As organizations focus more on customer service, the customer experience and, well, anything that’s customer-related, there’s also an increasing attention for the psychological dimension of business (workers) and customers.
Indeed, we have finally discovered that customers are human beings and that the customer experience, just like anything that touches us, is predominantly a matter of emotions and the “mind”. Shocking revelations for many, so it seems.
Of course psychology has been used a lot before in marketing and certainly in customer experience management , where emotions are very present (remember emotion curves too). From a marketing perspective, think about the Myers-Briggs Type Indicator (see at the bottom of this page), based on work of Jung and used by some optimization experts in their own models as you can read in our guide to persona models. [Read more…]