Get out of your echo chamber! Conference is coming
Influencing sentiment: a Q&A with Natalie Nahai
Our keynote speaker, Nathalie Nahai, author of Webs of Influence, brings together the latest insights from the world of psychology, neuroscience and behavioural economics. She explores how the colour of your website can influence customer sentiment; where the line is between helpful and creepy when using customer data; and how to harness the underlying dynamics behind consumer and community behaviour.
How can an understanding of psychology help us to build better websites?
A website's primary purpose is to communicate with (and potentially convert) an intended audience – yet how much time do we actually dedicate to understanding the context of the people we're trying to reach? If we want to connect with customers in a more meaningful, resonant way, we have to understand the psychological dynamics and principles that influence online behaviours. By grounding our design practices in a psychological framework, we can apply specific insights to create more fluent, inherently pleasing experiences, helping to build customer-brand trust and increasing the likelihood that interested customers will buy.
Give me an example?
A great example of a website that gets this right is that of Transferwise, a foreign exchange platform that seeks to provide an alternative to traditional services and banks. They understand the pain of paying (the discomfort we feel when parting with our hard-earned cash), but they also understand that people value transparency, especially when dealing with financial services.
With this in mind, they've created a user experience that not only shows potential customers exactly what the fee breakdown is, but also how Transferwise stacks up. While they're not always the cheapest option, because Transferwise respects its customer enough not to hide unpleasant information, they're able to establish a vital sense of trust, thus engendering good will and encouraging brand loyalty in those customers who choose to try the service
How do people process ratings and reviews? Do these matter?
Whichever brand people interact with, when it comes to writing (or seeking out) reviews, customers tend to focus on the personal experience they've had with the representative of that company. This is crucial information, because many brands spend so much time and money investing in the online experience that they completely forget the importance of in-person communication and contact. By providing the opportunity for customers to speak with a real person on the end of the phone (or on-screen or in person), a brand can re-engage customers in a more meaningful way, diffuse difficult situations more rapidly, and increase the likelihood of receiving positive ratings and reviews thus attracting new customers to the brand.
Join us on the 8th of October to hear more from Natalie and be part of the discussion.
Hear from more speakers
And hear from Alexander McMillan, former Head of Customer Service at John Lewis on how a businesses internal culture should be reflected in the customer experience.
Book your tickets to Boring Money Annual Conference 2019
Tuesday, October 8th 2019,
08:45 – 17:00 (Drinks till 19:00)
etc.venues County Hall, Riverside Building,
Belvedere Rd, Lambeth,
London SE1 7PB
£295 +VAT for advisers & start-ups