No thanks, I'll keep struggling.

Blog, Podcasts and Video Clips

Every day we encounter the challenge of influencing behaviour, either our own or someone else's. So here are some tips on how...

28 Apr 2014

Is it better to be wanted or needed?

Is it better to be wanted or needed? For too long businesses have clung to the proposition that meeting a customer need is the way to success when in fact it is the power of desire that changes behaviour....

Category : Blog & News

14 Apr 2014

Pinpointing where your behavioural weaknesses lie

One of the trickiest parts of working out how to improve conversion is pinpointing the underlying behavioural cause. This free tool will help you identify where to focus your attention to maximise your performance....

Category : Blog & News

07 Apr 2014

There's a time and place for confusing your customers

One of my key rules for behaviour change is what I call the Effort:Reward Equation. In short, when E > R, behaviour doesnt happen. The task for businesses is to always ensure that whatever we ask of our customers - read, click, call, think, pay - is exceeded by what they receive. Heres how one of Australias famous museums gets the equation right in some ways and wrong in others. ...

Category : Blog & News

31 Mar 2014

Why creating pain for customers can be a good thing

Its a feeding frenzy right now in Australia as Health Insurance companies use the 1st April price rise to try to win customers looking for a better deal. But one seems to have the edge of the others and heres why. ...

Category : Blog & News

24 Mar 2014

A lesson in how to upsell your customers

Booking airport parking something usually approached with a clear cost/benefit mind-set. How much are you willing to pay for the benefit of being close to the terminal? Well heres how one parking provider made me feel like Id won even though I paid more than I had intended; a lesson in how to upsell your customers....

Category : Blog & News

14 Mar 2014

4 behavioural lessons from the mini-bar

As the old joke goes, theres nothing small about mini-bar prices and while Im typically too tight to buy anything on offer, this mini bar menu helpfully illustrates four behavioural principles you should consider for your business....

Category : Blog & News

10 Mar 2014

Persuading customers that your prices seem fair

Paying $16.40 rather than $50 is a good deal, right? Thats what I thought when I caught the train instead of a taxi from Sydney airport to the city. So I was surprised to hear how many Sydneysiders have been outraged by the cost of this fare. Whats going on? And what does this have to do with Starbucks and your business?...

Category : Blog & News

03 Mar 2014

Shaping your customer's Personal Context

You may have thought it impossible - a way to get into the minds of our customers from the comfort of your seat - but over the past few articles we have been peeling back the layers to see how behavioural economics can do exactly that. So far we have looked at how behaviour is shaped by the Environment you establish and who is around in your customers Social context. Our final instalment in the Customer ESP series looks at how behaviour is influenced by the Personal Context....

Category : Blog & News

24 Feb 2014

Shaping the Social Context to influence your customers

One of my favourite ads is one that appeared in my gym for Rexona deodorant. Do you sweat more than normal? it asks. And with that, my need to be normal and accepted was triggered. Following on from last weeks discussion of the E in Customer ESP; how the Environment you create for your customer can impact how they behave, lets now look at S for Social Context; how what other people do impacts your customer and why Rexona was on to something. ...

Category : Blog & News

14 Feb 2014

Shaping the environment to influence your customer

Theres no mistaking when you are in an IKEA store, is there? You cant help but feel a little Swedish as you follow the winding path through a 3D life size version of their catalogue. And thats what todays article is about; how you as a business shape the decision-making environment in order to influence your customers....

Category : Blog & News