Why customers change their minds and make sure it's to your advantage!
The Intuitive Customer - Helping You Improve Your Customer Experience To Gain Growth
Release Date: 10/14/2023
Why Customers Make Instant Decisions And How To Effect it
The Intuitive Customer - Helping You Improve Your Customer Experience To Gain Growth
A Master Class: Unlocking The Psychology of Customer Experience With this episode, we begin an eight-part series exploring customer behavior and the psychology that drives it. Each part will delve into the various psychological aspects of Customer Experiences, offering practical advice on understanding and influencing them. Our focus today is on why customers make quick decisions and how you can sway those decisions in your favor. Understanding customer behavior is complex and influenced by multiple factors, a concept known in academic circles as high causal density. There's no...
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How to Use Psychology to Build Customer Loyalty That Creates ROI
The Intuitive Customer - Helping You Improve Your Customer Experience To Gain Growth
In this episode, Colin and Ryan tackle a listener's question about the psychology of customer loyalty, delving into its emotional and relational aspects. Loyalty, they explain, goes beyond mere repetition of behavior; it is rooted in deep emotional attachment and often requires sacrifice. Drawing parallels to personal experiences, such as loyalty to sports teams (Lutown Town Football Club, recently reinstated in the Premiership) and brands like Apple (naturally), they highlight the importance of trustworthiness and the willingness to go the extra mile in fostering loyalty. They...
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How to Craft Compelling Stories to Unlocking True Customer Engagement
The Intuitive Customer - Helping You Improve Your Customer Experience To Gain Growth
“Did I tell you about the time I …” These seven words are one of many ways we signal one of our favorite things is coming next: a story. We can’t get enough of stories and look for them everywhere, from news to conversations to the commercials we can’t avoid on TV. Stories are an essential part of the human experience. In today's world, storytelling is crucial in various aspects of business, including marketing. Human fascination with narratives stems from their ability to captivate attention, evoke emotions, and aid memory retention. Stories provide context,...
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Privacy vs. Personalization: Striking the Right Balance to Drive Success
The Intuitive Customer - Helping You Improve Your Customer Experience To Gain Growth
Personalization is an excellent tactic for your marketing efforts. However, only some people like this personalization; some feel they're being watched. Therefore, it is important to remember that context and who's doing the personalizing matter. Picture this: Colin’s at his go-to fishing store, Discount Tackle. The manager knows him, we chat, and he recommends a lure. Even though Colin can snag it cheaper elsewhere, the personalized touch keeps him coming back. We've all got our versions of this – the local diner, your loyal barber, or maybe a small biz that fuels your...
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Do You Really Understand Your Customer's Hidden Motivation? Here's How to Do This...
The Intuitive Customer - Helping You Improve Your Customer Experience To Gain Growth
Customer emotions heavily influence experiences and motivate actions, yet these motivations are often hidden, even from the customers. Organizations must uncover these hidden motivations to serve their customers better. The "Jobs to Be Done" framework, popularized by Clayton Christensen at Harvard Business School, provides a lens through which to view customer motivations. , Founder and Managing Director of , emphasizes the importance of aligning customer experiences around the idea of jobs to be done, helping organizations grow faster by understanding what customers seek to achieve...
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Is Ghosting Killing Your Sales? Here's How To Overcome It
The Intuitive Customer - Helping You Improve Your Customer Experience To Gain Growth
Colin has been ghosted. He was surprised, considering he is married and has been for decades. However, his ghosting experience didn’t come from a romantic partner but a professional one. Since ghosting appears to be spreading into many interactions, we thought we should discuss it here. Ghosting, where someone suddenly stops communicating, has become more common, thanks to technology making it easier to cut off contact. It often happens online, like in dating apps, leaving one wondering what went wrong. Even social invitations are not immune. Despite sending...
