Understanding how people form and recall memories is vital to the customer experience.

If we can ensure positive recollection of the brand and experience, then we have a much better chance of not only retaining the customer’s loyalty but also acquiring advocates who would recommend our business.

Not every aspect of the customer experience is equal but by incorporating a little surprise into your transactions, people will enjoy these moments of delight, and it’s these moments that will shine through and make you more memorable.

Listen to this episode so your customers remember you for all the right reasons.

Connect with us!

Instagram: @fabricxlabs

LinkedIn: https://www.linkedin.com/company/fabricxagency

LinkedIn: https://www.linkedin.com/in/si-elliott/

Research related to this episode:

• Book: Kahneman, D. (2011). Thinking, Fast and Slow

Peak-end Rule:

• https://www.businesswire.com/news/home/20220222005103/en/Kodak-Moments-Becomes-the-Official-On-Site-Imaging-Provider-of-Disneyland-Paris-to-Capture-and-Deliver-Guests’-Magical-Memories

Priming:

• https://www.sciencedaily.com/releases/2011/01/110131133125.htm

While direct marketing activity is important, it’s vital to consider the setting or environment, previous interactions and anything else that may influence people.

For example, stereotyping when selecting imagery and video content. This tendency to hold opinions or associate stereotypes with individuals without intention can narrow the message and the audience, so by being aware we can create better customer experiences that resonate deeper with a broader audience.

Listen to this episode to understand how we rely heavily on contextual cues to process incoming sensory data and assign meaning to it. By being aware of this, we can consider different interpretations of an object, word, emotion, or social event depending on the contextual framework in which it is experienced.

Thanks for listening.

Connect with us!

Instagram: @fabricxlabs

LinkedIn: https://www.linkedin.com/company/fabricxagency

LinkedIn: https://www.linkedin.com/in/si-elliott/

Research related to this episode:

• https://www.hbs.edu/ris/Publication%20Files/Thomadsen%20et%20al%202017%20-%20How%20Context%20Affects%20Choice_3053d369-3473-45fc-94a3-b18cd100d5d3.pdf
• https://kids.frontiersin.org/articles/10.3389/frym.2018.00003
• https://insidebe.com/articles/context-is-the-marketing-superweapon/

Find out the underlying factors that motivate people in marketing so you can create customer experiences that play to this.

In this episode, we discuss how to leverage the being right category, such as using post-purchase communications to boost your customers’ ego. For all that and more, hit play and subscribe.

Thanks for listening. Don’t miss out on your copy of Fabricx’s Behavioural Bias Framework:

Connect with us!

Instagram: @fabricxlabs

LinkedIn: https://www.linkedin.com/company/fabricxagency

LinkedIn: https://www.linkedin.com/in/si-elliott/

Research related to this episode:

• Casad, B. J. and Luebering, . J.E. (2023, November 9). confirmation bias. Encyclopedia Britannica. https://www.britannica.com/science/confirmation-bias
• https://medium.com/@charlesleon/confirmation-bias-why-we-think-were-right-c81e493ea330
• https://www.inc.com/jeff-haden/science-says-stop-infecting-other-people-with-better-than-average-effect.html#:~:text=You're%20probably%20familiar%20with,even%20though%20that's%20mathematically%20impossible

IKEA Effect:

• https://www.hbs.edu/ris/Publication%20Files/11-091.pdf