3 principles from behavioral psychology to optimize your CEX Optimise your Customer EXperience at (almost) no efforts and costs

When thinking about redesigning the customer journey, organizations often feel the need to search for BIG ideas. This is the way to go when you’re flexible and have enough cultural support to roll-out such ideas. But do most organizations really have it?

Another option is to adopt ‘behavioral psychology’ principles. 

Leading researchers found that a lot of pain points can be improved by integrating principles of behavioral science. These principles are easy to integrate and at the same time a low-cost route. It drives customers’ perceptions and increases customer satisfaction. 

3 principles to optimize your CEX

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 an online registration, work through all required administration tasks in one step. Afterwards, soften the experience with sequential pleasant touchpoints.

2. Give customers a sense of control

The more customers have a sense of control during the journey, the more they tend to blame themselves when they have a negative experience. Enhance ownership of the touch points.

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.

3. End with a positive note

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


By integrating these principles, you can easily optimize your customer experience, without much effort or costs.


How would you use these principles to optimize your customer experience? I’d love to have your insights.

#behavioral psychology #customer experience #optimisation