When redesigning a customer journey, organizations feel the urge to search for extraordinary ideas. Leading researchers found that you can already improve the experience a lot by integrating principles of behavioral science. These principles are easy to adopt and, at the same time, are a low-cost route. They drive customers’ perceptions and increase customer satisfaction.

1. Combine Pain Points and Get It Over with Early

It’s perfectly possible that certain moments can remain a negative experience given the context or content. Define these moments and try to combine these, preferably early in the journey.

Example: During online registration, work through all the required administrative tasks in one step. Afterward, soften the experience with sequential pleasant touchpoints.

2. Give Customers a Sense of Control

The more customers have a sense of control during their journey, the more they tend to blame themselves when they have a negative experience. Therefore, enhance ownership of the touchpoints.

Example: Mention the average customer support waiting time on your website. It manages customer expectations and presents the customer with a choice to call back at a better time. They’re now in control.

3. End with a Positive Note

Customers tend to disproportionally recall high and low points of their journey. Make sure your journey ends at a high point.

Example: Foresee a personal follow-up message with a positive tone of voice and supporting info when customers report an insurance claim.

Try experimenting with behavioral principles every time you’re improving and redesigning your customer experience. They’re easy to implement and can have fast, small results.


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