The science of human behavior has uncovered rather a lot about how people experience things. Relatively little of this knowledge has trickled down to CX professionals. This talk will cover a few of the key ideas from consumer psychology and behavioral economics that can most improve CX. The talk will focus on the basics of the 2-System model of cognition, that customers have two ways of evaluating an experience—rationally and intuitively—and that CX professionals must attend to both.
Key takeaways:
1. Theory isn’t a bad word. You have no choice but to rely on theories about your customers–it’s just a matter of whether they are empirically supported theories or superstition 2. You must understand the mindset your customers are bringing to the experience (rational vs. intuitive) 3. There are different ways of creating CX that speak to our two cognitive systems