| McKinsey Classics | October 2016 |
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| How behavioral science improves the customer experience |
| Human behavior is no closed book—behavioral science shows that it’s quite predictable. During interactions with customers, for example, a company should get anything unpleasant out of the way at the start, so the experience ends on a positive note that increases their loyalty. This is a powerful insight for any service business, yet relatively few of them take it into account in designing their interactions with customers. Don’t miss “Using behavioral science to improve the customer experience,” a classic 2010 article explaining this simple, low-cost approach. |
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Your gut instincts infiltrate your innermost thoughts, even when you believe you are being utterly rational. They shape how you frame problems and the options you consider. They inspire you to consult some people but not others, to collect data in some areas but not others, and to take some decisions seriously but not others. Yet, while you can’t evade these emotions, you can understand and control them.
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