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Experience Journal
Ideas, insights, thoughts and many more in our customer experience blog
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Customer Experience (CX) in Healthcare: A Cure for Patient Pain Points
This article explores how healthcare systems—from public hospitals to private clinics and health-tech platforms—are using Customer Experience (CX) to eliminate pain points and deliver care that is not only clinical, but also cognitively and emotionally coherent.
Ownership Effect: Overvaluing Owned Items
Imagine a customer who values their old smartphone more than a new model, simply because they have owned it for years. This scenario illustrates the Ownership Effect, where individuals assign greater value to objects they own, regardless of the actual market value.
Epistemic Curiosity Bias: Desire for Knowledge and Understanding
Imagine a customer who spends hours researching every detail about a product before making a purchase decision, driven by an insatiable desire to learn more. This behavior exemplifies Epistemic Curiosity Bias, where a strong desire for knowledge and understanding influences decision-making.
Anthropomorphism: Attributing Human Traits to Non-Human Entities in Customer Experience
Imagine a customer interacting with a chatbot that has a friendly name and uses conversational language, making the experience feel more personal and engaging. This scenario illustrates Anthropomorphism, where human traits are attributed to non-human entities to create more relatable and engaging interactions.
Disjunctive Fallacy: Overestimating the Probability of Disjunctions
Imagine a customer considering multiple potential benefits of a new product but failing to realize that not all of these benefits are likely to occur together. This scenario highlights the Disjunctive Fallacy, where individuals overestimate the probability of multiple outcomes happening together.
Cultural Bias: The Effect of Cultural Backgrounds on Customer Preferences
Consider a global company launching a product that is popular in its home market but receives a lukewarm response internationally due to cultural differences. This situation reflects Cultural Bias, where assumptions based on one’s own cultural background can affect perceptions and decision-making.
Convergence Bias: Overestimating Agreement Among Group Members
Imagine a team of executives assuming all customers want a new feature based on a few enthusiastic comments, overestimating the agreement among their customer base. This situation exemplifies Convergence Bias, where people overestimate the extent to which others share their views or preferences.
Benign Violation Theory: Humor Arising from Safe Violations
Picture a customer interacting with a playful chatbot that makes a joke about their order, causing them to smile. This situation illustrates the Benign Violation Theory, where something is perceived as humorous if it simultaneously violates a social or cultural norm but is still considered safe or non-threatening.
Resource Allocation Bias: Misjudging Allocation of Resources
Imagine a customer service manager allocating equal time to resolve both minor and complex customer issues, leading to inefficiencies and dissatisfaction. This example highlights Resource Allocation Bias, where there is a misjudgment in the distribution of time, money, or attention among tasks or resources.
Information Asymmetry: Unequal Knowledge Among Participants
Imagine a scenario where a customer buys a used car without knowing its complete history, while the seller has full knowledge of past accidents. This situation illustrates Information Asymmetry, where one party possesses more or better information than the other.
Peer Influence Bias: Influence of Peers on Decisions
Imagine a scenario where a customer chooses a product because several friends have recently purchased the same item. This decision-making process demonstrates the Peer Influence Bias—a cognitive bias where an individual’s choices are significantly shaped by the behaviors and preferences of their peers.
Spillover Heuristic: Influence of One Event on Perceptions of Another
Imagine a customer who had a delightful meal at a restaurant and then receives excellent service while checking out. The positive impression from the meal spills over into their overall perception of the restaurant. This illustrates the Spillover Heuristic, where one event influences the perception of another.
Perceived Control: Importance of Customers Feeling in Control
Imagine a customer navigating a complex website, feeling frustrated by the lack of intuitive options and overwhelmed by the choices presented. This scenario highlights the importance of Perceived Control—the feeling that one has influence over their environment and decisions.
Coping Mechanisms: Managing Customer Stress and Decision Fatigue
Imagine a customer overwhelmed by the vast array of options in an online store, feeling stressed and fatigued by the decision-making process. This situation highlights the need for effective Coping Mechanisms—strategies that help individuals manage stress and decision fatigue.
