5 Customer Experience hacks approved by Neuromarketing
As a business owner, a massive chunk of what you wish your brand to accomplish relies on neurosciences, on psychology even on anthropology! The success of your brand depends directly on how you inspire people to perceive your brand. So then, what is it that dictates perception? In a nutshell, our brains. Different parts of our brains have different functions (intelligence, memory, emotions, etc) and appealing more strongly to any of these can help brands win more customers, retain existing ones and become CX champs!
I can’t speak for anyone else, but one of the most fascinating fields of study, for me, is Neuromarketing.
This is a rather new branch of study which draws a connection between the human brain and a brand’s marketing. The perception that your brand creates, the emotion it evokes in the customer is all dependent on how their brain dictates all that to occur. While there is, of course, a lot of technicalities that go into the research, the implementation of the findings of the research and such, we will focus primarily on how to extrapolate learnings from the field to customer experience.
In terms of Net Promoter Score alone, no individual is inherently a promoter, a detractor nor passive. Something about the experience you offered them has prompted them to assume that particular role on the NPS® scale. If you can identify what that one aspect is where you lag, you can be guaranteed to win them back as a loyalist!
Since Customer Experience is NOT something you can be complacent about, we’ve put together a few hacks that could guarantee you success given that they are rooted in the field of neurosciences!
1. Power of the subconscious mind
More than 90% of all purchasing decisions are made subconsciously.
I can’t help but marvel at the power of the subconscious mind each time I read something as startling! What this means otherwise is that out of every 10 purchasing decisions that the average consumer takes, more than 9 are driven subconsciously! If you can identify the unexpressed need that the customer holds within himself before investing in your product or services, you would be making the job that much more easy for him because he subconsciously recognizes the benefits that you bring to him!
2. Ever second counts, even in CX!
Most purchasing decisions happen in less than 2.5 seconds.
And it’s all happening in the background. A customer may spend hours walking up and down the aisles of a clothing store, but the decision to buy something happens in less than the amount of time it takes to swipe your credit card to pay for that purchase! Make sure you compromise on nothing because your customers subconscious is at work even before your staff can find out what he/she is looking for! Right from display of products to having the friendliest staff around, you have to be on top of things to encourage that customer of yours to perceive his experience with you as a deeply rewarding one.
3. Make the most of impulse shopping
The more time you spend in a store, the more you buy.
Here is a stat that might put things in perspective for you as a business owner: The amount of money an average consumer spends after 30–40 minutes at a store is $72.00, but if he/she spends 3 hours or more at the store, the average amount he/she spends is $200. Design your customers’ experience at your store/online portal such that they are engaged. Appeal to their needs, intelligences and senses strong enough that they feel drawn to staying put! This calls for a little bit of research on your part, but it is a great hack to exploit!
4. Increase contact with employees
“The higher the interception rate, the higher the chance of purchase.”
This is true to brands across all industries. Restaurants, retail brands, auto dealerships, what have you! According to a research on shopping habits undertaken by Paco Underhill (author of ‘Science of shopping”), the chances of purchase are directly proportional to the rate of interception or the contact that customers have with your employees.
Don’t mistake this to mean that the more sales people you have, the higher the sales you’ll make. This can be as irksome as having nobody to assist the shopper. This is more to do with the quality of interaction they have with your staff than the number of times they get asked if they need any help. Make sure none of your customers go unattended during their experience with your brand as this will increase the chances of them doing business with your brand.
5. Indulge in sensory gratification
Most brand communications relay on visual and aural faculties. However, studies prove that olfactory marketing is where much of the treasure lies! Neuromarketing studies show that 75% of emotions are triggered by smell. Smell is linked to pleasure and well being, emotion and memory. Another study carried out at the Rockefeller University shows that in the short term we remember just 1% of what we touch, 2% of what we hear, 5% of what we see, 15% of what we taste and 35% of what we smell.
Remember Elle Woods (Reese Witherspoon) from Legally Blonde? Not only was the resume pink — making it stand out from the norm — it was also scented — because “it gives it a little something extra!”
If you’ve ever cared enough to know why most spas smell a certain way, or why most supermarkets place their bakery section right at the entrance, you’ll know that they are attracting your olfactory senses! There are a plenty of brands out there that design custom-made fragrances for businesses keeping in mind their target audience, their product/service and the effect they wish to have on their customers. It might sound fancy, but they know exactly what they are doing and so should you. Olfactory motivation is something you, your employees, your customers and your brand can really benefit from.
While hacks can surely help you with quick-fixes, they only take you that far in recreating your brand image and designing the ultimate experience for your customers. In contrast, complete CEM platform, like CloudCherry, can take you all the way in becoming the Customer Experience Champion. Whether you are a restaurant, a salon, an airline, an auto retailer or even telecom giant- we have just the solution for you to delight your customers.
This post was originally posted on www.getcloudcherry.com