How behavioural economics can improve customer experience

Brooke Hemphill

An understanding of how behavioural economics impacts consumer choices can help marketers build a better customer experience and keep their brands top of mind.

Marketer’s core problem today is two-speed customers, according to Bri Williams, a behavioural specialist. Consumers seem to be changing all the time… and yet, in many ways, they're not changing at all.

“There are some inherent behaviours that haven't changed but we're spending our time on everything that's changing rather than the underpinnings of that,” Williams said at Sydney’s Mumbrella360 conference.

The solution, according to Williams, is behavioural economics: the study of the emotional, social, and cognitive biases and heuristics that influence behaviour: “Boiling it down, every time we turn up to work, this is what we're trying to do....

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