Your customers are never going to tell you they want to spend more time with your website, see more of your advertising, or take more steps to get what they want to get done - done.
The customer will tell you they want to get in and out as quickly as possible - but is this what they really want. Many of the world’s most powerful brands are not particularly customer friendly, nor do they focus a great deal on making things easy for the customer. Apple, JB Hi Fi, Ikea, even Facebook require their customers to jump through hoops. However, customers are funny things and consumer psychology unearths many paradoxical findings that can be used by business to drive brand growth. Perhaps the most interesting of which is “The Effort paradox”, the more effort we put into something the more we value it. Perhaps CX should be focusing on increasing not decreasing friction? The author of “Stop Listening to the Customer, Try Hearing Your Brand Instead”, Adam Ferrier will explore this and other aspects of consumer psychology with real-life examples, that build motivation and brand value in this thought-provoking session. Learn how to explore our decision making processes and how customers really derive value from the brands and businesses they interact with.