We eat first with our eyes!

Imagine an experiment involving two identical skyscrapers, Tower A and B. Both towers have elevators that run at the same speed, but let's implement distinct changes for this experiment:

• Tower A's elevators deliberately display malfunctions on lobby screens next to elevator call buttons. Inside the elevators, all mirrors and display screens are removed, and internet jammers disrupt connectivity.
• Tower B's elevators are set to operate 10% slower, with no other modifications.

Predictably, Tower B's elevators outperform Tower A's despite the slight delay. The psychological impact is evident. In Tower A, the explicit display of malfunctions creates uncertainty among passengers, eroding confidence and resulting in a poor user experience. The absence of mirrors and display screens leaves passengers unaware of their floor or direction, heightening anxiety, even if the elevator travels at the correct speed and direction. Interestingly, this absence of distractions in Tower A gives an illusion of slower movement, while in reality, it's 10% faster.

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While billions are invested in speed enhancements, the translation of these improvements into revenue or enhanced customer experiences often falls short. The missing link lies in a crucial yet often overlooked aspect: human psychology.

?Speed undoubtedly holds importance, but it alone doesn't ensure customer attraction or retention. Consider the example of ride-hailing services. These services offer swift ride bookings arriving within minutes, yet local yellow-taxi services weren't far behind in terms of speed. What sets them apart? Beyond their business model, it's the user-centric applications they provide. These apps offer essential information like distance, driver details, and ratings, alleviating customer anxiety by delivering a superior experience that goes beyond mere speed. Numerous applications have effectively leveraged human psychology to enhance user experiences. For instance, a leading pizza company provides live status updates on pizzas being prepared, reducing customer inquiries about their order status. Similarly, a luxury car company allows customers to test drive new models while service engineers perform maintenance, resulting in enhanced customer satisfaction ratings for the service department.

?In conclusion, while speed remains crucial, it's the comprehensive consideration of human psychology that truly enhances business performance. Understanding and catering to human emotions and expectations play a pivotal role in achieving sustainable success and customer loyalty.

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