Jun 19, 2021
A lot of the behavioral sciences can feel intimidating. However, it doesn’t have to be. The Five Rules Podcast Series is our attempt at giving you an easy entry point into the complex and messy world of Behavioral Science.
The concepts behind behavioral science are powerful stuff. The psychology that drives how people make decisions has far-reaching and critical influences on how people act as customers.
We often hear about small changes that make a big difference on the outcome when you read about the experiments that prove the theories the science produces. However, the theories that play out in an experiment do not always have the same outcome in the real world. Sometimes, the behavioral science works fine, but isn’t as dramatic as the study you read about it. In the worst examples, behavioral science concepts don’t work at all.
In this episode, we explore the 5 rules that will help you set up your business for success in the implementation of the concepts theorized in behavioral science. We love the effects possible using behavioral science in Customer Experience, especially when they, well, work.
Key Ideas to Improve your Customer Experience
Learning about behavioral science is engaging, fun even. However, implementing experience improvements using the theories you enjoyed learning about can be less fun and even a little frustrating if you aren’t getting the results you wanted. The following five rules will help you set up your behavioral-science-inspired Customer Experience design implementation for success:
- Focus on the goals or problems to be solved rather than applying the theory. You must know what you are fixing to pick the appropriate tool to do the job, which was the subject of another podcast a few weeks ago, “Is This One of the Most Important Jobs in Business Today?”
- Get granular. Behavioral science doesn’t work in general; it works in specifics.
- Identify your levers. Determine what parts of the experience are under your control and concentrate your efforts there.
- Identify your customers' mindset. Recreating the situation where your customer decides what to buy (and what not to) is essential to effectively applying the behavioral sciences.
- Iterate. Behavioral science’s influence on customers works best when fine-tuned over time and measured for success.
Here are some highlights of the discussion:
- 03:46 Ryan presents how the way we learn behavioral science affects how we want to implement it.
- 07:26 We discuss the essential nature of getting specific with your actions using behavioral science concepts to drive behavior.
- 10:40 Colin discusses how people like things in threes, sevens, and so on, and Ryan explains how research has shown that people converge on specific numbers of items.
- 13:59 Ryan reminds businesses to focus on what they can control when implementing behavioral sciences; Colin explains that the way you manage it should be deliberate.
- 18:35 We discuss how essential it is to understand your customers’ mindsets when designing your experience and why.
- 25:05 We explain the importance of fine-tuning your efforts, even after implementation, and why you should measure your results.
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Customer Experience Information & Resources
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 the 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.
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