Don’t Try to Guess Customer Behavior (or… Customer Experience, Gunslinger Style)Posted by Luis Serpa on February 13, 2009 - 9:55 AM
It’s interesting how you can find Customer Experience wisdom in the strangest places. The message I got for this post came in fact from a novel I was reading yesterday (The Dark Tower III, by Stephen King).
In it, two of the main characters were discussing odd human reactions to certain situations when making decisions.
The dialogue went more or less like this:
Character 2 (Suzanna): “If you are afraid of what might be on the other side of the doors, maybe bouncing off the walls seems safer…”
That got me thinking immediately on how similar this dialogue could be to any number of companies receiving complains on their Customer Experiences:
CX Expert (Suzanna): “If they don’t know how to use those 6 views or are overwhelmed by how to find the product in the first place, maybe calling the 1-800 seems safer and faster…”
The moral of the story here is that nobody should guess Customer Behavior based on what customers “bitch about” when they speak to you. What you are hearing is how they see and rationalize YOUR problem and not what motivated theirs. Customers are irrational and they don’t really care about what drives them to do something, they just do it.
Real behavioral knowledge comes from observing your customers and understanding their basic fears and motivations. Without a sincere effort to understand Customer Behavior, what you think would be a solution for their grumble might exacerbate the exact problem you are trying to solve.
So it doesn’t matter how many features (doors) you put in front of your customer. If they don’t know what they are there for and you are not trying to address their real motivations (fear of what’s on the other side), you will end up watching your customer bouncing off the walls, refusing to use the doors and still blame YOU for a lousy customer experience.
And guess what? They are absolutely right…
See original post at Vox Inc – Customerspective Blog
This Post Categories: Behavioral Research • Call-Center • Customer Experience • Customer Retention • Ramblings • Standing Out • Usability
Tagged with: Behavioral Research • Call-Center • Customer Behavior • Customer Experience • Customer Retention • Customer-Centric Design • Gunslinger • Irrational Customer • LinkedIn • Luis Serpa • Stephen King • The Dark Tower • Websites
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