From the course: Customer Experience (CX) Strategy: How to Design an Organizational Approach

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Leveraging behavioral science for CX

Leveraging behavioral science for CX

From the course: Customer Experience (CX) Strategy: How to Design an Organizational Approach

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Leveraging behavioral science for CX

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- [Instructor] Between digital analytics and a strong research strategy, we've discussed some great approaches to building a robust understanding of your target customer. But to truly understand your customer and create a deeper human connection between them and your brand, you need to go a step further by leveraging behavioral science. Behavioral science analyzes the unconscious drivers of a person's behavior to identify opportunities to influence that behavior in a preferred direction, or to predict future behaviors based on internal and external factors. You see, in a world of insights and research, respondents might say what they think you want to hear, or they might offer false responses that they don't truly believe because they think the answer is more socially acceptable. Alternatively, subconscious indicators may be impacting their conscious decisions. There are four drivers, conscious and subconscious, that…

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