Do you often ask the question: is this the easiest possible way to achieve the desired outcome?

In this episode, we discuss multiple ways to simplify and improve experiences, with examples from big brands that excel at this.

People are constantly overloaded with decisions – around 35,000+ per day! This means that your marketing needs to be as simple as possible so we can make decisions easy for our customers. While planning out your customer experience and each individual interaction, take time to consider whether it is as simple as possible.

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:

• https://www.nature.com/articles/s41599-023-01542-z
• https://www.investopedia.com/terms/h/heuristics.asp#:~:text=A%20heuristic%20is%20a%20mental,or%20solutions%20to%20complex%20problems

Power of free:

• https://newristics.com/heuristics-biases/power-of-free
• https://vikramgoyal2012.medium.com/lessons-from-predictably-irrational-by-dan-ariely-e10eaad14b70

Just like people, brands too want to exude confidence and while at times we might show overconfidence, there’s a way we can use this to speak to our customers.

Overconfidence can look like describing desirable outcomes that your target audience might be searching for and showing customers how something can help to solve a problem.

However, negative overconfidence can be alienating to customers. For example, complex tech jargon could put off the less-savvy audience, which is why remembering to speak to customers in a way that they will understand could make all the difference.

Learn how to harness confidence and rein in overconfidence to ensure happy customers.

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.masterclass.com/articles/overconfidence-bias
• https://docs.iza.org/dp4840.pdf

The Curse of Knowledge:

• https://cognitivebias.io/bias/curse-of-knowledge

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

People worry, they’re anxious about making mistakes, missing out and making detrimental decisions.

By recognising and addressing this often-overlooked fear, we can develop our communications and improve the customer experience by reassuring them along the way.

When we understand and alleviate these anxieties, people can become more confident in their decision-making, leading to empowering experiences that build trust and satisfaction.

Implementing bias insights from the anxiety category into marketing strategies promotes a customer-centric approach that not only eases fears but also genuinely meets customer needs, ultimately enhancing overall customer satisfaction. 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/in/si-elliott/

Research related to this episode:

• Cacioppo JT, Cacioppo S, Gollan JK. The negativity bias: Conceptualization, quantification, and individual differences Behavioral and Brain Sciences. 2014;37(3):309-310. doi:10.1017/s0140525x13002537
• Ito TA, Larsen JT, Smith NK, Cacioppo JT. Negative information weighs more heavily on the brain: The negativity bias in evaluative categorizations J Pers Soc Psychol. 1998;75(4):887-900. doi:10.1037//0022-3514.75.4.887

Loss Aversion:

• https://en.wikipedia.org/wiki/Loss_aversion
• Spotify example source: https://insidebe.com/articles/loss-aversion/

Scarcity:

• https://finance.yahoo.com/news/fall-begins-much-money-pumpkin-150114158.html?guccounter=1
• https://www.ebay.co.uk/b/Apple-Laptops/111422/bn_450926
• https://doi.org/10.1016/j.ijresmar.2016.03.005

Hyperbolic Discounting:

• https://insidebe.com/articles/hyperbolic-discounting/

The Fabricx Behavioural Bias Framework has been years in the making as it has taken extensive research and development to create. The framework simplifies aspects of behavioural science that are relevant to B2C and B2B relationships in marketing. After listening to the mini-series you will be able to:

• get to know why customers behave the way they do – often customers will say one thing and do another.
• understand and influence customer decisions.
• dig deep into what motivates potential buyers and what holds them back.
• create great content and attract more customers/drive higher (or better) conversions - build advocacy!

By knowing how people think and act, we can help them make the best decision for themselves, even when those decisions are influenced and driven by subconscious factors.

Si has over 20 years in customer experience and digital marketing with his agency Diversity. He founded Fabricx the customer experience consultancy to help educate and inspire. Si also is a guest lecturer for Nottingham Trent University and the University of Nottingham. Through this relationship he has worked closely with the School of Psychology at Nottingham Trent University, and sits on the school's advisory board.

Subscribe to listen to the whole series, and explore the incredible human insights from the world of behavioural science.

Thanks for listening.

Connect with us!

Newsletter: www.fabricx.agency

Instagram: @fabricxlabs

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

Interesting further reading related to this episode:

Predictably Irrational by Dan Ariely

Thinking, Fast and Slow by Daniel Kahneman

Nudge: Improving decisions about health, wealth and happiness by Thaler and Sunstein

Have you ever considered sensory marketing or ever been compelled to buy something due to the smell, touch, taste, sound or sight?

In this episode you can find out how Bloomingdales, Octopus Energy, GT85, Rolls Royce and many other brands have leveraged sensory marketing to leave a lasting memory.

Find out how you can consider all the senses and enhance customer experiences.

Thanks for listening.

Don’t miss out on your FREE customer journey mapping template, and get your copy of the CX Principles white paper: https://fabricx.agency/cx-principles/

Connect with us!

Instagram: @fabricxlabs

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

Research related to this episode:

• https://www.psychologytoday.com/us/blog/the-athletes-way/201506/how-does-scent-drive-human-behavior
• https://econsultancy.com/octopus-energys-head-of-digital-on-creating-outrageously-good-customer-experiences/
• https://octopus.energy/shut-up-and-hold-me/ http://bibl.imuz.uw.edu.pl/wp-content/uploads/sites/285/2017/12/North-Hargreaves-McKendrick_1999.pdf
• https://thedecisionlab.com/intervention/how-in-store-music-increased-french-wine-sales-by 330#:~:text=Although%20the%20music%20had%20no,wine%2C%20which%20prompted%20 the%20behavior