Changing Consumer & Colleague Behaviour: Developing a Unified Approach Across the Customer Journey

INCONSISTENT ASSUMPTIONS

A recent global survey of CEOs (1) highlights the unprecedented era of change that is reframing the relationships between customers and companies across the globe.  Meeting the needs of increasingly demanding consumers, fuelled by digital disruption is now bringing the focus closer to a better understanding of human behaviour and customer decision making.  Recognition too perhaps that technology is an agent for behaviour change and not an end in itself- making an organisations grasp of the understanding the influences around behaviour a core issue for its success.

Personally speaking, it doesn’t take much degree of self analysis to realise that human behaviour is not as simple or as rational as we would like to believe.  But it is interesting that this obvious personal truth is not so clear in a business context.  All too often, plans (alongwith most economic forecasts) are still developed with underlying assumptions of ‘rational buyer’ behaviour laddering up to confident expectations of straight line growth.  This is despite recognising that technology has transformed traditional thinking around linear customer journeys to purchase and acknowledgement that the consumer is now ‘in control’.

The ‘rational man’ model was dismissed some time ago by academics as a poor explanation of actually how we make decisions.  The evidence base from across the various fields of psychology and related disciplines, now championed by the behavioural sciences, offers a very different reality.  We don’t have the mental space or time to weigh up the pros and cons of all the options we have for the multitude of decisions we face in our daily lives.  We take mental shortcuts that bias our decisions, often occuring at the sub-conscious level which results in our actual behaviour straying some distance away from what might be forecast by standard economic theory.

The networked society we are now in operates according to the rules of human rather than pure economic behaviour.  Whilst we recognise that a fundamental shift in the drivers of consumer behaviour has occurred, typically that emotional affinity is a fey factor in our our decision-making along with the influence of our peer networks who have superceded conventional organisations as the key source of trust and authority, we don’t delve deeper to explain why this is the case.By ignoring the evidence offered from psychology we are failing to grasp the fundamentals around human behaviour which are vital in the dual challenge of improving customer experience and aligning the actual behaviours of employees around it. In the time poor world and short termism of our own business decision making we are neglecting to apply some first principles of human behaviour.

RE-FOCUSING ON BEHAVIOUR

In my experience, the need to think more deeply about behaviour and how to influence it is obvious when seeking to address some of the harder challenges facing society.  For example, in the complex challenge to address obesity, a group of experts from across the disciplines developed the Obesity Systems Map, which using systems theory, mapped all the factors that contributed to the isssue (2).  Over 100 casual factors were identified operating at the personal, social and environmental levels and this explanation was used to develop interventions across sectors including the development of the government’s own Change4Life programme.  The map suggests that pressure across the whole system needs to be consistently applied by all sectors of society over time, suggesting that the current health focus on sugar intake will have limited impact unless it is part of a wider and prolonged integrated programme across the whole system.

The emergence of the behavioural sciences is not restricted to government and policy makers with its adoption growing in the private sector too – across industry sectors and across functions.  For example, Barclays have established a wealth management business based on behavioural finance (see https://www.investmentphilosophy.com/behavioural-finance/) and the technology companies such as Amazon are employing behavioural expertise.  Examples of marketing more formally embracing the thinking are increasing but examples remain too few and often too superficial.

Nonetheless, the diversity of adoption across the structures and disciplines of business points to the emergence of a lasting new tradition.  But there is a more immediate priority to systematically connect applications across the siloes and provide a unifying route to meet the challenge of shifting customer behaviours that, according to the PWC survey, is currently preoccupying global CEO’s.

 

CREATING A NEW PICTURE AROUNG SHIFTING CUSTOMER & COLLEAGUE JOURNEYS

This offers a real competitive opportunity for organisations who apply an understanding of behavioural change to the customer journey – aligning both the customer experience and the organisation around human behaviour.  The outcome being an organisation that is tuned into the patterns of behaviour of both its’ customers and itself, and able to synchronise experiences through a shared picture of how behaviour works within fluid makets.

It is not new news that the customer journey is no longer linear but how well are we adaptinging to this reality?  Potential customers move at different stages and speeds through an iterative process of decision making, where associations are formed well ahead of entering a market and with active consideration supported by technology shaping new buying behaviour right up until the moment of purchase (E.g. the use of our smart phones before going in-store to check best local deals available).  The subsequent customer experiences are often shared across personal networks to create positive or negative endorsements in what McKinsey have termed ‘the loyalty loop’ (4).

