Shifting From Purchaser To User. Imagine there’s no purchaser. It’s easy if you try…. Try to think of your customer as someone you care about (brother, mother, friend) in the act of using your product or service. Rather than a faceless data point you’re trying to get to purchase. And ...

My team and I were sitting at the pub, rethinking an approach to a client’s customer-rewards program. So, we looked at a seminal study in the Journal of Personality and Social Psychology. It validated our counterintuitive notion of loyalty and compensation. And, ah, inspired another round as we brainstormed with crayons on ...

    Emotion plays a larger role in customer experience (than effectiveness and ease): Harvard Business Review’s and Forrester‘s respective seminal studies are still rock solid in showing us why emotion is the most influential of the three e’s of Cx quality — effectiveness, ease, and emotion. Customer Satisfaction (isn’t good enough): Former ...