Behavioral Science Tactics Are The Solution To Excellent Customer Experience

Partner Content

Now more than ever consumers are in the driver's seat, but what do consumers really want from brands? 

Well, it’s not just one thing. They want personalization but they also want privacy. They want to be loyal to brands but they only want brands to be there in the moment of need. 

Let’s take a closer look at what this means. 

Four of the complexities we see are:

1. Purpose. Over the last two to three years our lives have changed, and purpose is all the more important. Accenture has identified a shift with 80% of consumers: that they want to be associated with brands that are doing well by doing good.
   
   
2. Relationship building. Good customer experience leaves people feeling heard and appreciated. If you provide excellent customer experience, you’re more likely to build a lasting relationship with your audience. This will result in learning more about your audience and then leveraging that for better personalization.
   
3. Emotion. When it comes down to it, consumer decisions are really just humans making those decisions and perhaps not as consciously as we assume — we need to keep this in mind. 75% of consumers will stay with a brand they trust, and positive associations can be driven by emotion. Marketers can make this work for them by playing to emotions, and being meaningful and memorable.
   
4. Value. “What’s in it for me?” is a question consumers often consider. By using games in marketing, marketers can leverage those feel-good emotions. When we play a game, we are in-the-moment, feel accomplished, and we’re given an opportunity to succeed. This provides a good customer experience, and in exchange, brands can learn more about their audience and how to best market to them. 

Knowing this, it’s ironic then that reaching consumers is harder than ever. That’s where behavioral science comes in — marketers can use the science and techniques to appeal to their audience. 

By offering the right experience, your audience won’t be able to help but pay attention. 

While this is a challenge, it’s also an opportunity for marketers. By using behavioural science and corresponding techniques as building blocks of your engagement strategy, you can create a hook. By also using gamification, you can create loyal relationships with your audience, be relevant and there in the moment of need, and create more personalized experiences that result in achieving your KPIs. 

Want to know more? You can watch the entire session with behavioural scientist Patrick Fagan and hosted by Leadfamly here.