But we are only partially sighted to the new dynamics at play and without a full picture of what is happening and why.  In particular, we are missing the hidden patterns of conscious and un-conscious influence as people build intention, interaction and experience across the stages of decision making in the marketplace.  There are numerous  models that explain various types of behaviour.  In general terms behaviour can be explained by factors working at four levels – namely personal, social and local/macro levels.  Harnessing these insights across the stages of the customer journey (see Diagram 1 below) will ensure that customer experience ‘goes with the flow’ of human behaviour.

 

CustomerJourney

 

And the picture is not complete until matched with an equivalent view of your own organisation’s behaviour and capability to deliver success at every touchpoint on this new customer journey.

The effects we are looking to capture are multivariate and there is a significant role for behavioural analytics and ‘big data’ techniques here, but equally for a structured hypothesis and guiding framework on what is happening and what can be done to bring customers and organisations closer to create consistent value.

CAPTURING THE FOUR LEVELS OF INFLUENCE ACROSS THE CUSTOMER JOURNEY

There are essentially, four levels of influence on our decision making and formalising how behaviour works at each of these four levels will provide a new picture of behaviour for both consumers and colleagues, and reveal the hidden influences at play. Very briefly, these levels are:

  • Personal factors

These impact the individual and affect the choices and behaviours we undertake.  Whilst these embrace values, attitudes and beliefs they focus on the factors that over-ride our rational selves.  There are many biases that are well established such as ‘prospect theory’ established by Kahneman and Tversky (5), which demonstrates that ‘losses loom larger than gains’ whereby the fear of losing is at least twice as powerful as the pleasure of gaining with the result that people are more willing to take a risk to avoid making a loss rather than a gain.

  • Social factors

These factors exist beyond the individual and act in a social context to influence behaviour.  ‘Network theory’ recognises that people are heavily influenced directly by what other people do and indirectly by our perceptions of what others would or should do.  Hence the power of peer to peer networks in spreading ideas and influence and the explosion of social media.

  • Local and wider macro factors

These also have a huge effect on why people do what they do.  They can constrain and shape behaviour including the macro factors of market conditions and available technology, as well as the physical conditions in which people live and work.  It also includes the more immediate situational context and moment of the decision.  One of the key behavioural factor here is defaults, where we go with the flow of the preset options which then guide our unconscious habits and routines.  Overcoming inertia is a key challenge for many markets with the financial and energy sectors obvious examples of where inertia presents the biggest barrier to change.

Typically in our planning we overestimate the conscious individual factors and under-estimate the social and local impacts and thereby make decisions based upon incomplete explanations of behaviour. But leveraging these factors for customers and colleagues in the right combination and sequence  will be key to their re-alignment.

APPLYING THIS SYSTEMATICALLY TO CUSTOMERS AND COLLEAGUES

Recognising the key behaviours and factors at play across the customer journey is the start point to redefining the customer experience, which is very likely to then  require process and behaviour change within the organisation to deliver the new service improvements. To enact that internal behaviour change, in a similar way to how you viewed the customer influences, you then have to consider what influences employee behaviour at a personal, peer, organisational level, to ensure a sustainable change through a common approach (see Diagram 2 below).

UniversalApproach

So developing a unified view of customer and colleague behaviours across the customer journey offers a route to informing the internal change in behaviour required  to ensure sustainable change and a better customer experience.  A four-step approach makes this a practical reality which can be readily validated through a testing programme.  Without the dual focus on customers and colleagues as  a constant, the risk is that the intent for greater customer focus remains just that.  But get the dual focus right, and the benefits can be profound.

Mark Cross

References:

  1. PwC Annual Global CEO Survey ‘A Marketplace without Boundaries? Responding to Disruption’ (pwc.com/ceosurvey).
  2. Vandenbroeck, J. Gossens and M.Clemens (2007) ‘Tackling Obesities: Future Choices-Building the Obesity Systems Map’ www.gov.uk/government/uploads/system/uploads/attachment_data/file/295154/07-1179-obesity-building-system-map.pdf
  3. The Consumer Decision Journey’ McKinsey & Co (June 2009) http://www.mckinsey.com/insights/marketing_sales/the_consumer_decision_journey
  4. Advances in Prospect Theory: Cumulative Representation of Uncertainty” (Tversky & Kahneman (1992) Journal of Risk and Uncertainty 5

This article is extracted from the article published in the OE journal in January 2016.

For the full journal see   http://www.oecam.com/the-oe/getting-even-closer-to-the-customer/.

