What are the best ways to cultivate customer loyalty, to make it the easy option? Read on for some answers.
"Innovation in customer service can mean many things—expanding the use of AI in our products, for instance.
Innovation in customer service, as well as customer experience, always means one thing: advancing our respectful understanding of our customers as human beings.
Recently Zendesk worked with economist Tony Hockley, of the London School of Economics & Political Science (LSE), in search of any light that the field of behavioral economics might shed on customers and their decision-making processes. “Are there lessons for businesses, and they way they relate to their customers?” Hockley asks in his paper “Marshmallow Decisions.”
He points to Stanford University’s famous marshmallow test from the 1960s, in which a child is offered one treat right away, or two if he waits 15 minutes. It’s a fascinating and oft-repeated exercise in the meaning and effects of waiting, revealing, says Hockley, not only “the challenge of self-control and how a choice is affected by context, but also the importance of building trust that the experimenter really would return with two treats after the wait.”
So, what are the best ways to cultivate customer loyalty, to make it the easy option? Read on for some answers."
