions every day.

In this episode of The Intuitive Customer, we explore the concept of Choice Architecture and how it affects our daily lives. We also discuss the different variables that you need to consider in the way you present your choices to customers as part of your CX Strategy.

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podcastHow Choice Architecture Can Revolutionize Your Experience

The Vital Art of Creating Memorable Messaging

by podcast on July 6, 2019

The Vital Art of Creating Memorable Messaging

When we make buying decisions, we usually are choosing from a short list of options. Our memory assembles these options. So, from a Customer Experience perspective, it is vital that your product or service is one of these options recalled at the moment of the buying decision.

In this episode of The Intuitive Customer podcast, we explore how our memories generate these choice sets for buying decisions. We also take a look at how you can ensure that your product or service is one of the options your customers’ memories retrieve. (Spoiler alert: it has to do with customers’ emotions.)

Let’s say that you were out with friends and the dinner hour arrives. You all decide to go out to eat together and begin discussing where to go. You will likely:

  • Think about what you want to eat (e.g., comfort food, pizza, fast-food, healthy options, etc.)
  • Consider the size of the group and the type of restaurant serving the food you like that you want to go to (e.g., buffet, pizzeria, family-style, fast-casual, white table cloth, etc.)
  • Make a list of restaurants you like in that style of service
  • Remember what restaurants are close to where you are at the moment (or at least not so far away that you don’t want to wrangle everyone there) that meet your chosen criteria.
  • Offer up a list of options from which the group begins a decision-making consensus.

From a restaurant owner’s point of view, if you and your group don’t think of their restaurant when you are making this list and narrowing down your options, it’s like the restaurant does not exist. In other words, if you can’t remember the restaurant at this moment when you are deciding where to eat, the restaurant’s marketing message wasn’t memorable.

We often say that customer loyalty is a function of customer memory. What we mean by that is that customers return to you not for the Customer Experience you provide, but for the Customer Experience they remember you provide. Making a memory that brings customers back has been a topic we frequently discuss, as a result.

However, you must also ensure that the customers retrieve your memory at the right moment. For example, if you remember that Italian place that serves family-style homemade pasta just after you paid the bill at the restaurant you chose with your friends, that Italian restaurant was memorable, just a little bit too late to fill their tables.

Memorable messaging is an essential part of this process, too. Your marketing makes a promise to customers, but it also builds a memory of your brand. Putting a cue in the message that triggers the mind to retrieve your message at the moment of the buying decision is an Customer Experience strategy that could make the difference for your bottom line.

So how are these memories retrieved, and why are they associated? What can you do to ensure that your customers remember you at the right time? The answers, it shouldn’t surprise you to hear, have a lot to do with emotions.

 

Listen to the podcast in its entirety to learn more about The Vital Art of Creating Memorable Messaging for your Customer Experience.

 

The Intuitive Customer podcasts are designed to explain the psychological concepts behind customer behavior.

If you would like to find out from one of our CX consultants how you can implement the concepts we discussed in your organization’s marketing to improve customer loyalty and retention, contact us at www.beyondphilosophy.com.

To subscribe to The Intuitive Customer and never miss a podcast, please click here.

 

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podcastThe Vital Art of Creating Memorable Messaging