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Time and the Attention Deficit
I was honoured to be among those asked to present at last nights Fantastic Tavern. The presentations were all on themes we felt were critical for the next year. Mine was on ‘attention’ and teh increased need for concentration to be productive, creative and happy.
Continue reading...Design for Persuasion 2 – Ghent, Belgium
30. September 2010
A short summary of my thoughts on the second Design for Persuasion conference, along with four mini-interviews with some of the speakers.
Continue reading...All aboard the Flight to Quality: customer responses to economic woes
26. September 2010
If there is one thing that every previous economic slowdown, downturn, recession or slump has proved, it is that there will be winners and losers. The situation created by the current credit crunch is no different. Already the effects of the tightening of credit are moving beyond the housing and financial sectors and are impacting on both the business and customer mindset.
Continue reading...Podcast: Interview with BJ Fogg + ‘Design for Persuasion’ videos
18. September 2010
Back in 2007 I had the opportunity to interview BJ Fogg, author of ‘Persuasive Technology: Using Computers to Change What We Think and Do’. This posting features that interview and highlights a series of videos promoting the 2nd Design for Persuasion conference in Belgium.
Continue reading...The Customer Odyssey or ‘how do you decide what to buy?’
16. September 2010
Sometimes I’m pretty spontaneous and buy stuff straight away after a single website visit (a single customer journey). Sometimes I prevaricate, make selections online, change my mind and leave, come back, add to basket, get distracted, check out another website, check my bank account, leave the website, a week later return and then finally buy something completely different from the high street store of the original company I was visiting the website of (a customer odyssey*).
Continue reading...The power of imperfection
15. September 2010
The role of error or mistakes is often underestimated in customer relationships. Those readers with customer service experience already know that a problem solved is often more power in driving customer satisfaction than initial perfection. Could there be an unrecognised role for imperfection in some well-chosen customer interactions?
Continue reading...Are you squandering the value of comparisons?
12. September 2010
As customers our ability to understand the value in anything new is largely dependent on the simple equation, is X better than Y. In the case of my expedition to acquire a pushchair all I had to fall back on was price. If it was expensive then it must be good, if it was extortionate then it must be great. (And who doesn’t want great for their first-born?)
Continue reading...10 tips for online persuasion
11. September 2010
I’ve started to make a collection of persuasion ‘nuggets’ that can help towards those difficult website conversions, I thought I’d share a few in this post. All of these are tried and tested so I hope you find them useful. I’ll share some more later but if, in the meantime, you have any your prepared to reciprocate with please just add them as a comment or email me.
Continue reading...A – Z of persuasion
4. September 2010
This informal guide, written in partnership with my colleague Theo Papadakis, gives you the lowdown on the key ideas in Persuasion, from Aristole to Ziegelmueller, via goodwill, kairos, motivation and reciprocity. You’ll find out about the Elaboration Likelihood Model, Johari Windows, Intermediary persuaders and much more.
Continue reading...Have you given customers control?
3. September 2010
One effect of our economic climate is the lack of control we, and our customers, experience when confronted by whirlwind market forces. Faced with future uncertainty companies with an interest in improving customer engagement need to understand this lack of power and leverage our customers’ need for control.
Continue reading...
11. February 2011
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