Use Behavioral Science to

Unlock Your Success

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Behavioral science involves systematic

analysis and investigation of human

behavior through controlled observation,

naturalistic observation, and

scientific experimentation.

Behavioral and cognitive scientists have studied how people experience social interactions, form

judgments, and store memories.

Translating our FindingsThis research tells about how customers

experience the passage of time.

• When time seems to drag

• When it speeds by

• When in a sequence of events an uncomfortable experience will be least noticeable

Translating our Findings

This research helps us understand how customers interpret the event after it is over and how to optimize those

important moments.

This helps managers understand:

- how people react to the sequence and duration of events

- how people rationalize experiences after they occur

Perception is RealityWhat really matters is how the customer

interprets the encounter.

Consumers recall a few significant moments vividly and gloss over the others.

This is based on three factors:

1.The trend in sequence of pain or pleasure

1. The high and low points

1. The ending

Sequence Effects

Sequence Effects

• Consumers prefer a sequence of experiences that improve over time.

• Consumers pay attention to the rate of improvement in a sequence and prefer those that improve faster.

Duration Effects

Research indicated that’s unless an activity is much longer or much shorter than expected, people pay little

attention to its duration.

This is based on two reasons:

1.The pleasurable content of the experience and how it is arranged rather than how long it takes.

1. Service encounters are rarely identical in length.

Duration Effects

• People who are mentally engaged in a task don’t notice how long it takes.

• When prompted to pay attention to to the passage of time, people overestimate the time elapsed.

• Increasing the number of segments in an encounter lengthens the perceived duration.

Rationalization EffectsPeople desperately want things to make sense.

People want one clear reason for why things happen:

1.View the likely cause as a discrete thing, not a continuous, intertwined process

2.Conclude that deviations from rituals and norms caused the unexpected outcome

3. Ascribe credit or blame to individuals, not systems

Rationalization Effects

• People are far less apt to "search for the guilty" if they think they've had some control over the process that occurred.

• The more empowered and engaged they feel, the less angry they are when something goes wrong.

• People want explanations.

Finish Strong

Principle One

Finish Strong• The end is more important because it's what remains

in the customer's recollections.

• People's innate preference for improvement is a factor.

• The lack of a visible upswing in results at the end leave a impression of mediocrity.

• Last impressions -not first impressions- endure.

Get Bad Experiences

Out of the Way

Principle Two

Get Bad Experiences Out of the Way

• People prefer to have undesirable events come first.

• Often the discomfort that’s part of a service encounter occurs early naturally.

• Get bad news, pain, discomfort, long waits in line, and other unpleasant things out of the way as soon as possible so it doesn’t dominate the customer's recollection of the entire experience.

Segment the Pleasure,

Combine the Pain

Principle Three

Segment the Pleasure, Combine the Pain

Experiences seem longer when they are broken into segments.

• Break pleasant experiences into multiple stages

• Combine unpleasant ones into a single stage

Build Commitment

Through Choice

Principle Four

Build Commitment Through Choice

• People are happier and more comfortable when they believe they have some control over a process.

• Customers actually want choice more than they want an instantaneous response.

Give People Rituals and

Stick to Them

Principle Five

Give People Rituals and Stick to Them

Rituals are used to:

• Mark key moments in the relationship • Establish professional credentials• Create a feeling of inclusion • Flatter customers• Set expectations• Get feedback

People are very ritualistic, they find comfort, order, and meaning in familiar

activities.

Outcome Error

• Outcome-based remedies should be applied to outcome-based problems

Process Error

• Process-based remedies should be applied to process-based problems

The Right Remedy

Ultimately, the only thing that really matters in a service

encounter is the customers perception of what occurred.

Behavioral Science Applied with equal doses of

Empathy Imaginationand

can improve service delivery.