Equity Aversion: Discomfort with Unequal Outcomes
Consider a scenario where two customers receive different levels of service for the same price, leading to feelings of unfairness and dissatisfaction. This reflects Equity Aversion, a cognitive bias where individuals feel discomfort or distress when outcomes are perceived as unequal or unfair.
Self-Other Discrepancy: Differing Views of Self and Others
Consider a situation where a customer perceives their needs as unique and expects personalized service, but assumes other customers have more generic needs. This perception reflects the Self-Other Discrepancy, a cognitive bias where people view themselves differently than they view others.
Dialectical Bootstrapping: Improving Estimates Through Internal Debate
Imagine a customer service team brainstorming solutions for a recurring issue, debating different approaches, and using opposing viewpoints to refine their strategies. This process embodies Dialectical Bootstrapping, a cognitive technique that involves considering multiple perspectives to improve judgment and decision-making.
Fading Affect Bias: Positive Events Fading More Slowly Than Negative Ones
Imagine a customer recalling a memorable vacation experience where they were treated exceptionally well by the hotel staff. Even months later, the joy and satisfaction from that positive experience linger. This scenario exemplifies the Fading Affect Bias, where positive events tend to remain more vivid in our memories over time compared to negative ones. In the context of Customer Experience (CX), understanding this bias can help businesses enhance customer satisfaction and loyalty by strategically amplifying positive experiences and mitigating negative ones.
Temporal Dynamics: Influence of Time on Perception and Decision Making
Think of a scenario where a customer has to wait in line at a coffee shop. As time passes, their perception of the wait lengthens, and their patience wanes. This scenario illustrates the concept of Temporal Dynamics—the way time influences our perceptions and decisions. In the realm of Customer Experience (CX), understanding temporal dynamics is crucial as it can significantly impact customer satisfaction, loyalty, and decision-making processes. Businesses that recognize how time affects their customers' perceptions can better manage expectations and improve overall experiences.
Bilingual Advantage: Cognitive Benefits from Speaking Multiple Languages
Imagine walking into a multicultural store where the staff effortlessly switches between languages to accommodate each customer. This seamless interaction enhances the shopping experience and leaves customers feeling valued and understood. This scenario illustrates the Bilingual Advantage—a cognitive benefit arising from speaking multiple languages. In Customer Experience (CX), leveraging bilingual abilities can significantly enhance communication, understanding, and service delivery, leading to improved customer satisfaction and loyalty.
Expectation Heuristic: Influence of Expectations on Perceptions
Imagine entering a luxury hotel lobby that promises an unparalleled experience through its advertising and customer reviews. Before even checking in, your expectations are already set high. This scenario is a classic example of the Expectation Heuristic—a cognitive bias where our perceptions are shaped by our initial expectations. In the realm of Customer Experience (CX), understanding how this heuristic operates is vital for businesses. By shaping and managing customer expectations effectively, companies can significantly influence customer satisfaction and loyalty.
Cognitive Reserve: Brain’s Resilience to Damage
Imagine two customers of the same age who experience similar levels of stress and cognitive demands in their daily lives. One customer continues to thrive mentally, engaging in challenging tasks with ease, while the other struggles with focus and memory. This difference could be attributed to what is known as Cognitive Reserve.
Statistical Bias: Misinterpreting Statistical Information
Imagine a customer choosing a health supplement based on a study that claims "80% of participants reported improved energy levels." Without understanding the study's context—like the small sample size or lack of a control group—they might take this statistic at face value, believing the supplement is highly effective. This is an example of Statistical Bias.
Salience Heuristic: Overemphasis on Prominent Information
Picture a situation where a customer is choosing a new car. They might focus heavily on the bright red color of a sports car on display, even though other factors like safety ratings and fuel efficiency might be more important in the long run. The eye-catching color stands out and overshadows more relevant details in their decision-making process. This is an example of the Salience Heuristic in action.
