Why care about cups of tea?
Knowing how complex a cuppa can be, can you imagine what your customers go through when deciding whether to purchase a product, or move through your website? How about an omnichannel product experience? Or a lengthy B2B decision-making process involving several stakeholders?
Every touchpoint represents an opportunity to support and improve customer decision-making. While this can sound daunting, the trick is to decide which insights matter most. How granular you need to go depends on the behaviours you want to change.
- For example, do we want to enhance the experience of making tea? To make it faster or more enjoyable? To waste less electricity or water? To make a better cuppa at the end? To get more compliments from your colleagues?
Once you understand the broad range of decisions being made, you can hone in – and ideally start experimenting. Approaches like Behaviour Mapping are really helpful in identifying which decisions have the most potential for positive change.
So next time you reach for the kettle, ask yourself whether you’ve got your customer journey sussed. For there is more to decision-making than meets the eye.
Professor Iain Gilchrist talked about the layers of decision-making during his recent Behavioural Meetup. If you missed it, check out the full SlideShare below. More about our team can be found here.