This episode introduces a science-based approach to managing customer experience, contrasting it with traditional reliance on intuition and personal judgment. It outlines the seven stages of the customer experience—from need activation to repurchase—and presents a strategic framework for addressing each stage. Emphasizing the role of behavioral science, the episode highlights how insights into customer beliefs, emotions, and motivations can inform more effective decisions and foster long-term loyalty.

This episode explores the foundational role of unmet needs in driving customer behavior and decision-making. It introduces a hierarchy of customer needs—utilitarian, emotional, and identity—and explains how each type shapes consumer choices. Listeners will learn how active need states like discomfort and problems motivate behavior, while states like delight and indifference often result in inertia.

This episode examines how triggers—both internal and external—activate dormant customer needs and drive action. It distinguishes between physiological and psychological triggers, as well as situational and marketing cues, to show how companies can strategically initiate behavior change. Highlighting examples like Pepsodent and New Year’s resolutions, it underscores the importance of choosing the right need to trigger for maximum impact.