Decision Theory: Analyzing Decision Making Under Uncertainty
Imagine a customer considering whether to invest in a new tech gadget that promises revolutionary features. They weigh the potential benefits against the high cost and uncertainty of how well the product will work in real life. This process exemplifies Decision Theory in action.
Commitment Heuristic: Commitment to Initial Decisions and Investments
Picture a customer who has just bought a year-long gym membership. Even if they aren’t fully satisfied with the gym's facilities after a few visits, they continue going because they've already committed to the membership. This is an example of the Commitment Heuristic in action.
Aesthetic Usability Effect: Influence of Aesthetics on Perceived Usability
Imagine browsing a sleek, modern website that is beautifully designed with intuitive navigation. Despite not knowing all the features, you instinctively feel that it’s easier to use than a plain, outdated website. This is an example of the Aesthetic Usability Effect.
Irrational Heuristic: Making Decisions Against Logic
Imagine a customer who chooses a more expensive brand of toothpaste because they believe a higher price equals better quality, despite no supporting evidence. This behavior is driven by the Irrational Heuristic, where decisions are made contrary to logical reasoning, often based on gut feelings or superficial cues.
Action Bias: Preference for Action Over Inaction
Imagine a customer who frequently changes service providers because they believe they must "do something" to avoid missing out on better deals or opportunities. This is an example of Action Bias in action.
Bias Blind Spot Effect: Recognizing Bias in Others but Not in Oneself
Imagine a customer who readily points out that other shoppers are being swayed by flashy advertisements, yet firmly believes that their own purchase decisions are entirely rational and unbiased. This is an example of the Bias Blind Spot Effect.
False Attribution: Misattributing Causes in Customer Feedback
Picture a situation where a customer gives negative feedback about an online shopping experience, attributing their dissatisfaction solely to slow delivery. However, the real issue was not the delivery time but the lack of updates during the shipping process. This is an example of False Attribution.
Confirmation Bias: Seeking Confirmatory Information
Think of a customer who has already decided to buy a new phone from a particular brand. They spend hours reading reviews and testimonials, but they only focus on positive feedback while ignoring any negative comments. This is an example of Confirmation Bias.
Causal Attribution: Inferring Causes for Events and Behaviors
Imagine a customer who believes that their recent purchase of a fitness tracker led to their improved health, attributing their positive changes solely to the tracker rather than considering their new diet and exercise routine. This is an example of Causal Attribution.
Numerosity Heuristic: Perception Influenced by Number of Units
Imagine a customer at a grocery store choosing between two packs of apples. One pack contains 10 smaller apples, while the other has 5 larger apples. Even if the total weight of the apples in each pack is the same, the customer perceives the pack with 10 apples as being a better deal. This is an example of the Numerosity Heuristic.
Causal Illusion: Misunderstanding Cause-and-Effect in Customer Data
Imagine a customer who notices that every time they buy a particular brand of cereal, they have a great day. They start believing that this cereal somehow makes their days better, even though it's just a coincidence. This is an example of Causal Illusion.
Regret Aversion: Avoiding Decisions That Could Lead to Regret
Imagine a customer standing in a store, trying to decide between two nearly identical gadgets. One is slightly more expensive but has a feature that could be useful. The customer is paralyzed with indecision, fearing that choosing the wrong option might lead to future regret. This hesitation is driven by Regret Aversion.
Semantic Bias: Influence of Language on Perception and Decision Making
Imagine a customer reading a product description that uses positive, emotion-evoking language such as "luxurious," "premium," and "exclusive." This language shapes their perception of the product, making it seem more valuable or desirable, even if the actual product features are similar to a competitor's. This is an example of Semantic Bias.
Fading Affect: Positive Events Fading More Slowly Than Negative Ones
Imagine a customer who vividly remembers a delightful experience at a favorite restaurant years ago, but finds it hard to recall a negative experience from the same time. The positive memories remain strong, while the negative ones fade away faster. This phenomenon is known as the Fading Affect.
