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RENASCENCE CUSTOMER EXPERIENCE

Behavioral Toolkit

Why is it here?
We traditionally investigate, design & build experiences for humans based on the assumption that they are rational beings and act in the way that maximizes their own interest.

But behavioral economists & scientists had proven that context, memory & emotions lead us to what's often related to as irrational or spontaneous decision making.

Even customers can't explain why they are making some decisions or act in a certain manner, as it's subconscious.


Let's imagine a scenario and the outcome.
Experience
During a visit to the store, a customer after a long selection process picked a product and purchased it.
Reaction
During the selection process he found it extremely hard to make his choice, and ended up defaulting (buying what he always buys).
Capturing & Analysis
The customer receives a survey from the shop. He isn't 100% happy, main reasons listed in the survey are "choice", "location", "parking" & "price".
Remediation
The store owner enhances the number of options the customer is exposed to make him happy next time. He adds parking slots & introduces a loyalty program. Great!


Now, what happens in reality and what don't we see?
Experience
During a visit to the store, a customer after a long selection process picked a product and purchased it.
Reaction
During the selection process he found it extremely hard to make his choice, and ended up defaulting (buying what he always buys).
Capturing & Analysis
The real reason why customer isn't happy is lack of guidance & number of options (leads to anxiety), FOMO ("what if" I made a different choice) & the feeling of "difficulty" he gets when shopping there.

We can't capture this.
Customer can't express it.
We don't know what to ask.
Remediation
Instead of guiding selection or decreasing the number of choices, the store owner introduces even more complexity through choice.



And we can't fix this.
Because we don't know.
what is the solution?
In Renascence we fused our understanding of customer experience with behavioral biases to come up with a toolkit of over 200 biases that have an impact on the way customers act.

It helps us understand the real underlying drivers of consumer behavior and design solutions that will remove barriers and improve both the perception and the reality customers get from services and interactions across the board.

Example of our Behavioral Toolkit
Below you can find a simplified version of our behavioral toolkit that we use to better understand customers and enhance their experience using cognitive behavioral science.
We notice things already primed in memory or repeated often. It's a mental shortcut that helps you make fast, but sometimes incorrect, assessments according to ease of availability of information. The bias operates on the notion if something can be readily recalled, it must be more important than alternative solutions that aren't as readily recalled.
AVAILABILITY HEURISTIC
READILY RECALLED = MORE IMPORTANT
After hearing that a plane fell off the sky in the news, people buying tickets next time would consider safety as a strong point when choosing the airline or even a category for travel (train vs. plane), instead of relying on the statistics which completely counters this logic.
EXAMPLE
Convenience
CX PRINCIPLES
Integrity
Effort
Empathy
Enablement
Expectations
Emotions
Personalisation
Resolution
Speed
A solution that is created for the customer should be well displayed. A campaign should showcase how exactly it can help the customer and what exact goals he can achieve with it.
Perception of effort will depend on how well one can remember the steps he has to follow. Build services that are easy to remember and relate to.
Providing easy & memorable options that sit top of mind can help customers make quick & easy decision with your brand & perceive overall service as quicker.
If we will keep repeating the same mistake over and over again, we risk creating wrong expectations. And, having created the right ones, we have to follow the same standard of quality.
The tendency to pay attention to some things while simultaneously ignoring others. The bias may explain an individual's failure to consider alternative possibilities, as specific thoughts guide the train of thought in a certain manner.
ATTENTIONAL BIAS
WE CAN GET ANCHORED BY TINY ISSUES
People with eating disorder tend to pay more attention to food-related stimuli.
EXAMPLE
Convenience
CX PRINCIPLES
Integrity
Effort
Empathy
Enablement
Expectations
Emotions
Personalisation
Resolution
Speed
We can gain customer's trust by simply doing great in matters that are important to him.
We can be great in many things, but having failed in one simple thing that was important to the customer can lead to unpredictable behaviors.
Personalisation and consideration of personal needs are key if we want to be seen by customers as a greater whole.
Segmentation, while being a key, often forgets about the needs of smaller groups. Small groups, though, with very specific & urgent needs can be the key to WOM & projection of empathy.
The tendency to believe information to be correct after repeated exposure. When people are exposed to new information, they rely on whether the information is in line with their understanding or if it feels familiar.
ILLUSORY TRUTH EFFECT
WHEN TRUTH IS ABOUT FREQUENCY
Hearing false information about political candidates in TV commercials repeatedly, can cause the public to believe it.
EXAMPLE
Convenience
CX PRINCIPLES
Integrity
Effort
Empathy
Enablement
Expectations
Emotions
Personalisation
Resolution
Speed
Always draw a connection between a new information shared with the customer and the old one he gained from you earlier and continues gaining from the market & competition.
A customer will always expect you to be at least "like the rest". Even when doing good, we have to make sure that we market that "good deed" properly.
A psychological phenomenon by which people tend to develop a preference for things merely because they are familiar with them.
MERE EXPOSURE EFFECT
WE PREFER WHAT'S FAMILIAR
The more often a person is seen by someone, the more pleasing and likable that person appears to be.
EXAMPLE
Convenience
CX PRINCIPLES
Integrity
Effort
Empathy
Enablement
Expectations
Emotions
Personalisation
Resolution
Speed
Exposing customers to new tools through transformation can be somewhat painful. Sometimes, an evolutionary method is less stressful than the revolutionary one.
A psychological phenomenon by which people make relative decisions that are influenced by the environment or previous exposure to objects.
CONTEXT BIAS
WE REMEMBER IN CONTEXT
It's easier to recall lessons learned in class vs. lessons learned in unrelated environments (think malls, recreational centers, bedrooms…etc.)
EXAMPLE
Convenience
CX PRINCIPLES
Integrity
Effort
Empathy
Enablement
Expectations
Emotions
Personalisation
Resolution
Speed
We can decrease the level of perceived effort by simply reminding customers about the key steps they have to take whenever they need to perform an action or go through a tricky process.
Make sure that tools that are not used often have reminders in the UX, for non-digital consider refreshing materials & brochures.
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