The One Thing You Need to Change
The Intuitive Customer - Helping You Improve Your Customer Experience To Gain Growth
Release Date: 02/02/2019
Most People Think They Use AI Well; Many Are Mistaken! Are You?
The Intuitive Customer - Helping You Improve Your Customer Experience To Gain Growth
How are you really using AI — and how does that compare to others? In this episode, Colin Shaw introduces a simple behavioural framework for understanding how people are actually using AI today — not in theory, but in practice — and why this matters enormously for the future of Customer Experience. Rather than treating AI as a technology maturity model, Colin reframes it as a behavioural curve, shaped by confidence, trust, intent, and the consequences of being wrong. Drawing on real usage examples, ChatGPT analytics, and current research, Colin outlines four AI usage patterns that people...
info_outline
Uncomfortable Truth: The Focus on Customer Experience Hasn’t Paid Off, Why?
The Intuitive Customer - Helping You Improve Your Customer Experience To Gain Growth
Customer satisfaction has barely moved in over 30 years — despite enormous investment in Customer Experience. In this episode of The Intuitive Customer, Professor Ryan Hamilton and Morgan Ward speak with Forrest Morgeson from the American Customer Satisfaction Index (ACSI). ACSI has tracked customer satisfaction continuously since 1994 using the same questions and methodology across the entire US economy. And the long-term data tells a story that challenges many comfortable CX assumptions. Rather than steadily improving as CX practices mature, customer satisfaction rises and falls in cycles...
info_outline
The Rise of Synthetic Audiences: Fast, Cheap… but Believable?
The Intuitive Customer - Helping You Improve Your Customer Experience To Gain Growth
In this episode of The Intuitive Customer, Professor Ryan Hamilton is joined by Ben Shaw, seasoned brand strategist, to unpack the promises and pitfalls of synthetic audiences - AI-driven research used for faster, cheaper market research. Synthetic audiences, powered by large language models (LLMs), can replicate customer segments and respond to creative concepts or product questions at scale cutting the time and cost of traditional surveys. But does it come with trade-offs? Expect lively debate on the AI vs. LLM naming debate, the enduring value of ethnography and nuance, and practical...
info_outline
Are Your Salespeople Sabotaging Your Customer Experience?
The Intuitive Customer - Helping You Improve Your Customer Experience To Gain Growth
Sales and Customer Experience—two critical functions that should work together, but too often operate at odds. This week, Colin and Ryan explore how traditional sales tactics can undermine long-term loyalty and create organisational silos. They share personal stories (including Colin’s car-buying nightmare) and practical advice for aligning sales with your desired customer experience. If you want to sell AND build trust, this episode is for you. Best Quote of the Episode: "If you can’t proudly stand behind the experience you’re creating, you’ve got a problem." — Colin Shaw Key...
info_outline
The New Currency of Customer Experience: 'People Like Me'
The Intuitive Customer - Helping You Improve Your Customer Experience To Gain Growth
Trust in traditional institutions is eroding. As customers lose faith in advertising, government and even online reviews, they’re turning to voices that feel most relatable: peers and communities. Edelman’s latest Trust Barometer shows the most credible spokesperson for a company is now “people like me.” Ben Shaw and Professor Ryan Hamilton explore the decline of influencer credibility, the rise of community-driven word-of-mouth, the tension between authenticity and control, and why attention + trust will be the “coins of the realm” for brands in the decade ahead. 🔑 Key...
info_outline
Good Friction, Bad Friction: Why a Little Effort Makes Customers Care
The Intuitive Customer - Helping You Improve Your Customer Experience To Gain Growth
Episode Overview When everything is one-click easy, do we lose something meaningful? Guest host Dr. Morgan Ward joins Dr. Ryan Hamilton to explore how the right amount of friction in the consumption experience can boost connection, meaning, and long-term use of the product—while the wrong kind just gets in the way. Quote of the Episode “Consumption, in some ways, has just gotten too easy.” — Dr. Morgan Ward 🔑 Key Takeaways Easier isn’t always better. Ultra-frictionless buying can strip away the identity, discovery, and accomplishment that make buying feel meaningful....
