In the McKinsey Quarterly “Using Behavior Science to Improve the Customer Experience”, Mr. DeVine and Mr. Gilson talk about five principles to improve your interaction with customers.
- Get bad experiences over with early.
- Break up pleasure and combine pain.
- Finish strongly.
- Give customers choice.
- Let customers stick to their habits.
“The effect of the changes was significant. Patients in the test group reported an average satisfaction level seven percentage points higher than that of patients in the control group—for calls with the same basic content. These patients’ satisfaction levels with the company was on average eight percentage points higher than that of the control group. More important, patients in the test group were on average five percentage points more likely to say that the calls had motivated them to make positive changes in their behavior.”
If you want to download the article, click on the title [Using Behavior Science to Improve the Customer Experience].