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2. Customer Facing Team Members "6 Levels Down"

Talk to customer-facing team members on the front lines of customer interactions, whether they're taking calls in the call center, responding to customers on social media, or selling. Using sentiments and text analytics as a starting point, ask team members to provide context, stories, and anecdotes to them. Often those stories are the early whispers of emerging needs, problems, and opportunities. Yet these team members are frequently not asked for input because they are six levels deep in the organization. And according to Michael Lewis in the most recent episode of Season 3 of his excellent podcast, Against the Rules, the solution to most of your problems is often six levels deep in your organization.

 

Another variation is simply to listen in on calls or respond to customer complaints on social media. When I was a CMO, I'd occasionally respond to social media complaints because it helped bring to life the people, their stories, and the use case behind transaction data. It helped me understand the emotional needs that drove a purchase decision rather than simply the functional needs we saw with data or market research.  That gave us the ability to craft more powerful campaigns that magnify a stickier benefit.  

 

3. Behavioral Design

We rely on advertising to change customer perceptions. However, when it comes to changing behavior, it's less effective, especially at a micro-level. Yet often, micro-changes or nudges are the edits that have the most impact on your customer's behavior. For example, changing the default options for users, the location of a product, or a word or two in the choice architecture has proven highly effective in getting intransigent behavior to change – like eating better, saving, or donating. Small changes that deliver big wins are why many tech and software companies use behavioral design in their product, marketing, and customer experience efforts.

 

But how do you bring this capability to your organization? Consider taking a class in Behavioral Design. One of the best is from Irrational Labs, the Behavioral Design Consulting firm founded by Dan Ariely and his former client at Google, Kristen Berman. The founding team has played an outsized role in the migration of behavioral science from the dusty halls of academia into the tech world.

At Irrational Labs Behavioral Design Bootcamp, you'll learn a simple but robust framework for leveraging behavioral science to change behavior for greater loyalty and revenue.  Clients of Irrational Labs include teams at Google, TikTok, Indeed, and Intuit. I've been studying behavioral economics informally for a long time and decided to formalize my learning by taking this class. I walked away impressed by the instructors, the framework, and the interactive approach to the instruction. It was also just fun.

p.s. I don't get a referral fee, I just like to know who the good people are so I can recommend them to friends & clients.