Using Behavioral Science To Improve The Customer Experience

Customer experience is a mark that a human (a customer or a prospect) retains in memory that is connected to a branded good or service and that will, consciously or unconsciously, affect his or her future behaviour when connecting with the brand.

Most businesses prioritize the transactional customer experience, or what happens after a customer makes a purchase. However, the transaction's before and after events have an equal impact on your customers' satisfaction and loyalty in reality.?

Customers today are spoiled for choice in the digital era. Therefore, it is more crucial than ever to please them and keep them coming back for more.?

Fortunately, behavioural science can aid in accomplishing that.?

The study of human decision-making and interaction with the outside world is known as behavioural science. It aids companies in comprehending their clients so they may develop products and services that meet their requirements.

But how can behavioural science be applied to create the ideal customer experience??

Let's examine some of behavioural science's most important discoveries to see how they might help us enhance our interactions with customers:

Start with defining your customer journey

Defining your current customer journey is a great place to start. By doing this, you can identify areas for development by posing different queries:?

What does the typical customer journey entail??

Ask questions such as how many touchpoints are necessary for them to complete a purchase. What journey do your customers take through each of those touchpoints? What is the time taken for each of these touchpoints? What are the main roadblocks to success? What would you say your company's brand promise is??

What your business stands for and what sets you apart from the competition are your brand promises. What are you promising your customers, in other words? The customer experience you provide should be consistent with your brand promise, throughout every touchpoint along the way.

Take a look at how consumers use cognitive biases to make decisions.?

When constructing a great customer experience, it is crucial to look at how people make decisions. One important observation is to understand how predictable people are. Every day, we all make decisions based on the same cognitive biases.?

Here are a few cognitive biases you can employ to influence your customer's decision-making:?

Anchoring bias: This occurs when we base too much of our decisions on a single piece of information. When a buyer compares two products, for instance, they can pick the one with the lowest price as that is the first thing they see. Consider displaying two comparable products at various price points if you want to improve sales so that they can compare them distinctively.?

Confirmation bias: It is the tendency for us to look for information that supports our beliefs and overlook information that might contradict them, even if it is accurate. Instead of utilizing facts and data in your copywriting or sales materials, try leveraging testimonials or human experiences to combat confirmation bias.?

The framing effect: This cognitive bias assumes that how a choice is presented will affect how that decision turns out. People will select the discounted option more frequently than those who do not receive a discount, for instance, if you ask them to choose between two products that both cost 500 rupees but one has a 10% discount.

Employ micro-testing to obtain information on what functions and what does not.?

Before making any substantial modifications or investments in something that might not turn out as intended, you can use micro-testing techniques like A/B testing or persona surveys to gain quick feedback from participants rather than waiting until you launch a new feature or product to receive the feedback. It will allow you to make changes before spending too much effort on something that might not turn out as you had hoped.?

Before making any adjustments or enhancements, micro-testing entails performing short tests with a small sample size to gain rapid feedback on what works and what doesn't.

Think about how consumer decisions can be influenced by social proof.?

One of the biggest factors influencing human behaviour is social proof or testimonials. Most of the time we observe what others do before making our own decisions, whether it's to buy something or try out something new.?

Consider incorporating testimonials into your design to persuade clients to make larger purchases, for as by displaying such social proof or showcasing evaluations from other customers.?

All our purchase decisions, therefore, are based on reviews. When we hear others talking about a certain experience, we tend to invest to own something similar.

Utilize heuristics to comprehend how your product or service satisfies customer demands.?

The fundamental goal of behavioural science is to comprehend human behaviour. Making certain that your product or service satisfies customer needs is important.?

Employing heuristics is the most effective method for doing this.?

Heuristics are simple guidelines that aid in decision-making and speed up problem-solving. They are cognitions that free us from having to carefully consider all of our options and come up with the ideal decision from scratch.

Some examples of how you may use these quick cuts to provide amazing customer service:?

Reduce the options available to make things simpler for the customers. Offering individuals more alternatives might seem better, however, giving them too many options confuses their minds.?

Give your consumers just enough options to make informed judgments without making them feel as if they must comb through every available option (or, worse yet, not decide at all) when establishing an amazing customer experience.

To sum it up, the human brain is a complex organ that is capable of many things, but it is also an organ that may be influenced by even the smallest aspects. But whether we realize it or not, it is frequently influenced. That implies that you will have to put in extra effort to give your customers a positive customer experience that is in line with their intrinsic motivations and meets their self-interested requirements.