Want to perfect your company's service? Use behavioral science.

摘要: It may seem like the topic of service management has been exhausted. Legions scholars and practitioners have applied queuing theory to bank lines, measured response times millisecond, created cults around "delighting customer." But haven't carefully considered underlying psychology encounters--the feelings that customers experience during these encounters, often so subtle they probably couldn't be put into words. Fortunately, behavioral science offers new insights better management. In this article, authors translate findings from behavioral-science research five operating principles. First, finish strong: ending is far more important than beginning an encounter because it's what remains in customer's memory. Second, get bad experiences out way early: a series events, people prefer undesirable events come first desirable last. Third, segment pleasure, combine pain: since longer when are broken segments, best all boring or unpleasant steps process one. Fourth, build commitment through choice: happier believe some control over process, particularly uncomfortable And fifth, give rituals stick them: most service--encounter designers don't realize just how ritualistic are. Ultimately, only one thing really matters encounter--the perception occurred. This article will help you engineer your encounters enhance customers' as well their recollections after it completed.