- Contract Management for Non-Contract Professionals 16 - 20 May 2021
- LV, MV and HV Circuit Breakers 16 - 20 May 2021
- The 10-day Contract & Project Management Skills for Non-Professionals 16 - 27 May 2021
- Oil & Gas Operational Safety 16 - 20 May 2021
- Financial Analysis: Evaluation, Budgeting & Decision Making 16 - 20 May 2021
- Supplier Relationship Management (SRM) and Operational Excellence 16 - 20 May 2021
- SAP Enterprise Resource Planning 16 - 20 May 2021
- Process Plant Start-up and Commissioning 16 - 20 May 2021
- Process Plant Start-up, Commissioning and Troubleshooting 16 - 27 May 2021
- Emotional Intelligence: EQ for Innovative Leadership and Corporate Teamwork 16 - 20 May 2021
- Healthcare Operations: Cost Control & Productivity Management 16 - 20 May 2021
- e-HR: Latest Trends and Applications 16 - 20 May 2021
- Integrated Reservoir Analysis: Concepts, Methodology & Importance 16 - 20 May 2021
- Leadership Development for Engineers 16 - 20 May 2021
- Leadership & Crisis Management in Emergency Situations 16 - 20 May 2021
- Advanced Presentation Skills 16 - 20 May 2021
- Petroleum Production Operations 17 - 21 May 2021
- Construction Administration for Engineers 17 - 21 May 2021
- The 5-day Contract Professional MBA 17 - 21 May 2021
- Ship Chartering, Laytime & Demurrage Masterclass 17 - 21 May 2021
Customers don’t think the way they think they think.
February 23, 2020
Yeah, you might want to read that title a few times.
There is always a strange paradox encountered by anyone who has to deal on a regular basis with customers, and that is that customers simply do not behave in a way which is logical, even reasonable often.
Why is this? We conduct careful Market Research and Customer Satisfaction surveys, respond to their findings, strive to improve our performance and, well, nothing!
The answer may lie in the new science of Behavioural Economics.
The simple fact is that we, none of us, actually think the way we like to imagine we do.
A wonderful book by Daniel Khaneman* outlined the idea that we have two systems of thinking, System 1 and System 2. The system we all imagine we use, using logic and reason, comparing alternatives and coming to sound, rational conclusions, is System 2. Our customer satisfaction surveys, Market Research studies and marketing messages naturally assume this is the preferred option and are geared very much to System 2 thinking (and consequently give System 2 results)
System 1 is rather more driven by emotion, intuition and gut-feel. Your brain (good as it is) is overwhelmed and bombarded with information all the time and, as a consequence, is constantly looking for short cuts. The actual processing of a thought requires significant resources of energy and oxygen and it is your brain’s job NOT to be ‘right’, but to be ‘right enough’ and efficient. Consequently, it predominantly utilises System 1 tactics in its daily life.
So the purchase decision, the re-purchase decision, loyalty to a supplier and compliance are all driven by emotional factors and the employment of System 1 thinking which requires tactics of chunking, deletion, rules of thumb and habit etc.
Consequently, customers will often tell a Market Researcher something they believe is the ‘right’ or ‘expected’ answer and then actually do the complete opposite (as a case study, consider how many General Elections throw up actual results that are quite different to the opinion pools published earlier in the campaign.
So, to provide a quality customer experience (surely the primary goal of any Enterprise in this social 24/7/365 ‘always-on’ world), we need to understand that the customer is not a rational robot, (also he is not an intentional liar), but rather an emotional, unpredictable creature whose behaviour and decision-making is based on short cuts, rules of thumb, the practice of habit and what I like to call ‘Commercial Inertia’.
The role of the new Marketing is to understand this and start designing compelling propositions (and customer feedback systems) that reflect this new reality. If you are a leading brand, your job is to compound the habits of your loyal customers, if you are a new entry, your job is to break those habits and install new ‘short cuts’ for customers.
This EuroMaTech Managing Service Quality and Customer Satisfaction training course will be presented on 23 – 27 March 2020 in London, United Kingdom. For more details of this training course you may check the link here and register now.
References: Thinking Fast and Slow, Kahneman D, Pub Penguin; 01 edition (10 May 2012); EuroMaTech Senior Consultant – Fred Mills Blog
Check out our courses for 2020 at www.euromatech.com/training-plan-2020.
EuroMaTech is a leading training & management consultancy offering
training solutions that focus on enabling clients to improve their skills and
potential, to progressively achieve organisational outcomes. With a high
emphasis on quality, we support our clients’ training needs across a wide
range of industries to meet industry best practices and create value
addition. Our program categories include topics on: Administration
Finance & Budgeting, Customer &
Public Relations, HR
Process Engineering, Projects, Contracts &
Masterclass. With headquarters in Liverpool, UK and offices in Dubai and
Abu Dhabi, EuroMaTech deliver courses in worldwide venues including
Training Courses in Abu Dhabi , Training
in Amsterdam , Training
Courses in Bali ,
Training Courses in Bangkok , Training Courses
Training Courses in Brighton,
Training Courses in Brussels, Training Courses
in Berlin , Training Courses in Chicago ,
Training Courses in Colombo ,
Training Courses in Copenhagen , Training
Courses in Dubai , Training
Courses in Geneva , Training Courses in Georgia , Training Courses in
Jeddah , Training Courses in
Kuala Lumpur , Training Courses in London ,
Training Courses in Marrakech , Training
Muscat , Training Courses in Los
Angeles , Training
Courses in Orlando , Training Courses in Riyadh , Training Courses in Singapore , Training
Courses in St. Petersburg , Training
Courses in Sydney , Training Courses in Vancouver ,
Training Courses in Vienna , Training Courses
in Washington , and Training Courses in Zurich.
Join us on LinkedIn, Facebook , Twitter , Google+, YouTube & Instagram and make a professional presence online.