Magnitude Bias: Misjudging the Magnitude of Events
Picture a customer who hears about a data breach affecting one million users and feels alarmed, but when they learn that another breach affected ten million users, their concern increases exponentially, despite the proportional difference. This disproportionate reaction is an example of Magnitude Bias.
Compartmentalization: Separating Conflicting Beliefs
Think of a customer who diligently follows a healthy diet during the week but indulges in fast food over the weekend. Despite the conflicting behaviors, they maintain separate compartments in their mind for "healthy eating" and "weekend indulgences," avoiding any guilt or cognitive dissonance. This mental strategy is an example of Compartmentalization.
Duration Neglect: Ignoring Duration in Retrospective Evaluations
Imagine a customer attending a concert that has a few unforgettable moments but lasts longer than expected, causing some fatigue. However, when recalling the experience later, they remember the highlights vividly and feel it was a fantastic event, largely ignoring the length of time they were there. This phenomenon is known as Duration Neglect.
Direct Manipulation: Interface Design Enabling Direct User Control
Imagine a customer using a design software that allows them to drag and drop elements, resize images by clicking and pulling on corners, or change colors with a simple click on a color palette. This hands-on, intuitive interaction exemplifies Direct Manipulation.
Incremental Heuristic: Gradual Changes in Preferences
Imagine a customer who starts by purchasing a basic fitness tracker. Over time, they gradually upgrade to a more advanced model, then to a smartwatch with numerous features. This progression illustrates the Incremental Heuristic.
Experience Sampling: Real-Time Data Collection to Understand Customer Behavior
Imagine a customer using a food delivery app that periodically asks them to rate their experience at various stages of the order process—placing the order, waiting for delivery, receiving the food, and post-meal satisfaction. This technique is known as Experience Sampling.
Excessive Optimism: Overestimation of Positive Outcomes
Picture a customer planning a vacation to a tropical island. Despite reports of unpredictable weather and the possibility of storms, they are confident that they will enjoy sunny skies throughout their trip. This example illustrates Excessive Optimism.
Locus of Control Bias: Internal vs. External Attribution of Control
Imagine a customer who experiences a problem with a new smartphone. If they believe the issue is due to their lack of understanding or misuse, they are demonstrating an internal locus of control. If they think the problem lies with the manufacturer or a defect in the product, they are displaying an external locus of control. This scenario is an example of Locus of Control Bias.
Extended Mind Hypothesis: Cognition Extending Beyond the Brain
Think of a customer using a smartphone app to navigate a city they've never been to before. The app becomes an essential tool, guiding them step-by-step, helping them find restaurants, locate landmarks, and even communicate in a different language. Here, the smartphone is more than just a tool; it's an extension of the customer's cognitive processes, helping them think, decide, and interact with their environment. This scenario illustrates the Extended Mind Hypothesis.
Anthropocentric Framing: Human-Centered Interpretation of Events
Imagine a customer choosing between two companies for a home renovation project. One company describes its work as "using cutting-edge technology and state-of-the-art materials," while the other emphasizes "crafting spaces that bring comfort and joy to your family." The customer is drawn to the latter because it speaks directly to human values and emotions. This is an example of Anthropocentric Framing.
Fluency Heuristic: Judging by Ease of Processing
Imagine a customer browsing an online store. They come across two product descriptions: one is concise and easy to understand, while the other is long and filled with technical jargon. The customer immediately prefers the product with the simpler description, believing it to be the better choice. This decision is driven by the Fluency Heuristic.
Impact Discounting: Underestimating the Impact of Events
Imagine a customer considering whether to buy insurance for their new smartphone. At the moment, they think the chance of damage or loss is minimal and decide not to purchase insurance. Months later, when the phone is accidentally damaged, they regret not having insurance. This scenario illustrates Impact Discounting.
