Customer feedback lacks two fundamental pieces of information: context and behavior. Traditional methods of insight, like the Net Promoter Score (NPS) and customer feedback surveys have their limitations. Andrea Belk Olson, our guest on this episode, challenges organizations to adopt a different approach to customer behavior by delving into the WHY and the WHAT, then coming up with a WOW hypothesis - a 3 step process called the 3W Ideation.
Author of the new book, “What to Ask: How to Learn What Customers Need but Don't Tell You”: https://amzn.to/3yvooRF, Andrea Belk Olson is the CEO of applied behavioral science consulting firm Pragmadik, and head of the University of Iowa JPEC startup incubator. She delivers a unique, cognitive method for discovering hidden customer needs, converting them quickly into differentiators, and avoiding the pitfalls of traditional research.
By using behavioral insights in organizations, Andrea believes that companies can become more customer focused. And when everyone in an organization is customer focused, the whole strategic vision of the company realigns.
If you enjoy listening to Behavioral Grooves Podcast, please consider donating to our work through our Patreon page: https://www.patreon.com/behavioralgrooves. We use all the donations to fund the production of the podcast. Thanks!
Topics
(3:11) Welcome and speed round questions.
(7:14) How can marketers understand customers' needs?
(13:01) How to remove the disconnect between marketing and sales.
(16:42) The steps marketing can take to get closer to the customer.
(19:23) How behavioral science can help with adapting to change.
(26:07) The 3 W Ideation process: Why, What & WOW.
(30:04) The shortcomings of the Net Promoter Scores (NPS).
(32:44) What role does culture play?
(37:31) What Beethoven can teach us about behavior change.
(42:28) What music would Andrea take to a desert island?
(45:37) Grooving session with Kurt and Tim on What To Ask.
© 2022 Behavioral Grooves
Links
Andrea Belk Olson’s book: “What to Ask: How to Learn What Customers Need but Don't Tell You”: https://amzn.to/3yvooRF
Episode 289, Why Not All Nudges Work ”In The Wild” with Nina Mazar PhD & Dilip Soman PhD: https://behavioralgrooves.com/episode/why-not-all-nudges-work-in-the-wild-nina-mazar-dilip-soman/
Musical Links
Queen “I Want To Break Free”: https://www.youtube.com/watch?v=Z3w5gVM_4y8
Led Zeppelin “Whole Lotta Love”: https://www.youtube.com/watch?v=HQmmM_qwG4k
Shlomi Ron: Visual Storying Telling In a Time of Crisis
Steve Wendel, PhD: Designing for Behavior Change
Robert Cialdini, PhD: Littering, Egoism and Aretha Franklin
Grooving: On the Principle of Scarcity
Katy Milkman, PhD: Using Behavior Change for Good
Grooving: On Goals and Goal Setting
Covid-19 Crisis: Caroline Webb, Senior Advisor at McKinsey, on The Value of Where We Place Our Attention and Amplifying Certainty
Covid-19 Crisis: Margaret Robinson Rutherford, PhD on Perfectly Hidden Depression
Grooving: Where Will You Live if You WFH?
Covid-19 Crisis: Elizabeth Gilbert, PhD on Adaptability, Imaginal Exposure and Lists
John Bargh: Dante, Coffee and the Unconscious Mind
Covid-19 Crisis: Howard Friedman, PhD on The Value of Human Life
Grooving: Protests Sparked by the Death of George Floyd in Minneapolis
Covid-19 Crisis: Chris Pfeiffer on Tips for Adjusting Sales Comp Plans
Dan Hill, PhD: On the Facial Coding of Trump, Hendrix, Prince, Gretzky and the Beatles
Covid-19 Crisis: Claire Bidwell Smith on Grief During the Crisis
Covid-19 Crisis: Kristen Berman on Remote Work, Quaranteams and Marinades
Covid-19 Crisis: Stephen Curtis on Neuroplasticity and Creating the Ideal
Gary Latham, PhD: Goal Setting, Prompts, Priming, and Skepticism
Covid-19 Crisis: Mariel Beasley on Increasing Short Term Savings During the Crisis
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