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The Ostrich EffectThe science of customer journey mapping:

ten behavioural biases that get in the way of improving your customer experience.

@cam_gunn


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You know this scene…


What is messing up customer journey mapping?“

“


People are irrational.


Cognitive bias codex

The Cognitive Bias Codex – 180+ biases, designed by John Manoogian III. Creative Commons.


1Research

2Collaborate

3Make

decisions

Impact on customer journey mapping


Ten behavioural biases that mess with your customer

journey mapping.


1. Confirmation bias


1. Confirmation biasWe tend to seek information

that confirms rather than contradicts our view.


We'll always find what we want


Try to prove yourself wrong.

Customer journey mapping tips


2. Authority bias


2. Authority biasThe tendency to attribute greater

accuracy to the opinion of an authority figure.


Create conditions so a variety of customers and colleagues can

meaningfully contribute.



3. Dunning–Kruger effect


3. Dunning–Kruger effectThe tendency for unskilled

individuals to overestimate their own ability, and the tendency for experts to underestimate

their own ability.


Give experts a defined and recognised role in the process.



4. Information bias


4. Information biasThe tendency to seek

information even when it cannot affect action.


The Deciding Factor: Big Data & Decision Making

Business Analytics The way we see it

Written by

Data analytics can work wonders. Highly data-

driven organizations are three times more likely

to report significant improvement in decision-

making, according to PwC research.1 Yet, 62% of

executives still rely more on experience and advice

than data to make decisions.2

PublishedSeptember 2016

TopicsMeasurement, Advertising

From Insight to Action: How Data-Driven Marketing Is Supporting Big Decisions

Data-driven decision making...


Don't drown in data.Add restrictions to research

phases of your process.



5. Bandwagon Effect


5. Bandwagon EffectThe tendency to base actions

and beliefs on what others do or believe.


It's coming home...


Ask open questions when you feel people are avoiding conflict.



6. Not invented here bias


6. Not invented here biasTendency to dismiss the ideas,

research or knowledge developed outside a group.


Does your business insist on “home-grown” innovation when far more promising options lie

beyond the firm?

“ “Ask yourself this...


Be clear about the role and value of third-party experts

from the outset.



7. Shared information bias


7. Shared information biasThe tendency for group members

to spend more time and energy discussing information that all

members are already familiar with.


When group members are motivated by a desire to reach closure, their bias for

discussing shared information is stronger. However, if members are concerned with

making the best decision possible, this bias becomes less salient.

“ “Postmes, T., Spears, R., & Cihangir, S. (2001). Quality of Decision Making and Group Norms. Journal of Personality and Social Psychology, 80, 918-930


Ensure your process includes ample time to discuss decisions,

as well as review research.



8. Framing effect


8. Framing effectDrawing different conclusions from the same information, depending on how that information is presented.


97% fat freeorJust 3% fat

Which would work better?


Agree and standardise how you present customer research.



9. Primacy/ Recency effect


9. Primacy/Recency effectThat items near the end of a

sequence are the easiest to recall, followed by the items at the

beginning of a sequence.


Don't discount the middle – log, recap, review, discuss.



10. Selective perception


10. Selective perceptionThe tendency for expectations

to affect perception.


The negative impact of a poor customer experience can be twice as large as the impact

of a great one.

CX is about protecting revenue...

"Zone of Tolerance Moderates the Service-quality Outcome Relationship" by Kenneth B. Yapp and Jillian C. Sweeney, Journal of Services Marketing, Vol. 21. No. 2, 2007.


1. Confirmation bias

2. Authority bias

3. Dunning-Kruger effect

4. Information bias

5. Bandwagon effect

6. Not invented here bias

7. Shared information bias

8. Framing effect

9. Primacy/Recency effect

10. Selective perception

Our ten behavioural biases


5 tips for avoiding bias:


Tips for avoiding bias

1. Be clear

2. Follow a process

3. Observe, then ask

4. Self awareness

5. Give yourself a break


Embrace the opportunity.


Let’s chatFree discussion about your customer

journey mapping process

What next…


Thank you.Cameron Gunn

Customer Experience Director [email protected] 020 7033 0700

the ostrich effect - b2b marketingmrkto.b2bmarketing.net/rs/085-vab-435/images/1.35...radley yeldar...

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