How to effectively understand Human Behaviour for a better Experience Management
February 7, 2021at6:30 PM
For companies and brands to thrive in this rapidly changing competitive environment, they need to develop and acquire a new set of capabilities in order to deliver an exceptional customer experience.
Everything around us is changing, the mural in which businesses conventionally have operated is changing every growing day. There is an overpowering and ever-increasing flow of information which is taking away all the power from companies and brands into the palms of individual authorities, resulting in generating more and more demands for better, more pleasing, and more personalized services ascending from, customers and prospects end.
In order to succeed at this process of managing customer experience efficiently, a company or a brand must make this process an all-around inherited organizational habit that is rooted and followed through its everyday business, part of any decision making and all the processes. 33% of Americans say they’ll consider switching companies after just a single instance of poor service.
Also, it is essential to understand that Experience Management is all about humans. Customer experience is an accumulated result of individual habits, demands, needs, and everyday requirements. Anyone and everyone who is establishing, creating, or engrossing experiences is a human being, which signifies that before an organization can effectively manage the customer experiences it remits, it first needs to fathom and grasp how the people who collaborate with it actually feel about it, think about it and whether or not they are willing to accept it entirely. Keeping in mind human behavior complexities, how the human brain reacts towards a particular situation or in-fact towards efforts endowed upon them by their preferred brand or company. Human behavior is majorly a result of how they feel, their feelings play a major role in their decision making, everyday habits, their purchasing habits. It can be often rather difficult to anticipate people’s reactions. What matters the most however is the fact that what it can cost to a company or a brand if they chose to or even somehow end up neglecting or ignoring this very important factor while making big or even the tiniest business decision. Another fact why companies should never let go is the reason that how humans feel about your decision-making abilities or the experience they go through while actually buying your product or services is one of the major factors that drive their loyalty. And how they feel whether they are extremely satisfied or extremely dissatisfied, delighted, or even confused is going to determine the next course of your business success quotient.
“Post-COVID, 59% of consumers care MORE about customer experience when they decide what company to support or buy from.”
Let’s understand factors that highly influence human decision-making abilities and what drives the experience.
An obvious one but at the same time the most important factor that affects a human thought process in terms of making a decision or coming to a conclusion while making a purchase or even the fact that people remember each, and every experience offered by a brand or a company is somehow based on how they made them feel. Simple logic, when you find out through your surveys or research what kind of customer base you have, what gentry it attracts, it gets easier to understand what drives their emotions and their decision-making thought process. Human memory acts more like a photograph, an image that gets developed throughout their customer journeys, and the human brain captures and stores each bittersweet experience your brand offers. According to Newvoicemedia.com “after one negative experience, 51% of customers will never do business with that company again.” With the help of an established feedback system, companies can leverage an opportunity to connect with their customers on emotional grounds as well. A proper customer experience management tool can give companies or brands access to hidden customer signals and the opportunity to rectify or make amendments to any negative perceptions or emotions building up among their customer base.
In general humans have two modes of decision making. One is called Rational Thinking, which is often gradual, coherent, and calculated, and the second mode is called Intuitive Thinking, which is swift, automated, and is based on using practical ways of dealing with a situation, also, learnings based on past experiences. Surprisingly human beings tend to make almost all of their decisions based on their Intuitive Thinking, however, still most brands focus their energies and resources on design experiences that mostly appeal to people’s rational mode. If only brands start considering more obvious signs and consider customer feedback; offering actionable insights, can achieve success in making their Experience Management more smooth driving positive customer experience and their loyalties. Nowadays companies prefer to use advanced Customer Experience Management platforms to manage their Customer Experience insights and data like Dropthought which offers them Intuitive Interfaces, advanced Metric System like CSAT & NPS, actionable insights, Text Analysis Real-time tracking system, and much more. Platforms such as Dropthought give companies access to data that helps them understand hidden emotions behind customer feedback.
At DT we believe that to build a sustainable relationship with a customer, we must value their feedback. We believe in building a situation-based and feedback-centric client engagement plan that will not only help businesses to leverage the data collected abundantly but also if done right this can turn into a long-lasting opportunity to keep your customers intact and keep the revenue bar up and running. Your customers can express their opinions through the surveys and provide suggestions about your services offered, and more throughout their customer journey.
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