Construal Level Theory: Psychological Distance Affecting Thinking
Imagine a customer planning a vacation six months in advance. They envision themselves relaxing on a beach, exploring local culture, and enjoying new experiences. However, as the date approaches, their focus shifts to practical details like packing, travel logistics, and expenses. This shift in thinking reflects Construal Level Theory.
Perceptual Adaptation: Adjustment of Perception Based on Experience
Imagine a customer walking into a bakery that smells overwhelmingly of freshly baked bread. Initially, the aroma is strong and noticeable, but after spending a few minutes inside, the customer barely notices it anymore. This phenomenon is known as Perceptual Adaptation.
Framing Heuristic: Influence of Presentation on Decision Making
Picture a customer trying to decide between two similar products. One is labeled as “80% lean,” while the other is labeled as “20% fat.” Despite both descriptions conveying the same information, the customer perceives the “80% lean” product as the healthier option. This example illustrates the power of the Framing Heuristic.
Normalization of Deviance: Accepting Small Deviations as Normal
Imagine a customer who subscribes to a meal delivery service that occasionally delivers meals late or with missing ingredients. At first, the customer is frustrated, but as these deviations become more frequent, they start to accept these flaws as normal, lowering their expectations. This is an example of Normalization of Deviance.
Change Blindness: Failing to Notice Changes in Visual Stimuli
Imagine a customer visiting their favorite online store, which recently underwent a website redesign. The navigation menu has been rearranged, and the color scheme is slightly different, but the customer doesn't immediately notice these changes. Instead, they proceed to shop as usual, completely unaware of the modifications. This phenomenon is an example of Change Blindness.
Implicit Association: Unconscious Connections Between Concepts
Think of a customer who automatically associates luxury brands with high quality, even though they haven’t extensively researched the products. This customer might opt for a well-known luxury brand over a lesser-known competitor simply because of the unconscious connection they make between the brand and perceived quality. This is an example of Implicit Association.
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FOMO (Fear of Missing Out): Impact on Customer Purchasing Decisions
Picture a customer scrolling through social media and noticing a limited-time sale for a popular tech gadget. Even though they hadn’t planned on buying a new device, the fear of missing out on a great deal pushes them to make a quick purchase. This scenario illustrates the influence of FOMO (Fear of Missing Out) on purchasing decisions.
Bias Against Creativity: Preference for Predictable Options Over Novelty
Imagine a customer choosing between two product designs: one is a classic, well-known style, and the other is a unique, innovative concept. Despite acknowledging that the creative option has potential, the customer opts for the classic design. This preference reflects the Bias Against Creativity.
Reinforcement Heuristic: Encouraging Repeated Behaviors
Imagine a customer who receives a discount coupon every time they make a purchase from an online store. Over time, this customer starts shopping there more frequently, driven by the expectation of receiving future discounts. This is an example of the Reinforcement Heuristic in action.
Social Facilitation Effect: Performance Changes in the Presence of Others
Imagine a customer who walks into a bustling gym filled with people working out. Inspired by the energy of those around them, they push themselves harder than they would if they were exercising alone at home. This motivation to perform better in the presence of others is an example of the Social Facilitation Effect.
Brand Loyalty Bias: Preference for Familiar Brands
Think of a customer who repeatedly purchases the same brand of running shoes, even though there are newer, potentially better options available. This customer consistently chooses their preferred brand because of past positive experiences, even if they haven’t compared other options recently. This behavior exemplifies Brand Loyalty Bias.
System 1 and System 2 Thinking: Fast vs. Slow Thinking in Decisions
Imagine a shopper deciding between two brands of cereal at the grocery store. Without much thought, they grab the brand they always buy, relying on instinct and familiarity. However, when choosing a new laptop, the same shopper spends hours researching, comparing specifications, and reading reviews before making a decision. This difference in decision-making is due to System 1 and System 2 Thinking.
Apophenia: Perceiving Meaningful Patterns in Random Data
Imagine a customer browsing a new online store and noticing that every third product they see is marked as a "Best Seller." They start to believe there is a hidden pattern or special offer they can unlock by purchasing every third item. This is an example of Apophenia at play.