OeCam is a boutique firm of consultants who help maximise the effectiveness of individuals,teams and organisations.

Written by

Mark is a Director of Chartroom.

117 thoughts on “Changing Consumer & Colleague Behaviour: Developing a Unified Approach Across the Customer Journey

  1. Hi there! This post could not be written any better! Reading through
    this post reminds me of my previous room mate!
    He constantly kept talking about this. I ‘ll forward this post to him.

    Quite certain he will have a good read. Thank you for sharing!

  2. Hi admin !! I read your articles everyday and i must
    say you have high quality posts here. Your blog deserves to go
    viral. You need initial traffic only. How to go viral fast?

    Search for; forbesden’s tools

  3. Pingback: writeessay

  4. Superb blog! Do you have any tips for aspiring writers?
    I’m hoping to start my own blog soon but I’m a
    little lost on everything. Would you recommend starting with a free
    platform like WordPress or go for a paid option?
    There are so many choices out there that I’m totally
    overwhelmed .. Any ideas? Cheers!

  5. You really make it seem really easy together with your presentation however I to find
    this topic to be really something which I think I’d never understand.
    It seems too complex and extremely extensive for me.
    I am having a look ahead for your next submit, I will try to get the hold of it!

  6. Oh my goodness! Incredible article dude! Many thanks, However I am having difficulties with your
    RSS. I don’t understand why I cannot join it. Is there anybody else having the same RSS issues?
    Anyone who knows the solution can you kindly respond? Thanks!!

  7. Great post. I was checking constantly this blog and I’m impressed!
    Very helpful information particularly the last part :) I care for such info a lot.
    I was looking for this certain information for a long time.
    Thank you and best of luck.

  8. Please let me know if you’re looking for a author for your weblog.
    You have some really great articles and I believe I would be a good asset.
    If you ever want to take some of the load off, I’d absolutely love to
    write some material for your blog in exchange for a link back
    to mine. Please shoot me an e-mail if interested. Many thanks!

  9. Do you mind if I quote a couple of your posts as long as I provide credit and sources back to your weblog?

    My website is in the very same niche as yours and my visitors would certainly benefit from a lot of the information you present here.
    Please let me know if this okay with you. Thank you!

  10. Though it is true I enjoy your writing style, I don’t agree with your main point of view about this one. I do delight in your website nevertheless. fcgfekekkedb

  11. An impressive share, I just given this onto a colleague who was doing a bit evaluation on this. And he in truth bought me breakfast as a result of I found it for him.. smile. So let me reword that: Thnx for the deal with! However yeah Thnkx for spending the time to discuss this, I really feel strongly about it and love reading extra on this topic. If potential, as you turn out to be expertise, would you mind updating your blog with more particulars? It’s extremely helpful for me. Massive thumb up for this blog put up!

  12. I was just looking for this info for some time.
    After six hours of continuous Googleing, at last I
    got it in your site. I wonder what is the lack of Google strategy that do not rank this type of informative websites in top of the list.
    Usually the top sites are full of garbage.

    Feel free to surf to my page :: read (ch.similarsites.com)

  13. Howdy! I just would like to give an enormous thumbs up for the good data you could have right here on this post. I can be coming again to your blog for extra soon.

  14. I just want to mention I’m all new to blogs and certainly savored you’re web site. More than likely I’m want to bookmark your site . You surely have good writings. Appreciate it for sharing your web page.

  15. After examine a couple of of the weblog posts on your website now, and I actually like your way of blogging. I bookmarked it to my bookmark web site record and might be checking back soon. Pls take a look at my website online as nicely and let me know what you think.

  16. Hey very nice website!! Guy .. Excellent .. Superb
    .. I’ll bookmark your website and take the feeds also? I am satisfied to find so
    many useful information right here within the put up,
    we need work out more strategies in this regard, thanks for
    sharing. . . . . .

    Have a look at my blog – book (medium.com)

  17. I like what you guys are up too. Such clever work and reporting!

    Carry on the excellent works guys I’ve incorporated you guys to my blogroll.
    I think it’ll improve the value of my website :).

    My webpage :: read – Ryder,

  18. I just want to mention I’m all new to blogs and certainly savored you’re web site. More than likely I’m want to bookmark your site . You surely have good writings. Appreciate it for sharing your web page.

  19. I just want to mention I’m all new to blogs and certainly savored you’re web site. More than likely I’m want to bookmark your site . You surely have good writings. Appreciate it for sharing your web page.