info_outline
I Signed a ‘Gag Order’. Here’s What It Taught Me About Organizations
The Intuitive Customer - Helping You Improve Your Customer Experience To Gain Growth
In this episode, Colin Shaw shares a recent personal experience with a major brand that imposed a 'gag order' (NDA) after a poor service experience — and how this reflects a deeper organizational issue: silos. Together with Professor Ryan Hamilton, Colin explores why siloed thinking leads to incoherent customer experiences, how internal motivations can conflict with CX goals, and what leaders must do to ensure learning, trust, and advocacy remain priorities. A must-listen for CX professionals and senior leaders alike. Best Quote: "Who decides? That is the question every leadership team...
info_outline
The Thrill of the Chase: Why Anticipation Beats Ownership
The Intuitive Customer - Helping You Improve Your Customer Experience To Gain Growth
Episode Overview Ever buy something you couldn’t wait to get—and then let it sit in the box for days (or weeks)? You’re not alone. Guest host Morgan Ward joins Ryan Hamilton to explore why we often love the pursuit of products more than the possession of them. From unopened tools and “someday” sweaters to the viral Stanley Cup craze, they unpack the psychology of anticipation, dopamine, and why the thrill fades once the package arrives. This episode reveals what’s really driving that “add to cart” impulse—and how brands can design experiences that move customers from wanting...
info_outline
When Rebrands Go Wrong: Lessons for Customer Experience Leaders
The Intuitive Customer - Helping You Improve Your Customer Experience To Gain Growth
In this episode of The Intuitive Customer, Professor Ryan Hamilton is joined by guest host Ben Shaw to explore the high-stakes world of rebranding. From Cracker Barrel’s logo backlash to Jaguar’s radical design overhaul, they unpack what happens when brands chase new audiences at the expense of their loyal customers. The conversation dives into the tension between rebranding vs. repositioning, why heritage brands face special challenges, how politics and culture can hijack brand decisions, and practical lessons for leaders trying to grow without alienating their core base. Key Takeaways ...
info_outline
AI That Listens: Why Real-Time Feedback is the Future of Customer Experience
The Intuitive Customer - Helping You Improve Your Customer Experience To Gain Growth
Summary Traditional customer feedback is broken. Post-call surveys and quarterly reports are too slow, cumbersome, and overly focused on the company’s needs rather than the customer’s reality. By the time insights land on a dashboard, the customer has already left—or worse, lost trust. In this episode of The Intuitive Customer, I (Colin Shaw) and Professor Ryan Hamilton sit down with Devidas Desai, SVP of Product Leader at ASAPP, to explore how AI that listens is reshaping the way organizations understand and respond to customers in the moment. We delve into why silence doesn’t mean...
info_outlinePsychological theories help explain why people do what they do. As customer experience consultants we believe when you are working on a Customer Experience strategy psychological theory is crucial to understanding the behavior of your customers.
However, psychology is unlike other sciences; it isn’t exact. In fact, you might have to consider much of what psychology tells us is provisional, an impermanent hypothesis that explains what many people do most of the time. Just not all the time.
<!--more-->
This conditional nature of human behavior theory can be problematic when analyzing customer behavior or attempting to address your customers’ psychology in a meaningful way in the Customer Experience.
This episode of our podcast explores how people make a common mistake when applying psychological theory to their Customer Experience strategy. We also share how to fix it.
It comes down to two significant issues with psychological theory:
#1: Theory needs context to be exact.
Unlike some of its scientific colleagues in the so-called “hard” sciences, most of the psychological theory is contingent. What is valid for human behavior at one time and in one environment is entirely different at another time and in an alternate setting. The variables matter to the outcome of human behavior. A lot.
#2: Psychological theory is complicated.
The complexity of human behavior makes the analysis of it equally knotty. Also, a psychological influence is not usually acting alone; multiple influences are affecting the outcome of human behavior. In addition, the boundaries of the theories can muddle matters, too. All of this to say, psychology is not an exact science with consistently predictable outcomes.
Because of this gray area inherent in human behavior theories, it can be challenging to convince people to change their business-as-usual practices to incorporate the “soft stuff.” Most organizations prefer to stick to their knitting and address concrete principles like price, product, and placement, instead of emotional stuff like human decision-making.
Despite these issues, there is hope for using psychology to optimize your CX strategy. Many organizations are able to apply the theories of psychology to great effect regarding customer behavior and behavioral segmentation, and you can, too.
Listen to the podcast in its entirety to learn more about how to properly apply psychological theories about customer behavior to your Customer Experience strategy.
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.