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The Importance of Paying Attention to Subconscious Influences in Customer Experience



Today, the ability to leverage employee and customer assets to extend brand impact, drive business results, and improve loyalty can make the difference between surviving and thriving. Here the 10 key psychological principles that organizations use in customer experience management and the business case for their use.


1. We make decisions based on preconceived expectations and prejudices of what an experience will be—not what it is

2. We don’t always consider all elements of an experience, only those most noticeable.

3. We identify a moral code in what you do, even if it is not directly relevant to the purchase in question.

4. Sometimes we don’t know about the things that influence us; we just subconsciously perceive them

5. Emotional twinges affect our “in the moment” decision making and hence behavior.

6. We are prone to be wary of anything that threatens our well-being.

7. It is about what we want from an experience at a deep level and as we traverse it.

8. Our memory of an event is not perfect, but subject to manipulation.

9. We like to follow the herd, be seen as part of the group.

10. We get bored with the same old. Sometimes innovation for its own sake is important


Read this White Paper of the American Marketing Association’s to know more of how Marketing and Neuroscience Drives Customer Decisions

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