Satisfied customers still leave. Measuring NPS does not improve it. Behavioural science reveals the hidden forces that shape every customer interaction.
13 articlesLoyalty schemes buy behaviour any competitor can outbid. Retention is designed on effort, habit and memory.
Customer friction is the invisible force turning loyal customers into lost ones. How to identify hidden friction and remove it using behavioural science.
Standard journey maps show WHAT customers do, not WHY they drop off. How PGCA analysis reveals the psychological barriers blocking progress.
High satisfaction scores but customers still churning? Discover why satisfaction does not guarantee loyalty and how to design genuine loyalty.
Focus groups and surveys measure what people say, not what they do. Discover the say-do gap, extreme users and the 2-2-2 method.
Most organisations measure customer satisfaction obsessively yet scores barely improve. Behavioural science explains why and how to design experiences that drive it.
We remember experiences by their peak and their end, not their average. How to design better customer journeys using this insight.
Jobs-to-be-Done reveals why people really buy. Clayton Christensen's framework with the milkshake case, real-world examples and the SUE application.
Mountain Equipment Coop built climbing walls, cobbled test paths, and open water into its stores so customers could try before buying. The result was not l
The Rijksmuseum Family Quest gives children an assignment card and a route through the museum built around secrets, puzzles, and discoveries rather than la
SportCity Amsterdam rebuilt its entrance as a community space - table tennis, coffee, places to linger - not its equipment. Members began organising their
Copenhagen's Torvehallerne puts farmers' names on stalls, makes food provenance visible and concrete, and creates the kind of slow, sensory encounter with
The Apple Store was designed so customers handle the products before a salesperson approaches, sit at tables at eye level with the devices, and receive hel