Tagged with Cognitive Ergonomics
Results for Tag(s): Cognitive Ergonomics
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Behavioral Engineering and the Design of Influential Experiences: Example - Influencing Sustainable Behavior
by Frank Capek
on Mar 20, 2008 - 08:43 AM read 298 times
Source: http://customerinnovations.wordpress.com/?p=83Let me start this important topic with a few points that should be intuitively obvious: The benefits associated with delivering an outstanding customer experience accrue from influencing customer behavior Customers either deliberately or incidentally change what they do when they experience something that makes them feel or think differently In most competitive markets, there are straightforward financial benefits associated with changing customer behavior. These positive changes in customer behavior lead ... read more -
Influential Experiences and the Psychology of Escalating Commitment
by Frank Capek
on Feb 04, 2008 - 07:41 PM read 523 times
Source: http://customerinnovations.wordpress.com/?p=79Would you decide to just go out and spend $15,000 on tools to do a little work around the house? Are the improvements to your backyard worth the $12,000 you ended up spending? Would you decide to invest $3,000 on repairs to your old, unreliable car, even though it was only worth about $4,000 in the first place? Or, is your prize collection of beanie babies, figurines, watches, or ___________ ( ... read more -
Neuroeconomics Overview: The Mind of the Market
by Frank Capek
on Jan 25, 2008 - 06:00 PM read 415 times
Source: http://customerinnovations.wordpress.com/?p=73If you’re looking for a good introduction to behavioral economics leading up to the emerging field of neuroeconomics, check out Michael Shermer’s The Mind of the Market. The Mind of the Market isan easy to read summary of some of the work of many of the brilliant contributors to this field including: Daniel Kahneman and < ... read more -
Cognitive Ergonomics: Framing and Priming the Customer Experience
by Frank Capek
on Jan 24, 2008 - 10:15 PM read 354 times
Source: http://customerinnovations.wordpress.com/?p=72I’ve gotten accustomed to taking my car to the Jiffy Lube near my house. Over the 30 years that I’ve been driving, I’ve had the full range of good and bad experiences with auto service shops. However, this Jiffy Lube has a distinctive and effective way of interacting with me regarding the cost of my service. At the end of each visit, they bring me over ... read more -
Designing Socially Influential Experiences
by Frank Capek
on Jan 19, 2008 - 10:31 PM read 435 times
Source: http://customerinnovations.wordpress.com/2008/01/19/desig...Years ago, P&G ran a promotional campaign in which customers could win prizes for writing the best essay about why they loved one of P&G’s products. In response to this promotion, tens of thousands of customers voluntarily submitted short essays for the chance of winning. This brilliantly influential campaign leveraged one of the same techniques used by the North Korean military to influence (a.k.a. brainwash) prisoners of ... read more -
Roadmap to the Customer Innovations Blogs
by Frank Capek
on Jan 09, 2008 - 03:28 PM read 403 times
Source: http://customerinnovations.wordpress.com/2008/01/09/roadm...I’ve received several requests to put together a “roadmap” to the Customer Innovations blog posts I’ve done. Here is an organized path through the material I’ve posted so far. I haven’t tried to be all inclusive but have just the most substantial posts. Grab a venti dark roast and enjoy! Customer Experience 101: Customer Experience and Why It’s Important? Characteristics of an Outstanding Customer Experience read more -
Creating the Conditions for Outstanding Experience in Your Life
by Frank Capek
on Dec 14, 2007 - 11:22 PM read 295 times
Source: http://customerinnovations.wordpress.com/2007/12/15/creat...My colleagues and I have been lucky enough to have the chance to help a wide range of companies improve their customers’ experiences. As we’ve done this work, we’ve always started with the customer. Who are the customers? What are their priorities and underlying needs? What are they trying to accomplish? What is the natural path they follow to accomplish those things? ... read more -
Novelty Seeking and the Design of Differentiated Experiences
by Frank Capek
on Dec 02, 2007 - 12:42 AM read 910 times
Source: http://customerinnovations.wordpress.com/2007/12/02/novel...Over millions of years of human development, our ability to predict has translated into our ability to survive. We live in an inherently unpredictable world. As a result, we have evolved a strong motivation to learn in a way that improves our predictions. Not only does this motivation lead to a clear survival advantage, but, in a social setting, learning how to better predict other people’s behavior leads to small ... read more -
Adaptive Customer Profiling: Integrating Quantitative and Qualitative Customer Analytics
by Frank Capek
on Nov 20, 2007 - 12:24 PM read 422 times
Source: http://customerinnovations.wordpress.com/2007/11/20/adapt...Most business leaders now recognize that organic growth is a direct result of their ability to deliver a differentiated, compelling, and increasingly personalized customer experience. Effectively delivering such an experience is dependent on the organization’s ability to understand what attracts customers’ attention and what drives customers’ behavior. As you know, recent advances have lowered the investment threshold for consolidating and analyzing the massive amount of data that most organizations’ have ... read more -
