Wünschen Sie nähere Informationen?


    How do cognitive biases affect companies in their efforts to deliver an outstanding Customer Experience?

    Home Blog IT Trends

    After reading Rolf Dobelli’s book “The Art of Thinking Clearly” and while investing some time in reading about failed Customer Experience initiatives (for example on this article, or on this great post by Don Peppers). I started thinking about how some common mental biases might affect the Customer Experience efforts in organizations.

    Below are some of the most commonly known cognitive biases that may impact teams and management while trying to deliver the best Customer Experience. In your opinion, which ones play a role in CX? Which ones may lead CX initiatives to fail?

    Survivorship bias: Leads you to overestimate chances of success, because successes are much more visible than failures. When we only pay attention to people or initiatives that succeeded and ignore those who failed, we risk becoming overly optimistic. Visiting the cemetery of failed initiatives helps build awareness. Do we overestimate the chances of our CX to succeed because we have heard/read about other successes and not about the failures?

    Sunk cost fallacy: The tendency not to discontinue or stop an activity or initiative only because of the investment (effort, money, emotion, etc) already made, even when the activity is an obvious failure. “I Have already read half the book, I may as well finish it” (even if I don’t like it). “We have already invested 10 Millions in this campaign, it would be a huge waste to stop it” (even if it’s not achieving results). Are we rational enough to realize when an initiative (CX, for example) should be stopped or changed?

    Incentive-super response tendency: A couple of hundreds of years ago a colony issued a law to address a rat plague: For each dead rat someone brought, that person would get some cash. The result of the law was not a reduced rat population; it was that people started breeding rats. We react to incentives, not to the intentions behind incentives. Good incentive plans need to harmonize incentive and intention. A good example: In ancient Rome, bridge builders had to stand below the bridge they had built when it got inaugurated. In my career I have seen incentive plans or goals set for service teams that did not necessarily harmonize the intention and the incentive. How big of an issue is this for a companies’ CX?

    Confirmation bias: We tend to interpret new information in a way that it matches our existing theories and beliefs. Disconfirming evidence is minimized, treated as special case or exception. We are more likely to believe information that confirms opinions we already have.

    Hindsight bias: Looking back, events seem to have been perfectly predictable, while in reality they were far from that. This bias lets us believe we are much better predictors than we really are. We are often not aware of how volatile, uncertain, complex and ambiguous (VUCA) the world is.

    Outcome bias: Judge a decision based only on the outcome and not on the decision-taking process. Outcomes are important, but we should not judge the decisions that have been taken only by the outcome.

    Dunning-Kruger effect: When confidence and experience are mismatched. Some people are full of confidence, even when it’s clear that they have no idea what they are doing. This sometimes leads people with low ability to have an illusion of superiority. It works both ways, often very capable people are less confident in their skills.

    Planning fallacy: When we underestimate the time and effort it takes to complete a task or project. When we plan only for best case scenarios and have difficulties in correcting the course when things - shockingly - don’t go as planned. I have seen this frequently and have been a victim of the fallacy myself.

    Availability Bias: We believe that first thing that comes to mind (the information that is more easily accessible or more recent) is most important. Going to the VoC and customer behavior data instead of acting instinctively could be a way to beat this bias in CX initiatives.

    Reciprocity Bias: We can’t stand to owe someone something. We tend to want to pay our debts. (The reason why clients or prospects get invited to soccer games or dinner)

    In this article you can read, as an example, what Google does to beat unconscious bias in the workplace.

    In your opinion, which ones play a role in CX? Which ones may lead CX initiatives to fail?

    Customer Experience, Employee Experience & Arbeitsplatz 4.0: Das magische Dreieck

    Mar 25, 2019 10:00:19 AM Kundenerfahrung und Zufriedenheit der Mitarbeiter hängen eng zusammen – so weit, so bekannt. Doch was ist dem Mitarbeiter wichtig? Der Arbeitsplatz 4.0 ist ein wesentlicher Baustein.

    Die Passion der CIOs: Ostern ist das ganze Jahr

    Apr 18, 2019 1:12:36 PM Was ist schon die Passion Jesu Christi? Seine Leiden sind nichts verglichen mit den modernen Nöten eines Chief Information Officers. Oh Heiland, steh uns bei!

    Künstliche Intelligenz? Hat keinen Geschmack!

    Apr 19, 2018 11:12:00 AM Maschinen können kein Design. Denn sie verstehen nicht, wie Menschen ticken – sie imitieren nur. Mitdenker sind gefragt.

    Neue Online-Welten für den ältesten Verkehrsverbund der Erde

    Feb 21, 2017 9:00:00 AM Der Leipziger Digital-Dienstleister EWERK stellt die Online-Portale des Hamburger Verkehrsverbunds (HVV) auf eine neue technische Basis und erfrischt die Auftritte inhaltlich wie optisch. Dies ...

    Cloud Computing in der Medizin: Nur Mut! Die Cloud kann Leben retten

    Apr 20, 2017 11:00:00 AM Gesundheit ist für viele zuallererst eine Vertrauensfrage: Deswegen wollen die meisten Menschen in Deutschland Ihre Krankenakte nicht in die Wolke laden. Dabei könnte Cloud Computing für ...

    Holacracy: „Eine Inspirationsquelle, jedoch kein Heilsbringer“

    Aug 7, 2018 9:07:41 AM Holacracy – ein Betriebssystem für Unternehmen zur Organisation von Arbeit und Führung – wird entweder verteufelt oder in den Himmel gelobt. Bisher fehlt eine differenzierte Bewertung. Sabri Eryiǧit, ...

    Maschinelles Lernen: Der Computer, der selbstständig schlauer wird – oder etwa doch nicht?

    Jul 7, 2017 1:30:00 PM Maschinelles Lernen und intelligente Algorithmen – und darunter insbesondere Deeplearning – sind ein wesentlicher, wenn nicht der Pfeiler der vierten industriellen Revolution. Worum geht es? Wo ...

    Weltrettung durch Cyberbrille: Wie wir Emotionen imprägnieren können

    Mar 28, 2017 12:25:00 PM Megatrend Augmented Reality – nachdem 2016 Cyberbrillen einer der prägenden Trends auf der SXSW waren, schwappen sie nun auch zur CeBit. Haben wir hier bei aller Spielerei einen Schlüssel zur ...

    Containertechnologie OpenShift im KRITIS-Umfeld: Maßgeschneiderte Sicherheit

    Sep 4, 2020 12:36:00 PM Die IT von Unternehmen der KRITIS-Branchen muss höchsten Sicherheitsstandards genügen. Container-Technologien eignen sich dafür nahezu ideal – allerdings nicht jede. Warum und worauf es ankommt, ...

    Innovationen katapultieren Unternehmen und Branchen in neue Dimensionen. Wir wissen, wie.

    Zur Sache: Rein formell ist ein Projekt mit der Abnahme und Entlastung beendet. Das dachten auch die Verantwortlichen des