Aug 7, 2021
It all started with Apple's Air Tags. As soon as I heard about them, I knew that they would be exceptional, and I had to have them.
But why? I had a drawerful of other manufacturer's products that did the same thing. What was so special about these?
My answer is because these were from Apple, and the reason Apple is the answer is because of Halo Effects. Halo Effects affect people's impression of you and your experiences, and, in some cases, you don't have as much control over these halos as you might like.
This episode explains what Halo Effects are, how they influence customers, and what you should do about it moving forward.
Key Ideas to Improve your Customer Experience
Halo Effects are a widespread psychological phenomenon that forms about people and things, and even whole industries. Halo Effects describe how when you create a general impression about an entity. Then, you use that impression to fill in missing information with data that aligns with that impression moving forward. As you can probably guess, these Halo Effects can be positive or negative, and they have a lot of influence on what your customers think of you.
Here are a few key moments in the discussion:
- 03:13 Ryan explains what a Halo Effect is and how it affects customers' perceptions.
- 07:17 We explain how attractiveness is an excellent example of how Halo Effects can work quickly and automatically.
- 09:53 Colin shares an example about buying a car, and we get into how impressions and Halo Effects work together and change over time.
- 11:48 Ryan talks about how the Halo Effect can fill in details that we don't have.
- 16:02 Colin explains why all parts of the experience influence the Halo Effect, even if they aren't part of the core service you provide.
- 18:08 Ryan explains the multiplier effects that can happen of reputations for brands and organizations, both good and bad.
- 25:37 We talk about how you can use your familiarity with the concept of Halo Effects to manage customers' impressions of your brand experience to a better outcome.
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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 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.