Loyalty is a function of memory, this is how memories are built. (Memory Mini series 2/3)

The Intuitive Customer - Helping You Improve Your Customer Experience To Gain Growth

Memories do not exist alone. They are networked…and this network isn’t a bunch of the same kind of information arranged in neat order and categorized by type. It’s a network of different memory types intermingling facts and feelings, procedures, and judgements, all influencing each other in interesting ways.

Memory is what creates customer loyalty. It doesn’t matter what parts of your customer strategy you design. If customers don’t remember that you did it, it won’t matter later.

It’s for this reason that we love the subject of memory. So, we did a mini-series about it.

In this episode, the second part of a three-part mini-series on Memory, we build on the concepts we shared in the first episode. We talk about the memory network and how it works. We also discuss the different types of memories. Plus, we get into one of my favorite concepts from the “father of the behavioral sciences,” Nobel-Prize-winning economist Professor Daniel Kahneman, the Peak-End Rule.

It's sure to be an episode you will never forget.

Key Ideas to Improve your Customer Experience

There are a lot of things that memories are. They are facts, procedures, feelings, and evaluations. One thing they are not is a sole existence. We kick off this episode with an explanation of the network of memories that makes it clear what we mean.

Here are a few key moments in the discussion:

• 02:53 Ryan explains his metaphor of a fishing net to describe how memories connect to each other in our minds.
• 11:06 We discuss the different types of memories and how they form.
• 15:39 Colin explains how sometimes organizations can design experiences that train customers to use them, like the site where he buys his sheet music for the guitar.
• 19:04 We get into how habits are a type of memory, albeit and automatic and subconscious one.
• 22:13 Colin tells a story that is sure to mean that his daughter will never let him babysit his grandchild again.
• 23:55 Ryan explains Episodic memory, which is the one that is most like what experienced champions should do for their customer strategy.

You can listen to part 1 of our mini-series on memory here.

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Customer Experience Information & Resources

LinkedIn recognizes Colin Shaw as one of the 'World's Top 150 Business Influencers.' As a result, he has 290,000 followers of his work. Shaw is Founder and CEO of Beyond Philosophy LLC, which helps organizations unlock growth by discovering customers' hidden, unmet needs that drive value ($). The Financial Times selected Beyond Philosophy as one of the best management consultancies for the last four years in a row. Follow Colin on LinkedIn and Twitter.

Click here to learn more about Professor Ryan Hamilton of Emory University.

Why Customers Buy: As an official "Influencer" on LinkedIn, Colin writes a regular newsletter on all things Customer Experience. Click here to join the other 35,000 subscribers.

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