Cognitive Ergonomics: Customer Experience and Our Search for Meaning
by Frank Capek
on Nov 15, 2007 - 11:36 AM read 461 times
Source: http://customerinnovations.wordpress.com/2007/11/15/cogni...Customers don’t buy products, they buy desired states. One of the most significant mistakes any organization can make is to assume customers should care about their products or services. This doesn’t imply, however, that a company can’t play a very meaningful role in the lives of customers.The best companies enable people to have experiences that are highly meaningful in their lives. Customers tend to care a lot about those experiences; ... read more -
Personae-Driven Customer Experience Design
by Frank Capek
on Nov 06, 2007 - 09:24 PM read 411 times
Source: http://customerinnovations.wordpress.com/2007/11/06/perso...A persona is a fictitious person created for the purpose of helping designers and decision makers understand how people actually experience their interactions with a product, service, or organization. The use of personae was popularized by Alan Cooper in the book “The Inmates are Running the Asylum.” In this critique of the software development industry, Cooper recommends the ... read more -
Miswanting and the Pursuit of Unhappiness
by Frank Capek
on Nov 05, 2007 - 09:47 PM read 380 times
Source: http://customerinnovations.wordpress.com/2007/11/05/miswa...So, if you get that Porsche, will you be happy? How about the larger house on the other side of town? What about the Plasma TV, new outfit, pair of shoes, etc…? If you take a minute to reflect on all the things or situations you’ve really wanted… and eventually got. How many of these contributed to your overall level of happiness as much as you thought they would when ... read more -
Observation and Elicitation: We Like to Watch!
by Frank Capek
on Nov 04, 2007 - 09:57 AM read 442 times
Source: http://customerinnovations.wordpress.com/2007/11/04/obser...How do you get to the bottom of customers’ needs, desires, priorities, experiences… ? Traditional means involve doing things like: market research (interviews, focus groups, surveys, etc…), getting feedback from your sales or service people, listening to what customers ask for or complain about on-line, etc… In general, we’ve found that these approaches are sufficient for identifying opportunities for incremental improvements in service levels associated with your existing touchpoints with the ... read more -
Cognitive Ergonomics: How Customers React to Violations of Justice
by Frank Capek
on Nov 03, 2007 - 09:42 AM read 1792 times
Source: http://customerinnovations.wordpress.com/2007/11/03/cogni...A couple of months ago,the Harvard Business Review carried a great article “Companies and the Customers Who Hate Them” by Gail McGovern and Youngme Moon. In this article, the authors describe several situations where companies generate a significant portion of their profit by penalizing customers for bad behavior. Examples cited by the authors include: Video rental stores that generate a significant ... read more -
Cognitive Ergonomics: Designing Experiences that Fit the Customers Mental Model
by Frank Capek
on Nov 02, 2007 - 10:10 AM read 673 times
Source: http://customerinnovations.wordpress.com/2007/11/02/cogni...In a previous post (Cognitive Ergonomics: What is a Customer Experience Anyway?), I discussed the fact that a customer experience exists only in the mind of the customer. We define a customer experience to be… how the customer reacts both rationally and emotionally… across their end-to-end process… of accomplishing one or more things that are important to them. For years, we’ve been helping organizations enable their customers to have better ... read more -
Cognitive Ergonomics: What is an Experience Anyway?
by Frank Capek
on Oct 30, 2007 - 03:11 PM read 477 times
Source: http://customerinnovations.wordpress.com/2007/10/30/cogni...There’s a lot of talk about “customer” experience today. In previous posts, I’ve mentioned our working definition of the customers’ experience: how the customer reacts both rationally and emotionally… across their end-to-end process… of achieving one or more goals that are important to them. If you think about it from this customer-centric perspective, what actually makes it a “customer” experience? It’s really just an experience a person has that, while ... read more -
Automatic Behavioral Scripts: Dont Overestimate Your Customers Interest in Having an Experience with You
by Frank Capek
on Oct 25, 2007 - 03:01 PM read 988 times
Source: http://customerinnovations.wordpress.com/2007/10/25/dont-...Too many companies want their customers to “have an experience” with them. Unfortunately, customers don’t have time for this; they’ve got way too many things to do. Alfred North Whitehead once said that “Civilization advances by extending the number of important operations which we can perform without thinking about them.” If you consider how busy your life has become, it’s easy to see that a fundamental requirement for maintaining sanity ... read more


