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Customer Psychology |
Why do customers behave as they do? Modern neuroscientists such as Antonio Damasio suggest that the brain is emotionally rather than rationally wired. So in our quest to improve customer experiences and gain their loyalty, we as marketers, must tune into different frequencies to understand customer decisions.
But how? Valuing what customers' value is the theme picked up in The Customers' Benchmark by me. We all talk endlessly about providing value, but what exactly is that? What is the requirements benchmark against which consumers measure you: it is definitely not all rational.
A question posed by Paul Greenberg in his paper Emotional Metrics: The Time Has Come. Paul deplores the quantitative ways we try and obtain qualitative insight: ways that show no regard for the customer's time or what they value.
But do customers behave as individuals or as "herd animals"? How do you find out? Liz Roche picks up this important theme in Segmentation is the Key to Customer Psychology.
Finally, a very individual view comes from Sampson Lee, who gives two maps of his five sense experiences in McDonald's and Burger King. You could download the piece from the captioned diagram to gain emotional insight into what different customer segments value.
Jennifer Kirkby (UK)
GCCRM International Partner
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The Customers' Benchmark
What Is It That Customers' Value Most? |
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Ask a consultant how to improve your "customer experience" and words of wisdom will flow. Ask them what customers' want and the answer may be less forthcoming. We all talk endlessly about providing customer value...
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Emotional Metrics
The Time Has Come |
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Sometimes I am truly amazed at the CRM industry and its decidedly unemotional approach a.k.a. operational approach to customer behavior(s). Even though, theoretically, we've overcome the cliche of "CRM The Technology" there is...
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Segmentation is the Key to Customer Psychology
Truly Make the Customer the CRM Design Point |
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Product placement! Lifestyle marketing! Integrated promotions! It seems that everywhere you look these days some marketer is trying to get you to buy a product by appealing to your psyche rather than explicitly advertising it...
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