Perceptual Contrast Effect: Judging Options Based on Comparison with Others
Picture a customer who is deciding between two televisions. One TV is displayed next to a larger, more expensive model, while the other is next to a smaller, cheaper one. The customer perceives the TV next to the smaller model as a better deal and decides to buy it, even though both TVs are priced similarly. This is an example of the Perceptual Contrast Effect in action.
Action Effect: Preferring Action Over Inaction
Imagine a customer who feels the urge to change their internet provider because they believe a competitor might offer slightly better service, even though they haven’t faced any issues with their current provider. This desire to take action, despite the lack of compelling reasons, is an example of the Action Effect.
Intertemporal Decision Making: Balancing Present and Future Preferences
Think of a customer choosing between buying a new smartphone today or saving money for a future purchase, like a vacation. This decision involves weighing immediate gratification against long-term benefits—a classic example of Intertemporal Decision Making.
Status Bias: Influence of Social Status on Decision Making
Imagine a customer choosing between two luxury cars. Both vehicles have similar features and prices, but one is from a brand perceived as more prestigious. The customer opts for the more prestigious brand, believing it will elevate their social status. This decision-making process is influenced by Status Bias.
Utility Maximization: Seeking Maximum Benefit in Decisions
Imagine a customer choosing between two smartphones. One has a better camera but costs more, while the other is more affordable but lacks some features. The customer carefully weighs the pros and cons of each phone, seeking the best overall value for their money. This decision-making process exemplifies Utility Maximization.
Objective Self-Awareness: Focus on Self in Decision Making
Imagine a customer considering whether to buy a luxury watch. As they browse, they reflect on how wearing the watch might make them feel more confident and how others will perceive them. This introspection and heightened self-focus influence their decision-making process. This scenario exemplifies Objective Self-Awareness.
Selective Optimism: Overestimating Positive Outcomes Selectively
Imagine a customer booking a vacation during the rainy season, convinced that they will have sunny weather throughout their trip. They choose not to consider the actual weather forecast, relying instead on hope and optimism. This scenario illustrates Selective Optimism.
Behavioral Consistency Bias: Expectation of Consistent Behaviors
Picture a loyal customer who has consistently purchased from a particular brand for years. They expect the same level of quality and service with each purchase. When this expectation is not met, they feel frustrated and consider switching brands. This reaction is driven by Behavioral Consistency Bias.
Knowledge Illusion: Overestimating Understanding of Customer Needs
Imagine a company launching a new product, confident that it meets all customer needs perfectly. However, the product fails to gain traction because it doesn’t align with actual customer desires. This overconfidence in understanding customer needs is an example of the Knowledge Illusion.
Inconsistency Bias: Discomfort with Inconsistent Information
Imagine a customer reading two different reviews about a smartphone. One review praises its battery life, while another criticizes it. The conflicting information creates discomfort, leading the customer to distrust both reviews and look for a third opinion. This reaction is due to Inconsistency Bias.
Sample Size Insensitivity: Ignoring Sample Size in Judgments
Think of a customer reading reviews for a new restaurant. They see a few glowing reviews and decide the restaurant must be fantastic, ignoring the fact that only three people have left reviews. This is an example of Sample Size Insensitivity.
Self-Expansion Bias: Preference for Opportunities for Personal Growth
Imagine a customer choosing between two fitness apps. One offers a static set of exercises, while the other constantly updates with new challenges and tracks progress. The customer picks the latter because it promises continuous improvement and growth. This decision is influenced by Self-Expansion Bias.
Temporal Anchoring: Relying on Initial Time Estimates
Imagine a customer planning a renovation project. They receive an initial estimate of two weeks for completion. Even if delays occur, they continue to base their expectations on this initial two-week timeframe. This is an example of Temporal Anchoring.
Defensive Attribution: Blaming Victims to Maintain a Just World
Picture a customer reading a news story about someone losing money to a scam. Instead of recognizing the scammer's wrongdoing, they might think, "The victim should have been more careful." This reaction is an example of Defensive Attribution.
