Cognitive Design

MIT’s journal, Sloan Management Review, has an outstanding article that highlights why we must do cognitive design to get excellent customer service. The article, Designing for the Softer Side of Customer Service,  demonstrates how three psychological variables – trust, emotions and feelings of control shape the modern service experience.  They provide a good theoretical frame, new research and many specific suggestions such as:

“Service providers should categorize events based on the type of emotion and the source. When negative events are caused by the company, quick recovery is vital. When they are caused by external agents, the company can generate good will by either being supportive when the emotions are negative or celebrating with the customer when the emotions are positive”.

Interested to hear from readers that have implemented service innovations designed to leverage  trust, emotions or feelings of control.

This entry was posted on Saturday, August 14th, 2010 at 12:58 pm and is filed under Examples, Psychographics, Service Innovation. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.