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Customer Effort and Journeys

教授. Anil Pillai

当营销人员需要设计和提供良好的消费者体验时,神经科学教给了推荐正规网赌信誉的平台什么? 这篇论文汇集了神经科学和营销策略的独特研究成果,以帮助定义下一代消费者体验的先决条件,因为品牌在一个竞争日益激烈、消费者忠诚度不断下降的环境中进行竞争. A rather clever and interesting experiment, led by Michael Treadway at Vanderbilt University, sheds light on what we, perhaps intuitively always knew.

Humans hate effort

The experiment is an insight as to why we humans hate effort. What exactly happens in our brains as we tussle, hem, and haw between effort and indulgence? Treadway’s study shows that the human brain, when it faces an unpleasant effort, generates a response in the insula (an area deep in the brain which processes, among other things, pain and negative emotions) that is very similar to its response to real pain. This is the “response cost” we experience going through and suffering unpleasant tasks.

Yet we persist

In another interesting study conducted by neuroscientist Jaak Panksepp, he gave rats access to a lever that emitted an electric shock whenever the lever was pressed. One would expect the rats to avoid the lever altogether after the first instance, 特别是当按压杠杆时并没有相应的物质奖励. But surprisingly the rats kept going back for more. Instead of being driven by any external reward or motivation, 这些老鼠的内在动机是“寻找”的需要,因此,尽管这种寻找旅程会带来不利和痛苦,它们还是会不断地回来! Panksepp further posited that all mammals, including humans, are “wired” to seek because the act of seeking releases the neurotransmitter dopamine, which is linked to reward and pleasure. Panksepp花了几十年时间来绘制大脑的情感系统,他认为所有哺乳动物都有这种情感系统,并认为“寻找是这些系统的鼻祖。." Seeking is what motivates us each day to get up, 走出去,去寻找这个世界,即使它看起来似乎是重复的和没有回报的. 但有趣的是,对于人类来说,这种寻求的欲望不仅仅是为了满足推荐正规网赌信誉的平台的生理需求. Panksepp说,人类对抽象奖励的追求和对有形奖励的追求一样兴奋.

...it is the journey that we seek, not so much the destination itself...

Love the experience, hate the effort

这两项研究都告诉推荐正规网赌信誉的平台,寻求给推荐正规网赌信誉的平台巨大的快乐,并产生情感和旅程,与推荐正规网赌信誉的平台同在. But despite this innate desire to seek, 人类仍然在积极地寻找方法和方法来避免努力和随之而来的痛苦. It would seem then, 当推荐正规网赌信誉的平台寻找那些本身就是“经历”的旅程时,推荐正规网赌信誉的平台也会尽量以最少的痛苦和努力去做. And yet day in, 一天, in the context of marketing and selling, 具有讽刺意味的是,公司在消费者旅程和“寻求”体验的欲望中让他们的消费者付出了巨大的努力. Effort that most of the time could be avoided, 这对整体的消费者体验毫无帮助,当然也不会让这些消费者产生忠诚度. 企业似乎也善于向消费者提供“由内而外”设计的旅程和体验。, than from the “outside-in”. Experiences need to be designed and executed based on deep consumer insights and empathy. Our decade-long research tells us that, when they are not, what should be a pleasurable, dopamine-releasing journey becomes instead a journey rife with pain and effort.

Building memorable experiences

马修·迪克森等人在《推荐正规网赌信誉的平台》上发表了一篇开创性的研究论文. titled “Stop Trying to Delight Customers”, an interesting statistic was offered. According to a survey conducted by the authors, 100名客户服务主管中有89人表示,他们的主要策略是超越客户期望,以提供客户满意的服务. 然而,同一项调查显示,客户满意度与客户体验的提升只有微弱的联系. Despite the enormous efforts and significant costs associated with achieving “customer delight,84%接受调查的客户表示,他们的体验是痛苦的,与所设想的承诺的客户快乐场景相去甚远.

《推荐正规网赌信誉的平台》的同一篇研究论文还强调,绝大多数企业都将重点放在客户满意度调查上,以获得改善客户旅程的见解. The challenges with survey-based self-reporting tools such as these are two-fold. Firstly, 调查的设计旨在寻求旨在提高客户满意度的见解,以及与该目标相关的操作修复,从而最终寻求已知问题的答案,而不是探索未知, the unsaid and the unaware. Secondly, survey derived insights run the risk of being biased in multiple ways. Cognitive biases, scoring biases, 权威偏见或简单的厌倦都可能在不经意间扭曲客户满意度调查的结果.

So, 一个问题自然就出现了:如果客户满意度调查被高估了,而且与忠诚度和经验的联系很差, is there a better alternative? One possibility is to focus on a more engagement-oriented metric, like customer effort. Which brings us back to Treadway’s Vanderbilt study. 如果他们测量消费者在与购买体验互动时所经历的痛苦,组织会得到更好的结果吗? 消除努力和相关的痛苦能否成为交付优秀用户体验的主要组成部分, as part of a delightful consumer journey? 

Peak-End Rule

The answer lies in a two-step approach: first measure customer effort; second, design the journey to attenuate that effort. A useful guiding principle to this end is Daniel Kahneman’s “Peak-End” rule, described in his book, Thinking, Fast and Slow. 最大化客户对品牌的态度,同时创造一种消费者体验,这将是一个有竞争力的差异化, design a friction- free, memorable experience at the most intense “peak” of the experience and then again at its “end.” By focusing on optimizing the peak and end of the experience, the consumer is most likely to remember the whole experience as positive.

Measurement beyond customer satisfaction surveys

应用神经科学的进步和快速商业化,使得通过陈述性调查和植根于神经科学的非侵入性工具的结合,能够同时提供无意识和交易性的洞察,来衡量客户在流程和接触点上的努力成为可能. Furthermore, 应用神经科学方法的卓越粒度使研究人员能够将“客户努力”分解为时间的组成部分, Physical and Cognitive effort and measure these independently.

现在越来越清楚的是,希望与消费者深度互动的营销人员和销售商可以从潘斯凯普和特瑞德韦推荐正规网赌信誉的平台对努力的厌恶和对追求的强烈渴望的研究中推荐正规网赌信誉的平台到很多东西. 将这些见解与Matthew Dixon关于客户努力的工作结合起来,就会出现一个有趣的路线图. 这张地图可以帮助组织理解和重新定义消费者体验的设计. We have seen that while consumers are “wired” to seek, they would rather seek with as little effort or pain as possible. Designing and delivering a truly memorable, 因此,接近于零摩擦的愉悦体验应该是精明的营销人员的目标,他们希望自己的消费者不断回访.

About the author
Prof. Pillai is a veteran customer engagement strategy expert. His area of expertise is in building and executing customer engagement, customer experience and customer centricity solutions for organizations. He is a Director at Terragni Consulting Ltd. and Buyer Brain Ltd.

This was originally published in Insights Magazine, 推荐正规网赌信誉的平台 members have access to the full archive of this quarterly magazine on neuromarketing. Interested in joining? Check the options.