Supercharge your Brand positioning with Behavioural Science
How Behavioral Science can Supercharge (your) Brand Positioning Positioning: a science of perception? The art of positioning was created by Al Ries & Jack Trout in the early 80’s with their book “Positioning: The Battle for Your Mind” (Ries & Trout, 1985), during the golden age of television and mass-retail. Their method would suggest that […]
Make it easy with nudge !
Easy? Wait a second: not so simple! Consulting mantras like “make it easy” have a fascinating performative power: they seem to reveal the solution whatever the problem. Our experience as a consumer proves it right every day: it’s always easier when it’s simple! The problem is that what is simple is simple only from the […]
Customer centricity: a bet, a belief, or a necessity?
Adapted and translated from my original HBR article What is “customer centricity”? Is it a new managerial trend, just like agility or happiness at work? A belief that customers should be first (and employees second), or simply a business necessity: that of being actively concerned about your customers to avoid losing them? To answer this […]
Customer experience: don’t lose sight of the forest for the trees!
Watch KPI’s overload …. The concept of “customer experience” was born at the end of the 90s with the book by Pine and Gilmore “the experience economy” (the founding article HBR dates from 1998) and has been steadily increasing its influence since then. These authors suggested that it is no longer a matter of offering […]
When paradoxes inspire Nudges
How using paradoxical reframing helps create new ways of gently influencing behavior. A paradoxical prescription is a tool used by psychologists in professional coaching or family therapy. It has found many interactional applications to solve teams or individuals problems, including educational ones. For example, to try to calm your child who is yelling in the […]
“Can you nudge consumers to buy my product?”
This is the request I am regularly confronted with, by clients who see the Nudge (behavioural incentive) as a magical solution to increasing sales. But by asking the question in this way, they reveal how focused they are on their own interests (or that of their brand) instead of the one of their end-clients. On […]
IA et nudge, pour un marketing de confiance
Science des données et sciences humaines doiventavoir le même objectif : faire proposer par les marquesdes services intelligents. L’éthique de l’incitationdouce y participe. Entretien avec Jean-Watin Augouard : https://www.ilec.asso.fr/ Numéro spécial Intelligence Artificielle et Marketing L’intelligence artificielle peut-elle être utile aux nudges ? Richard Bordenave : J’ai envie de renverser la proposition. L’IApermet une réponse […]
Are ” human centered” methods really the best way to get to know your customers?
Photo credit: Bagolina on Visualhunt.com / CC BY Influenced by the wave of businesses going digital, the necessity to be innovative and the return to start-up wisdom, many consulting methodologies that help businesses better take the customer’s point of view into consideration when designing their products and services have been developed in recent years. The […]
Richard Bordenave
Welcome to my Blog! My passion: coaching people and organizations to solve complex challenges where human behavior is both part of the problem and of the solution. Inspire innovation through uses (UX), fluidify a customer journey thanks to the Nudge (CX), engage teams to adopt new ways of working (KM)… Addicted to behavioral and systemic […]
Alice in customerland
70th Anniversary – Esomar Congress Sept 2018 The rise of bots, artificial intelligence (AI), virtual reality (VR), Internet of Things (IoT) and other technological breakthroughs in the customer experience (CX) solution landscape indicates an increasingly automated journey, with more companies craving more data and technologically seamless experiences. However, in this paper, we predict an unprecedented […]