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Customer ExperienceCustomer Experience
+3+3
The effect of “Vote with your tip: Cats or Dogs?”
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The effect of “Vote with your tip: Cats or Dogs?”

Instead of just asking for a donation, turn it into an expression of one’s identity (e.g. are you a winter or summer person?). The technique increased tips by 136% in a cafe.

B2CB2C
+2+2
Why you should add a scent to your product
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Why you should add a scent to your product

We remember products better and for longer if they are scented. After 2 weeks, people remembered 3.67 (out of 10) attributes of a scented pencil vs 0.87 of an unscented one

B2BB2B
+2+2
Profits are higher when your sales team sides with customers
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Profits are higher when your sales team sides with customers

Your sales team should side with your customers during internal negotiations. This leads to deeper customer-seller relations, better customer lifetime value, and higher profits.

Customer ExperienceCustomer Experience
+6+6
365 days or 1 year? Smaller units are more credible
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365 days or 1 year? Smaller units are more credible

Use smaller units to make your statement more precise and credible (e.g. it will be completed in ‘104 weeks’ vs ‘2 years’).

B2CB2C
+4+4
When to use AI vs humans to give product recommendations
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When to use AI vs humans to give product recommendations

People prefer AI-based recommendations for practical products (e.g. a dishwasher), and human recommendations for experiential and sensory products (e.g. a holiday).

Customer ExperienceCustomer Experience
+3+3
Make your loyalty rewards a gamble, not a certainty
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Make your loyalty rewards a gamble, not a certainty

People completed almost 6 more surveys on average (33% more) when they were randomly paid either HK$20 or HK$40 at the end of each survey, instead of a fixed HK$40

B2CB2C
+4+4
If customers feel distant from your brand, use abstract language
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If customers feel distant from your brand, use abstract language

People who felt distant from a tea brand paid 35% more when it was described using abstract language (e.g. “Its essence envelops”). If they felt close, specific wording was 28% better

ReviewsReviews
+4+4
Some negative reviews can be good for you
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Some negative reviews can be good for you

An espresso machine was perceived as 16% better when positive reviews were accompanied by a negative but mostly irrelevant review

B2CB2C
+2+2
‘Friend’ influencers drive more sales than ‘opinion-leaders’
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‘Friend’ influencers drive more sales than ‘opinion-leaders’

Friend-like influencers that storytell and genuinely like your product drive the most sales. Opinion-leaders and informational posts are both less effective.

Customer ExperienceCustomer Experience
+3+3
Eco-friendly products boost customer satisfaction
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Eco-friendly products boost customer satisfaction

Sustainable headphones (vs conventional ones) made people enjoy the same songs 12% more. Eco-friendly dishwasher soap made washing dishes 23% more “enjoyable”.

Customer ExperienceCustomer Experience
+4+4
Gamify your marketing opt-in
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Gamify your marketing opt-in

When you ask your customers to opt-in and give their preferences for personalized marketing, use a gamified experience that easily shows them how they’ll benefit

B2CB2C
+5+5
Don’t showcase all your good features, it backfires
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Don’t showcase all your good features, it backfires

When you showcase your good features alongside your best ones, you’re diluting your best ones and you’ll be perceived as worse overall.

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