New Podcast Series:
The 10 Most Effective Ways to Influence Your Customer Behavior
This podcast is sponsored by Verint.
Verint helps the world’s most iconic brands build enduring customer relationships by connecting work, data, and experiences across the enterprise. The Verint Customer Engagement Cloud Platform draws on the latest advancements in AI and analytics, an open cloud architecture, and The Science of Customer Engagement to meet ever-increasing, ever-shifting consumer interactions and demands.
All of us have two systems of thinking that drive our decision making. One is rational and logical, and the other is fast and emotional. There have been many labels for these two systems over the years, but the ones we use are the Rational System and the Intuitive System. These two ways of thinking help us make decisions. However, these two systems do not always agree on the decision we should make.
For example, I bought a car 16 years ago that is falling apart now that I need to replace. I learned there was a subscription service where you can switch cars every six months for a monthly fee—a hefty one. My Rational System tells me that this fee doesn’t make sense because I am not always living there. I split my time between the UK and the US, so there would be months where I couldn’t drive the car. However, my Intuitive System saw the shiny cars and was ready to subscribe.
This episode, sponsored by Verint, explains how these two systems work together (or against each other, in my car example) for customer decision-making. Understanding how people make decisions helps you learn how to persuade them to do something else instead.
Key Ideas to Improve your Customer Experience
We chose this topic for our new podcast series, The 10 Most Effective Ways to Influence Your Customer because it is foundational to Customer Experience management. Here are a few key moments in the discussion.
- 02:29 We announce the name and purpose of our new series, the Ten Most Effective Ways to Influence Your Customer.
- 07:40 Ryan explains the history of the two-system thinking and the foundational elements behind the theory.
- 11:34 We explain why you need to understand and encourage both types of thinking with the moments in your Customer Experience.
- 15:19 Colin explains how we train our customers’ Intuitive System with our experiences, good or bad.
- 22:20 Ryan shares how to anticipate which system is more important to appeal to for any moment and design for it appropriately.
- 24:29 We talk about how you have a choice to meet people where they are or to move them where you need them to be in their thinking.
- 25:56 We share our practical advice about what you should do with this information.
Customer Experience Information & Resources
Download the new Verint research report on the Engagement Capacity Gap, by visiting www.Verint.com/boundless
Customer engagement is critical to your success. Join this three-day, virtual conference to discover tools and techniques that can help you build enduring customer relationships. Register at www.Verint.com/engage
LinkedIn recognizes Colin Shaw as one of the ‘World’s Top 150 Business Influencers.’ As a result, he has 289,000 followers of his work. Shaw is Founder and CEO of Beyond Philosophy LLC, which helps organizations unlock growth by discovering customers’ hidden, unmet needs that drive value ($). The Financial Times selected Beyond Philosophy LLC as one of the best management consultancies for the last two years. Follow Colin on Linkedin and Twitter.
Click here to learn more about Professor Ryan Hamilton of Emory University.
Why Customers Buy: As an official “Influencer” on LinkedIn, Colin writes a regular newsletter on all things Customer Experience. Click here to join the other 22,000 subscribers.
Experience Health Check: You already have an experience, even if you weren’t deliberate about it. Our Experience Health Check can help you understand what you have today. Colin or one of our team can assess your digital or physical Customer Experience, interacting with your organization as a customer to define what is good and what needs improving. Then, they will provide a list of recommendations for critical next steps for your organization. Click here to learn more.
How can we help?
Click here to learn more about Beyond Philosophy’s Suite of Services.