Chapter 3: Marketing & Consumer Applications (Communications, Insights & CX)


Chapter 3 explores the implications of Behavioral Science on Communications, Customer Experience (CX) and Insights. We share examples of applications within the Financial Services, Consumer Goods and Retail sectors, including an introduction to our proprietary EPIC framework.

You’ll also find interviews with experts in these areas (Richard Chataway, Richard Bordenave and Pauline Le Golvan), who reveal various applications of behavioral science to challenges involving safety, cleanliness and customer satisfaction.

How Amazon, Netflix and Google use behavioral science to simplify the user experience. Image credit: Tiphaine Breton

Below is an excerpt of Richard Chataway’s article on how technology leaders (such as Amazon, Netflix & Google) are applying behavioral science to simplify the user experience:

“But what do people want? Generally speaking, they want companies to “make it easy” – in the words of University of Chicago Professor Richard Thaler, winner of the Nobel Prize for Economics and co-author of ground-breaking book “Nudge”.

The most successful digital companies of the 21st century understand this; the so-called FANGs (Facebook, Amazon, Netflix and Google) have minimised consumer cognitive load, achieving market dominance in social, ecommerce, content and search by providing products that are not just driven by technological innovation, but by reducing the
amount of cognitive effort required by their customers.”

To read the complete chapter, download the book Applying & Infusing Behavioral Science: Insights, Frameworks & Case Studies from the BVA Nudge Consulting.