Tim Wade
Member Since: 19th Jan 2018
Blogger
Co-Founder of CX Lab - pioneering behavioural science in customer experience.
Co-founded CX Lab to bring a new approach to customer experience, one based on science and evidence rather than hype and rhetoric. Having spent many years as a marketing director and as a management consultant, we founded CX Lab to pioneer the use of behavioural science and biometrics in customer experience. Our approach starts with the core behavioural science concept that customers don't do what they say. Asking customers about the whats and whys of their experience doesn't get to the truth. We need to gain an understanding of the unconscious drivers of behaviour to design better customer experiences.
My answers
We find the main issue is that customers don't know their emotions through a customer journey. Asking them about their experience forces a post rationalised response which doesn't match reality. A journey map that relies on asking customers about their emotions does not get to the truth.
What is needed is an understanding of the unconscious response. This can be achieved using behavioural science techniques measuring the physiological response to the experience. Using this you can objectively see the highs and lows of the experience, the causes of stress and frustration. This helps to prioritise focus. We talk more about this in an example here https://www.cxlab.co.uk/user-experience-the-secret-to-improving-it/