Goal-Gradient Effect: Increased Effort as One Approaches a Goal
Imagine a customer using a loyalty card at their favorite coffee shop. As they get closer to earning a free drink, they start visiting the shop more frequently. This increase in visits is influenced by the Goal-Gradient Effect.
Retrospective Falsification: Rewriting Past Events
Imagine a customer who recalls a past purchase and, over time, starts to remember it more positively than it actually was. They might think the product was much better than it truly was, influenced by their current preference for the brand. This is an example of Retrospective Falsification.
Intergroup Bias: Preferences and Prejudices Towards Different Groups
Think of a customer who only buys products from companies that align with their political beliefs. They might avoid brands that they perceive as supporting opposing views, regardless of the quality or value of those products. This behavior is influenced by Intergroup Bias.
Predecisional Distortion: Twisting Information to Fit Initial Preferences
Imagine a customer reading reviews for a smartphone they already like based on brand loyalty. Even if some reviews are mixed, they might interpret the negative ones as less credible or relevant, twisting the information to fit their initial preference. This phenomenon is known as Predecisional Distortion.
Believability Bias: Accepting Statements as True Because They Are Believable
Picture a customer browsing an online store who sees a review stating, "This product changed my life!" The customer might believe this statement without further verification because it aligns with their expectations or desires. This is an example of the Believability Bias at work.
Affective Slant: Emotions Influencing Interpretation of Information
Imagine a customer reading a product review after a frustrating day. They might interpret a neutral comment as more negative than intended due to their current emotional state. This interpretation is influenced by a bias known as the Affective Slant.
Consensus Effect: Overestimating Agreement Among Others
Imagine a customer who strongly prefers eco-friendly products assuming that most people share the same preference. This customer is more likely to choose and recommend these products, thinking they align with a common value system. This tendency is rooted in the Consensus Effect.
Modality Effect: Influence of Sensory Modality on Perception
Imagine a customer in a perfume shop who not only smells the scents but also watches a visually captivating video about the perfume’s origins. Their decision to purchase might be influenced more by the visual appeal of the video than the scent itself. This phenomenon is known as the Modality Effect.
Field Dependency: How Context Influences Customer Perceptions
Think about a customer choosing a wine at a restaurant. They might be influenced more by the ambiance of the place or the waiter’s recommendation rather than the actual quality or taste of the wine itself. This tendency to rely on the surrounding context for decision-making is known as Field Dependency.
Cognitive Miser: Preference for Simplified Thinking in Customer Choices
Imagine a customer quickly selecting the first smartphone they see on a shelf because it’s the most popular model, without bothering to compare specs or read reviews. This behavior reflects a tendency known as the Cognitive Miser effect.
Positive Reinforcement: Encouraging Repeated Customer Behaviors
Think of a loyalty program that rewards customers with points every time they make a purchase, which can later be redeemed for discounts or exclusive offers. Customers are likely to keep coming back to earn more points and enjoy the rewards. This practice is rooted in the concept of Positive Reinforcement.
Agency Heuristic: Overattributing Actions to Human Agency
Imagine reading a news story about a market crash and immediately assuming it happened due to the decisions of a few powerful individuals. Even though various complex factors may have contributed, you tend to focus on the idea that someone's actions directly caused the outcome. This tendency to overattribute events to human actions is an example of the Agency Heuristic.
Loss Discounting: Underestimating Potential Losses
Picture a customer considering a high-risk investment opportunity. The potential for significant returns seems so appealing that they downplay the chances of losing their entire investment. This tendency to undervalue potential losses while focusing on potential gains is an example of Loss Discounting.
Negativity Heuristic: Overemphasis on Negative Information
Imagine browsing online reviews for a new restaurant. Even though most reviews are positive, you can't help but focus on the few negative ones. Despite the overwhelmingly good feedback, those negative reviews weigh heavily on your decision to dine there. This tendency to prioritize negative information is an example of the Negativity Heuristic.
