Grafting the 'Is-Ought Dichotomy' into Costumer Behaviour

Many costumer behaviour psychologists will sound 100% sure when telling you that a costumer does this, or does that, likes this or that, should be treated this or that way. And they may be correct to a large extent. 

However, what they fail to tell you is that costumer behaviour is a concept that can't be fully learnt even if one happens to grow grey hairs in the process. 

While there are laid down principles on ways to relate to customers, it is relevant for the business owner to make inquiries into the behaviour of the costumers unique to his own business. 

This is where I want to bring in the "Is-Ought dichotomy". 

The Is-Ought dichotomy is credited to David Hume (1711–76), a Scottish philosopher and historian. Grafting this into costumer behaviour, it is used in a different context i.e what is the right thing to do when relating with a customer vs what is applicable for good costumer relationship. 

Usually you are told, if you do A, a customer will respond in Z way. This is the 'Ought' scenario. It is generally accepted and widely applicable in many cases. 

However, the 'Is' talks about the actual situation of things... The 'off the book' methods which might require bending some rules in the book. 

For instance, giving a customer a survey form to fill is the ideal way to get to know how he feels about your product or service. That's the 'Ought'. But in the real world, your customer might feel bored and burdened to have to fill-out a long form. I remember a particular transport company I used to travel with some years back. They started keeping survey forms on customers seats. Most times, only 2 papers gets filled out of about 15.

Business owners are advised to study their customers to know what method works for them instead of totally relying on laid down principles.

Digital marketers, this applies to you also. I know you want to use the latest softwares and strategies... before you do that, ask yourself if it actually fits into the needs of your target market/audience.

Chibueze Onyendi