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Revealed! The Silver Bullet of How to Improve Your Customer Experience
The Intuitive Customer - Helping You Improve Your Customer Experience To Gain Growth
"What's the one thing we need for a stellar Customer Experience?" If we had a dollar for every time clients asked us this, we’d, well, have quite a few dollars. The question is understandable. This unspoken desire for a silver bullet solution echoes across industries. We all want a silver bullet solution that will fix our problems, whether for weight loss, financial growth, or, in Colin’s case, for playing the guitar. The problem is that there isn’t one for CX improvement. Or guitar, frankly. Achieving mastery in guitar isn't about shortcuts—it's...
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Master the Art of Staying Cool: 5 Rules to Handle Customer Crises
The Intuitive Customer - Helping You Improve Your Customer Experience To Gain Growth
You will have a customer crisis. We apologize for being so direct, but the fact is customer crises are inevitable. When it does happen, will you be able to navigate it to an acceptable outcome? Do you have a comprehensive approach? We doubt it. Few organizations do. Most think a customer crisis isn’t going to happen to them or that they will be able to manage it when it does with their business-as-usual approach. They are wrong. It will, and they won’t. Others think they do have a plan, even if they came up with it when the main method of...
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Overcoming Gridlock in Decision Making: Unraveling the Paradox of False Consensus
The Intuitive Customer - Helping You Improve Your Customer Experience To Gain Growth
Have you ever come across the Abilene Paradox? It's when everyone agrees to do something that no one really wants to do. coined "The Abilene Paradox" based on a family incident. They ended up driving 50 miles each way across the scorching Texas desert to Abilene for dinner, even though none of them wanted to go. They all thought everyone else wanted to go, so they reluctantly agreed. Politeness led them to a hot, dusty adventure that none of them enjoyed. This reminded me of a recent experience. I had plans with friends, but as the weekend neared, I wasn't up for it. I...
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How to Measure the Hidden Impact on ROI of Evoking Customer Emotions
The Intuitive Customer - Helping You Improve Your Customer Experience To Gain Growth
A hidden impact exists regarding your experience management return on investment (ROI). It is often overlooked because it lurks between a specific moment in a customer process and the behavior resulting from it. However, uncovering and understanding this hidden impact is critical for comprehending its implications on the bottom line. Emily Davidson wanted to know how to determine the value of her Customer Experience initiatives, a challenge many in the field face. So, she asked us—and we were glad to tell her. What Emily needs is the insight provided by our Emotional Signature...
info_outlineSo, you think the sale is in the bag. The customer signed the paperwork and everything. However, when you log in the next day to email, there is a cancellation. You think, what happened?
People change their minds all the time for a lot of different reasons. Sometimes, it is about something they ordered or bought; sometimes, it is about paint color or springing for the upgrades. Why they change their mind has a lot of influences, and understanding how a customer’s mind works can help you manage these situations to the best possible outcome.
The customer’s mind is a complicated thing. We think of ourselves as unitary, meaning the only version of ourselves. However, psychology shows we have multiple versions of ourselves that activate under different circumstances. These versions might not always agree on the decisions made, so once a new version gets control, it might reverse a previous version’s decision.
Plus, these versions of us also have two ways of thinking. There is the fast and automatic thinking provided by our Intuitive System and the slow and deliberate thinking employed by the Rational System. The outcome could be quite different depending on which system controls the decision. Moreover, sometimes the Rational System will come in and overrule the Intuitive System later, which can be the impetus behind that cancellation you just saw.
In this episode, we explore why customers change their minds and how you can build into your experience ways to manage this. So, go ahead and listen; the future version of yourself will thank you for it.
Here are some other critical moments in the discussion:
- 03:50 We introduce the concept that we have multiple versions of ourselves and multiple thinking systems that influence decision-making and mind-changing.
- 07:50 Ryan shares a story about research showing how one can reach different decisions and sometimes less-than-optimal results.
- 11:05 Colin explains how the two systems of thinking work off each other about decisions, and Ryan explains how wish lists on purchases rarely come to fruition.
- 16:55 We share a practical example of customers changing their minds in the real world on a buying decision and how the company responded to manage this change.
- 20:40 We talk about Cognitive Depletion and how it affects customer behavior.
- 26:35 We share practical tips and suggestions that can help you manage customers’ changing minds in the future.
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