Feature Integration Theory: Combining Features into Perceptual Objects
Imagine a shopper looking at a high-end smartphone. They notice its sleek design, vibrant display, and advanced camera features. As they evaluate these attributes, they begin to see the phone as a singular, high-quality object rather than just a collection of individual features. This process is explained by Feature Integration Theory.
Law of Small Numbers: Overestimating Accuracy of Small Samples
Imagine a customer visiting a new restaurant and having an amazing meal. Excited by their experience, they quickly write a glowing review online, suggesting it’s the best place in town. This judgment, based on a single experience, is an example of the Law of Small Numbers.
Evolutionary Bias: Decisions Influenced by Evolutionary Factors
Think about a customer walking through a grocery store and instinctively gravitating towards brightly colored fruits and vegetables. This attraction isn’t just a matter of preference; it's rooted in an evolutionary instinct where humans are drawn to foods that appear fresh and ripe. This behavior is an example of Evolutionary Bias.
Field Effect: Influence of Environment on Perception
Imagine walking into a high-end boutique with elegant lighting, soft music, and a luxurious ambiance. Even if the products are similar to those in a regular store, your perception of their quality and value is elevated because of the environment. This shift in perception is due to the Field Effect.
Fixed Action Patterns: Automatic Responses to Specific Stimuli
Imagine a customer who always says "thank you" after receiving a service, even when they are not particularly satisfied with it. This automatic response is not necessarily a conscious choice but rather a habit ingrained in them over time. This behavior exemplifies Fixed Action Patterns.
Reproductive Bias: Preference for Familiar Solutions
Think of a customer who always chooses the same brand of toothpaste they've used for years, even though there are newer brands with better features on the shelf. This decision stems from a comfort with the familiar, a behavior explained by Reproductive Bias.
Expectation Bias: How Expectations Shape Customer Perceptions
Picture a customer planning a vacation to a highly-rated resort. They have read glowing reviews and seen beautiful photos online, which sets high expectations for their stay. However, when they arrive, the experience doesn’t quite match what they had imagined. Even though the resort is objectively good, the customer feels disappointed because it didn’t live up to their high expectations. This scenario demonstrates the power of Expectation Bias.
Evaluative Projection: Projecting Current Evaluations into the Future
Imagine a customer enjoying a meal at a newly opened restaurant. They are impressed with the ambiance, service, and food quality during their first visit. Based on this single experience, they project this positive evaluation into the future, expecting every visit to be equally satisfying. This expectation is a manifestation of Evaluative Projection.
Coherence Effect: Preferring Logical Consistency in Stories and Information
Picture a customer browsing through an online store, looking at product descriptions and reviews. They find a product with mixed reviews; some say it's excellent, while others mention serious flaws. The customer feels uneasy and decides not to buy the product because the conflicting information doesn’t form a coherent story. This hesitation is an example of the Coherence Effect.
Focalism Effect: Overemphasis on One Aspect of an Event
Imagine a customer who is considering purchasing a new car. They focus heavily on the car's fuel efficiency because of rising gas prices, paying less attention to other important factors like safety features, reliability, and overall comfort. This tendency to overemphasize one aspect of a decision, while neglecting other relevant factors, illustrates the Focalism Effect.
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Coming soon
The Naked Customer. Episode 1. Customer Experience Awards
In this episode of The Naked Customer Podcast, host Aslan Patov is joined by Mark Hamill, CEO & Co-founder of ARCET Global, to explore the evolution of Customer Experience (CX) and its growing role in business transformation.
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Artificial Intelligence
Coming soon
The Naked Customer. Episode 2. Artificial Intelligence (AI) in Customer Experience (CX)
In this episode of The Naked Customer Podcast, host Aslan Patov is joined by JD Ackley, CEO of RAIZOR AI, to explore the evolving role of AI in customer experience (CX) and its impact on automation, job security, and creativity.
