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Subconscious, emotional processes
Conscious, rational processes
In short: A customer is a dual processing brain
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Meet your own system 1
2 + 2 = ?
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Meet your own system 2
17 x 24 = ?
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Feel how system 2 can control system 1
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Or assist system 1
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Three characteristics of system 2
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System 2 is often absent…
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Labor-Love effectBA
Winner
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System 2 needs focus
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System 2 is in an immense competition with system 1
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Focusing
1,95%baseinterest+0,40%loyaltyinterestrateonayearlybase onayearlybase 1,95%baseinterest
onayearlybase
+0,40%loyaltyinterestrateonayearlybase
A B
Winner
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A BCognitive overload
Winner
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Two characteristics of system 2ü Prefers to be absentü Needs focus
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Two characteristics of system 1
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System 1 is automated
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Visual Cueing
BA
Winner
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System 1 is associative & relative
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BA
Winner
Implicit associations
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Mental accountingDoyouknowwhatagoodnightofsleepiscosting?Theaveragepersonsleeps8hoursanightandaminimumof10yearsonthisbed.Foraperfectnightofsleeponthisbedyouonlypay…
€0,82permonth
A B
Winner
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WYSIATI: What you see is all there is
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Two characteristics of system 1ü Automated heuristicsü Associative
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The basic question is ‘which system is in control’?
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The basic question is ‘which system is in control’?
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W h y d o w e t h i n k w e ’ r e i n c o n t r o l ?
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We Post-Decision Rationalize
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System 2System 1 System 2
Behavioral Intelligence Gap
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The 3 levels of CRO
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III) Customer Journey Cycle (Find - Tell)
ü Analyze the real behavioral steps
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Customer Journey Analysis
Home%
Hotel%Detail%
Book%engine%
Room%Detail%
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Multiple Customer Journeys
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II) Hypothesis Cycle (Analyze - Conclude)
ü Use validated insights to find behavioral determinants and • Verified insights (science & tests)• View-of-the-customer• Voice-f-the-customer
ü formulate multiple hypotheses
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I) Test Cycle (Create - Test - Analyze)
ü Maximize analysis & test velocity
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BIG: Behavioral Intelligence Graph
Customer Journeys
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Grow your competitive advantage by 1st party CI
Studies, Analyses& A/B-tests
Hypotheses
Customer Journeys
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By plotting insights on hypotheses and behavioral steps
Studies, Analyses& A/B-tests
Hypotheses
Customer Journeys
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Offering detailed insights for the CRO teams
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And Customer Intelligence for the whole company
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@[email protected]/in/bartschutz/
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Contact
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@[email protected]/in/bartschutz/
onlinedialogue.comwheel-of-persuasion.com
Contact