Sep 19, 2020
I heard a new term that I think has the capability of
being the next wave of change in business today. Customer
Science. ‘Customer Science’ is the fusion
between technology, behavioral science and data. This new
concept is forming now, making this an exciting time for all us
interested in customer-driven growth.
This episode of The Intuitive Customer explores this
nascent concept of Customer Science and what it could mean to
organizations seeking customer-driven success.
Customer Science to me in the integration between a
number of existing disciplines; Behavioral Science, Technology (AI)
and Big data. It is about using science to understand Customers in
a much deeper, meaningful way. We often say there is a big
difference between what Customers say and what they do. Customer
science gets under the skin of what the real motivators of human
behavior are using data and technology to inform us. Here are a few
more things you should know about Customer Science:
- Science is how we know things.
Science can be defined as a rigorous identification and measurement
of phenomena, leading to a systemic understanding which can then be
explained by a causal link or theory. In other words, we know more
after we use science than when we started.
- The definition of science helps us define
Customer Science. Using the definition of science as a
basis, you could define Customer Science as the rigorous
identification of systems in customer experiences that help you
create theories for customer behavior in future
- Companies don't use science on the customer
side of the business. Few organizations employ a
scientific approach to customer behavior, choosing instead to focus
on a company's finance or operations. However, applying those same
skills to the customer side could yield excellent results that
mirror those achieved in the usual "scientific areas" for
- Customer Science is an idea whose time has
come, much like the iPhone was. If you will recall,
the technology for taking digital pictures, texting and calling,
listening to music, and online shopping were all available to us
before the iPhone. What Apple did was integrate all of these
existing functions into one device and changed our fundamental
understanding of what was possible with a handheld device. Customer
Science could do the same with the customer experience and the
psychological influences that exist as separate entities, combining
them into a robust science that drives customer growth.
- Data will be the next competitive
battleground for organizations. A key ingredient for
scientific discovery is data. Collecting data about your customers'
behavior is essential for organizations that want to analyze it for
ways to identify strategies that encourage customer-driven
You can do a few things to prepare for the use of
Customer Science for your organization, including:
- Recognize that there is external pressure
to change. The pandemic accelerated changes for all
businesses over the past few months, including increased cloud
computing use, digital transformations, and the impending rollout
of 5G. All organizations have been changing the way they do things,
leading to either good or bad outcomes.
- Use Customer Science to document how your
efforts work or don't. Without science, you can't be
sure what causes the needle to move in either direction. The rigor
and measurement inherent to science can, and it will enable you to
track how things changed. Also, A/B testing can help you see what
works and, perhaps more importantly, what doesn't.
- Research to gather essential data for this
effort. If you do not have the data you need to
undertake science, research can help you get it. Our
Emotional Signature Research® is an example of data gathering that
can help you understand why your customers behave the way they do
now and what you can do to change their future behavior.
To discuss this further contact us at
Beyond Philosophy help organizations unlock
growth by discovering customers' hidden, unmet needs that drive
value ($). We then capitalize on this by improving your customer
experience to meet these needs thereby retaining and acquiring new
customers across the market.
This podcast is produced by Resonate Recordings. Click here
find out more.