  20. How long does a copyright last on newspaper articles?. . If a service copies newspapers articles and then posts it in a database on the Internet, is there also a copyright on the Internet content?.

  21. I just want to mention I’m all new to blogs and certainly savored you’re web site. More than likely I’m want to bookmark your site . You surely have good writings. Appreciate it for sharing your web page.

  22. I just want to mention I’m all new to blogs and certainly savored you’re web site. More than likely I’m want to bookmark your site . You surely have good writings. Appreciate it for sharing your web page.

  23. I just want to say I am very new to blogs and truly savored you’re web site. More than likely I’m likely to bookmark your website . You amazingly come with superb articles and reviews. Regards for sharing your webpage.

  24. I just want to say I am very new to blogs and truly savored you’re web site. More than likely I’m likely to bookmark your website . You amazingly come with superb articles and reviews. Regards for sharing your webpage.

  25. I was just searching for this info for some time. After 6 hours of continuous Googleing,
    at last I got it in your web site. I wonder what’s the lack
    of Google strategy that don’t rank this kind of informative sites in top of the list.
    Normally the top sites are full of garbage.

    Also visit my homepage :: read (https://codepen.io)

  26. Hi there! Someone in my Myspace group shared this site with
    us so I came to look it over. I’m definitely loving
    the information. I’m book-marking and will be tweeting this to my followers!
    Wonderful blog and fantastic design.

    my website read (hubpages.com)

  27. I just want to tell you that I am beginner to weblog and actually liked you’re web-site. Probably I’m planning to bookmark your blog post . You really come with fantastic well written articles. Appreciate it for sharing your web site.

  28. Can I just say what a comfort to find a person that
    really knows what they’re talking about on the internet. You
    certainly realize how to bring a problem to light and make it important.
    A lot more people have to check this out and understand this side
    of your story. I was surprised you’re not more popular given that you surely possess the gift.

  29. Hi there very cool web site!! Man .. Excellent .. Superb ..
    I’ll bookmark your website and take the feeds also? I’m satisfied to find so
    many useful information right here in the submit,
    we’d like work out extra strategies in this regard, thank you for sharing.
    . . . . .

    Have a look at my web-site: book – https://hubpages.com/ -

  30. Howdy very nice website!! Guy .. Excellent ..
    Wonderful .. I will bookmark your site and take the feeds
    additionally? I’m glad to seek out numerous helpful information here within the publish,
    we’d like develop more strategies in this regard, thanks for sharing.

    . . . . .

    My web blog; book (Jung)

  31. Woah! I’m really loving the template/theme of this website.

    It’s simple, yet effective. A lot of times it’s very difficult to get
    that “perfect balance” between superb usability and visual
    appeal. I must say you’ve done a great job with this. Additionally, the blog loads extremely fast for me on Firefox.
    Outstanding Blog!

  32. I just want to say I am very new to blogs and truly savored you’re web site. More than likely I’m likely to bookmark your website . You amazingly come with superb articles and reviews. Regards for sharing your webpage.

  33. I wish to show my gratitude for your kindness for individuals that require guidance on this one subject matter. Your very own dedication to getting the message all around appears to be really good and has in every case empowered ladies much like me to realize their objectives. Your personal invaluable help and advice indicates much to me and somewhat more to my colleagues. Thanks a lot; from all of us.

  34. Hello There. I found your blog using msn. This is a very well written article.
    I’ll make sure to bookmark it and come back to read more of your useful info.
    Thanks for the post. I’ll certainly return.

    Also visit my web page book (Burton)

  35. I just want to mention I’m all new to blogs and certainly savored you’re web site. More than likely I’m want to bookmark your site . You surely have good writings. Appreciate it for sharing your web page.

  36. I just want to mention I’m all new to blogs and certainly savored you’re web site. More than likely I’m want to bookmark your site . You surely have good writings. Appreciate it for sharing your web page.

  37. I just want to say I am very new to blogs and truly savored you’re web site. More than likely I’m likely to bookmark your website . You amazingly come with superb articles and reviews. Regards for sharing your webpage.

  38. Hey there! Someone in my Myspace group shared this website with us so I came to take a look.
    I’m definitely enjoying the information. I’m book-marking and will be tweeting
    this to my followers! Fantastic blog and fantastic style and design.

    Here is my page … coupon (Kian)

  39. I like what you guys are up too. Such smart work and reporting!

    Keep up the excellent works guys I’ve incorporated you guys to my blogroll.

