During this week we enjoyed reading and learning from the famous Cialdini’s book “Influence”. Let’s recall it’s 6 main persuasion principles:
- Reciprocation – people feel obligated to the future repayment of favors, gifts, invitations, and the like;
- Commitment and consistency – people are more willing to be moved in a particular direction if they see it as consistent with an existing or recent commitment;
- Social proof – people are willing to take a recommended action if they see evidence that many others, especially similar others, are taking it;
- Liking – people prefer to say “yes” to those that they like.
- Authority – people are more willing to follow the directions or recommendations of a communicator to whom they attribute relevant authority or expertise;
- Scarcity – people find objects and opportunities more attractive to the degree that are scarce, rare, or dwindling in availability.
The book if full of examples on each of the rules, and moreover, I’m sure that all of us can easily recall more examples on each of principle of persuasion from our private and professional life experience. But this particular book, at least for me, gave something more than just rules mentioned above: it gave me the feeling of smarter and more sophisticated the newest myself. Of course, no seller or counterparty will ever foolish me with their offers or will make me buy more of their stuff! The newest myself watches all TV ads through the lenses of Cialdini’s rules and can obviously see what is behind all these beautiful pictures. And of course I understand how misleading this feeling, but nevertheless it is enjoyabe :).
Do these 6 rules cover all the principles of persuasion? I think they don’t. They cover majority of persuasion cases, but definitely not all of them. At least one is missed. And the name of this principle is Laziness. Let me show you how it works.
This is a webpage of Amazon and it’s options on buying a book:
You may pay for a Kindle version, for it’s paper version, or listen to it free of charge if you sign up for their Audible service. The registration is very simple: just write your name, email address and credit card details. I’m sure you know what will happen then: you listen to the desired book and forget or postpone to cancel your subscription even if you decided that you don’t like that experience. One month later your card is being charged by Amazon for a new month of subscriprion. And then may be one more and one more, depending on what sum of money you were charged and how noisy are these charges for you. As result, instead of buying the book for $16.29 you may pay much more for it. In my personal experience one Italian webhoster charged me 3 times (!) for annual subscription for the web domain, which I don’t use anymore. And honestly, I don’t remember have I canceled my suscription yet or not.
Several years ago I worked for one financial company, there Cialdini’s book “Influence” was the desk-book for every person in the sales department. It was carefully read by almost every salesmen, it’s ideas were used in practice, and then, on a weekly basis salesman met up and discussed the most powerful book’s features. Sales skyrocketed as well as sales-credits. This continued more than two years before major world stock exchange indexes unexpectedly felt down. What happened next? Some clients lost a lot of money, more than they expected, and were deeply unsatisfied because investment portfolios they had were much riskier than they should be. Then some salesmen lost more than a half of clients with whom they worked a very long time. This is an example of how much unhappiness may bring the wrong interpretation and usage of influencing strategies.
Frankly speaking, dishonest influencing is still very popular among grocery stores, car manufacturers, insurance companies etc. They want us to buy more their products even if latter are fully or partially unsuitable for us. On the other hand, there are a lot of examples when governments and companies make us behave better, save more money, eat healthier, drink less alcohol etc. Influencing strategies are the weapon in our hands. And it depends a lot on us how honestly or dishonestly we use it. I expect from Module 3 to go through the main principles of persuasion and to get some ideas and examples of their responsible usage, that makes happy both the seller and the customer in the long term.
The first topic about customer expectations and satisfaction seemed very intuitive for me. Before watching talk of Tore Pedersen (https://youtu.be/q6iEtWMabMQ) on Expectations and the disconfirmation model I was sure that:
High customer expectations: if met = client satisfied; if not = client unsatisfied. Imagine you decided to go to an expensive restaurant in the city you have never been before. A high price increases your expectations from experience you are going to have. But what if the main course quality was mediocre? Would you feel satisfied because of your high expectations? Would you feel that you got the right value for money? Will you come again to this restaurant? My answer is no. On the other hand, if I, for example, don’t have any high expectations on cuisine in the “next corner” restaurant but surprisingly receive above average service, it will definitely make me satisfied and loyal customer. Same true in case of buying a new car or a smartphone.
Tore Pedersen said that relationship “expectations – (dis)satisfaction” works differently: high expectations = higher satisfaction even if expectations weren’t met. Unfortunately, he did not provide any examples of this statement. I don’t mean that Tore was wrong. But it seems that I definitely need some kind assistance or examples of this kind of relationships between expectations and satisfaction. Any thoughts or suggestions on that?
I’ve just repaired my suddenly broken Mac and now catching up.
I think this course started if not with the most important, then, at least, with one of the most important topics – the psychological aspects of customer experience. Our attitude towards the world around us is largely shaped by how we feel it and how we feel ourselves within it. Unlike, for example, robots or so-called “econs” in behavioral finances – theoretically existing people, making an exceptionally rational choices on the basis of an objective analysis done beforehand.
Therefore, the way we often value products or services depends not only on their objective qualitatives, but also on how we felt during the service being provided and after it.
From this module I expect to get some insights on how to measure customer experience and level of satisfaction at different stages of the service delivery. What are the main points of customer – service/product provider iteractions we have to take into account and work on heavily to manage clients expectations propertly and make them satisfied?
Hello team! My name is Vadim, I live in Moscow, Russia. I’m 34 y.o. and almost all my career I’ve been working in product development area at financial market companies such as banks, asset management companies, investment banks. Currently, I’m in charge of private banking business at one of the Russian banks.
After dozens of meetings with clients and sales-speeches, I’ve come to conclusion, that on average we (humans) are bad at distinguishing a bad product or service from a good one. And we often confuse a good product with a good customer experience. And vice versa.
Keeping in mind the fact, that at financial market and some other markets, companies offer approximately identical services, customer experience becomes one of the most important points of competition.
I signed up for this course because I want to understand customer experience deeper and to improve it in our business. Hope this will make our clients wealthier, happier, and more satisfied with a service we provide.
I’m glad to get acquainted with all you guys and sure we’ll enjoy our journey to customer experience basics. 🙂