Tag: Customer Neuroscience

Cosa le Neuroscienze ci insegnano sulla Customer Experience

su da Gian Carlo Mocciin Customer Neuroscience, Digital, Design, UX, Social, Media, Mobile

shoppers brain retail neuroscience

AICEX: Forse il Digitale ci sta facendo “regredire” rendendoci meno “Sociali” sia come persone che come clienti.

The following Q&A excerpt with David Kepron — Vice President of Global Design Strategies for Marriott International and author of Retail (r)Evolution — was originally published in Credibly Business Journal: Understanding the Needs of the New Consumer, the first in a three-part series on retail trends and innovation. For more of our conversation with David, download the journal right here.

CREDIBLY: What are our brains doing when we’re shopping?

DAVID KEPRON: Our brains are ultimately geared towards the recognition of patterns and the interruptions 
in those patterns. Some of these patterns have shaped our brains in ways that are consistent across all cultures and all races, and we all
 share some of them. For example, when we see a snake, or the grass moving as we walk along the path, we’re likely to jump out of the way. That’s cross-cultural. Those instinctual reactions to experience are born into us because of our evolutionary development over millions of years.

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Ci sentiamo al telefono? No ti scrivo!

su da Gian Carlo Mocciin Customer Neuroscience, Social, Media, Mobile
'Generation smartphone' aren't interested in making a phone call
‘Generation smartphone’ aren’t interested in making a phone call CREDIT: AP

AICEX: Un post per tutti quelli che dicevano che le email sarebbero morte 🙂 

The mobile telephone call could soon be extinct, research shows amid a surge in Britons of all ages instead using email, video and social media.

Almost one in three respondents in a major survey claimed they had not made any standard voice calls on their handsets in the last week.

In 2012, four percent of Britons said they had not used their mobile phones to make a call. By last year, (2015 ndr) a quarter said they were not making calls, while this year the figure was 31 percent.

Smartphone addiction is on the rise, however, with email, video calls and social network usage surging.
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Le vendite non sono mai emozionali?

su da Gian Carlo Mocciin Customer Experience, Customer Neuroscience

cropped-aicex_quadrato_bianco1.png

AICEX SUMMARY: Ever wonder why your friend stayed with her/his spouse? You’ll never understand. But it’s not irrational to him or her; it meets a need of some sort.

Imagine if instead of believing that unexpected decisions are emotional, we assume they have a very specific reason, even if we don’t understand or agree. Then what? Is it just easier to believe the other person to be irrational?Historically, when we don’t understand the roots of something we assume there is an emotional component, with the underlying belief being that there is something ‘not quite right’ with the person experiencing what is outside our comfort zone.

BUYER’S PURCHASES MUST COMPLY WITH THEIR SYSTEM

Because buyers take actions that sellers regularly believe to be ‘irrational’, we say that they are either ‘stupid’ or making an ’emotional’ decision. Neuroscientists calls these decisions irrational or emotional as well. But we – sellers and neuroscientists – are rather biased: we see a problem, believe we know the solution, and consider our solution to be the best because it’s the most rational.

We forget that every person, every group or family, every system if you will, has a very unique and idiosyncratic set of beliefs and criteria that determine their choices. And what may look irrational from the outside is very very rational on the inside, even if sometimes unconscious.

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