    I think it’ll improve the value of my website :
    ).

    my website … code; slides.com,

  40. Great article! This is the type of information that should be shared around the net.
    Shame on Google for now not positioning this submit upper!
    Come on over and talk over with my site . Thanks =)

    Also visit my blog – promo (codepen.io)

  41. I just want to say I am very new to blogs and truly savored you’re web site. More than likely I’m likely to bookmark your website . You amazingly come with superb articles and reviews. Regards for sharing your webpage.

  42. Hello There. I found your blog using msn. This is a very well written article.
    I will make sure to bookmark it and return to read
    more of your useful info. Thanks for the post.
    I will definitely return.

    Also visit my web-site; book [trello.com]

  43. I happen to be commenting to make you know what a outstanding discovery my cousin’s daughter gained going through your blog. She came to understand too many issues, with the inclusion of what it is like to possess a wonderful teaching heart to let many people smoothly fully understand chosen hard to do subject matter. You truly exceeded people’s expected results. Thank you for churning out these precious, trustworthy, informative as well as unique thoughts on your topic to Lizeth.

  44. Howdy! Someone in my Facebook group shared this site with us so I
    came to take a look. I’m definitely enjoying the information. I’m
    bookmarking and will be tweeting this to my followers!

    Outstanding blog and fantastic style and design.

    Feel free to surf to my webpage: book (Kattie)

  45. Keep up the great work, I read few posts on this site and
    I believe that your site is rattling interesting and has got bands of fantastic information.

    Feel free to visit my weblog … book (Audry)

  46. I like what you guys are up too. Such clever work and
    reporting! Keep up the excellent works guys I have incorporated you
    guys to my blogroll. I think it’ll improve the value of my site :
    ).

    Also visit my blog book (Shanon)

  47. We generate and apply behavioural insights to inform policy, improve public services, and deliver positive results for people and communities. The original Nudge Unit.

  48. Good day very cool site!! Man .. Excellent ..
    Superb .. I’ll bookmark your website and take the feeds also?
    I am happy to search out so many useful information here in the submit, we’d like develop more strategies on this regard, thanks for sharing.
    . . . . .

    Feel free to visit my webpage promo; Joshua,

  49. I’m just commenting to make you know of the helpful experience my wife’s daughter gained viewing your web page. She picked up several things, most notably how it is like to possess an ideal giving heart to make many people completely know precisely several advanced matters. You truly surpassed her desires. I appreciate you for providing such essential, trustworthy, informative as well as fun guidance on the topic to Kate.

  50. If you want to persuade your people to do things differently, don’t just throw your toys out of the pram – get a helping hand from behavioural science

  51. ⭐️⭐️⭐️⭐️⭐️ Nonetheless, I hope that it reviews about it The Economic Approach To Human Behavior Becker will possibly be useful. And hope I am a …

  52. Behavior Change — A Summary of … AIDS Risk Reduction Model Stages of Change Theory of Reasoned Action … Behavior Change — A Summary of Four Major Theories!

  53. Pingback: Google

  54. My spouse and i have been absolutely relieved that Ervin managed to deal with his researching through the precious recommendations he discovered from your very own web page. It is now and again perplexing to just be giving out solutions some other people have been making money from. We remember we’ve got the website owner to thank because of that. The type of illustrations you have made, the simple web site menu, the relationships you can assist to foster – it’s mostly extraordinary, and it’s really leading our son in addition to us recognize that the issue is pleasurable, and that is truly important. Many thanks for everything!

  55. I as well as my guys appeared to be checking the nice tips and hints on your web site and then all of a sudden came up with a horrible suspicion I had not thanked you for those strategies. All of the people happened to be certainly stimulated to see all of them and have in effect certainly been taking advantage of these things. Many thanks for indeed being well kind and also for picking out this sort of quality ideas most people are really desperate to learn about. Our sincere regret for not saying thanks to you sooner.

  56. I just want to say I am very new to blogs and truly savored you’re web site. More than likely I’m likely to bookmark your website . You amazingly come with superb articles and reviews. Regards for sharing your webpage.

  57. I happen to be commenting to make you understand of the fine discovery our daughter developed going through your webblog. She came to understand a lot of pieces, which include what it is like to have an amazing coaching character to let men and women just thoroughly grasp a variety of multifaceted issues. You undoubtedly surpassed readers’ expected results. Many thanks for providing such valuable, healthy, informative and as well as cool tips on that topic to Emily.

Leave a Reply to keyford Cancel reply

Your email address will not be published. Required fields are marked *

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong>