The Intuitive Customer - Helping You Improve Your Customer Experience To Gain Growth - How Behavioral Science Will Dramatically Increase Your Response Rates

How Behavioral Science Will Dramatically Increase Your Response Rates

08/28/21 • 28 min

The Intuitive Customer - Helping You Improve Your Customer Experience To Gain Growth

No one ever sends out an email that they hope no one will read. Well, not on purpose, anyway. No one would go through the trouble of writing, editing, circulating, and then editing an email some more only to have readers skip it and click on another, more compelling email in the inbox. We write and send emails to get people to do something, starting with reading it.

In this episode we explore the ways that email marketers can increase response rates to their campaigns using the concepts from psychology and behavioral economics. By using the way humans respond to information as a guide, you can change the reaction your email creates in people, and get them to respond more.

Key Ideas to Improve your Customer Experience

There are two main concepts that we focus on in this episode, Framing and Loss Aversion. Framing explains how the presentation of information is never neutral and how that affects people’s reaction to it. Loss Aversion explains that we react more intensely to losses than we do to gains. Using the combination of these two concepts, you might be surprised at how different the response rate to the same information in an email can be.

Here are a few key moments in the discussion:

04:16 Ryan presents an explanation for Framing and Loss Aversion, and how you can use them to persuade people to do something.
08:51 Ryan explains how there is also a Negativity Bias at play which suggests we prefer negative information over positive information.
10:08 We make an important distinction between presenting losses and being negative, and how one does not necessarily lead to the other every time.
12:07 We describe how FOMO, or Fear Of Missing Out, is a form of Loss Aversion that can be useful when writing email copy.
15:07 Colin shares a tool that he finds helpful for writing headlines that are compelling for content, which could be useful for email subject lines.
21:54 We explain why understanding your customers goals and motivations will help you create a message that gets their attention.
24:59 We share all the specific things you can do to make your emails more compelling and increase your response rates.

Please tell us how we are doing! Complete this short survey.

Customer Experience Information & Resources

LinkedIn recognizes Colin Shaw as one of the 'World's Top 150 Business Influencers.' As a result, he has 289,000 followers of his work. Shaw is Founder and CEO of Beyond Philosophy LLC, which helps organizations unlock growth by discovering customers' hidden, unmet needs that drive value ($). The Financial Times selected Beyond Philosophy LLC as one of the best management consultancies for the last two years. Follow Colin on LinkedIn and Twitter.

Click here to learn more about Professor Ryan Hamilton of Emory University.

Why Customers Buy: As an official "Influencer" on LinkedIn, Colin writes a regular newsletter on all things Customer Experience. Click here to join the other 22,000 subscribers.

Experience Health Check: You already have an experience, even if you weren't deliberate about it. Our Experience Health Check can help you understand what you have today. Colin or one of our team can assess your digital or physical Customer Experience, interacting with your organization as a customer to define what is good and what needs improving. Then, they will provide a list of recommendations for critical next steps for your organization. Click here to learn more.

How can we help?

Click here to learn more about Beyond Philosophy's Suite of Services.

Key Ideas to Improve your Customer Experience

Here are a few key moments in the discussion:

04:16 Ryan presents an explanation for Framing and Loss Aversion, and how you can use them to persuade people to do something.
08:51 Ryan explains how there is also a Negativity Bias at play which suggests we prefer negative information over positive information.
10:08 We make an important distinction between presenting losses and being negative, and how one does not necessarily lead to the other every time.
12:07 We describe how FOMO, or Fear Of Missing Out, is a form of Loss Aversion that can be useful when writing email copy.
15:07 Colin shares a tool that he finds helpful for writing headlines that are compelling for content, which could be useful for email subject lines.
21:54 We explain why understanding your customers goals and motivations will help you create a message that gets their attention.
24:59 We share all the specific things you can do to make your emails more compelling and increase your response rates.

Please tell us how we are doing! Complete this short survey.

Customer Experience Information & Resources

Click here to learn more about Professor Ryan Hamilton of Emory University.

Why Customers Buy: As an official "Influencer" on LinkedIn, Colin writes a regular newsletter on all things Customer Experience. Click here to join the other 22,000 subscribers.

How can we help?

Click here to learn more about Beyond Philosophy's Suite of Services.

Previous Episode

5 Rules to Guarantee a Return on Investment (ROI)

A lot of the behavioral sciences can feel intimidating. However, it doesn’t have to be. The Five Rules Podcast Series is our attempt at giving you an easy entry point into the complex and messy world of Behavioral Science.

A couple of years ago, research from some well-respected firms came back with the conclusion that investing in Customer Experience is not paying off the way that organizations had hoped. One of the reasons that might be the case is because many people are investing in Customer Experience just because everyone else is and, as a result, are focused on the wrong things. So, to change that focus and prove that your efforts are paying off, we wanted to give you a formula for success.

In this episode, we explore the 5 Rules to Guarantee a Return on Investment. From making sure you understand how your experience drives value for people to thinking outside the box to measuring everything you do; we have the way for you to prove that your programs work. But, perhaps most importantly, we show that you, as the champion of them, are the person that can get your organization the results they want and the customer-driven growth they need.

Key Ideas to Improve your Customer Experience

We designed our five rules to help change your focus to what matters to customers to drive results for your bottom line. This process starts with Emotional Signature® research, which enables you to see what drives value for your organization and the hidden wants and needs that your customers really want but probably didn’t tell you.

The 5 Rules to Guarantee a Return on Investment are as follows:

Do your homework.
Think outside the square.
Remember, costs are part of the formula.
Have a Fail-Fast Mentality
Measure everything.

Here are some critical moments in the discussion:

03:37 Colin explains how doing your homework means digging deeper on what customers really want so you know what drives value for your customers in your experience.
08:30 We discuss how important it is to differentiate yourself from the competition by going beyond adopting industry best practices and looking ahead when planning your strategy in the marketplace rather than responding to change afterward.
14:16 Colin shares his no-miss strategy for ensuring that what you request in the budget will get approved (Hint: It involves getting the finance team on board).
18:31 We talk about how you have to try things and fail so you can learn what works and adjust the rest; it’s a “Ready, Fire, Aim!” approach to change.
21:46 Colin shares how when you can show your results, you also show that you are a person that makes decisions based on strategy and gets results on them.
24:05 We review and summarize all five rules as well as what you should do with them.

Please tell us how we are doing! Complete this short survey.

Customer Experience Information & Resources

Click here to learn more about Professor Ryan Hamilton of Emory University.

Why Customers Buy: As an official "Influencer" on LinkedIn, Colin writes a regular newsletter on all things Customer Experience. Click here to join the other 22,000 subscribers.

How can we help?

Click here to learn more about Beyond Philosophy's Suite of Services.

Next Episode

The Hidden Messages That Are Killing Your Culture Without You Knowing

If you are like most companies, you probably think that you put the customer at the center of everything you do. But do you?

There are some critical things that the most customer centric companies do differently than the average company. It requires a mindset that understands the essential nature of it and then a consistent approach to applying it in all the areas of the company, from how you recruit talent and empower employees to how you prioritize customers in your team meetings.

In this episode, we discuss how we categorize the customer centricity of organizations and use the areas of People and Culture and Leadership to determine it.

Key Ideas to Improve your Customer Experience

There are four distinct types of organizations regarding customer-centricity, which we call our Naïve to Natural Model. There are Naïve organizations that do not or will not put customers first, Transactional ones that know they should do more but aren’t, Enlightened companies get the importance of it but are still working on putting them there, and Natural companies, well, they just do it.

We use nine areas to determine where an organization is on this model. Two of the most significant are People and Culture and Leadership. How you handle these areas and how they relate to customers indicate where you are on your Naïve to Natural journey.

Here are a few key moments in the discussion:

03:19 Colin defines what customer-centricity is for an organization.
05:07 We share the four types of organizations that we use to codify organizations for customer-centricity.
07:04 Colin explains how there are nine areas that affect an organization’s customer centricity, starting with people.
11:36 Colin shares a story about how he knew an organization was Transactional based on how much time they devoted to customer training in employee orientation.
23:27 We introduce another area of customer centricity, Culture and Leadership.
25:44 Colin explains how they once used a speed dating format to get senior managers back in touch with customers.
27:58 We share how the position of customer issues on the company’s team meeting agenda indicates how important they think it is.

Please tell us how we are doing! Complete this short survey.

Customer Experience Information & Resources

Click here to learn more about Professor Ryan Hamilton of Emory University.

Why Customers Buy: As an official "Influencer" on LinkedIn, Colin writes a regular newsletter on all things Customer Experience. Click here to join the other 22,000 subscribers.

How can we help?

Click here to learn more about Beyond Philosophy's Suite of Services.

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