“The Psychology of Customer Experience” will teach designers, marketers, and business leaders the essential psychological mechanisms that drive a customer’s experience and help them master persuasive design techniques
Sarasota, Fla. – February 20, 2014 – Orchestrating a great customer experience is a process that begins by visualizing customers’ emotional and psychological needs to ensure that their experience with a product or service at every touchpoint goes beyond mere delivery of features and benefits and promotes loyalty and personal connection with a brand. On Thursday, March 6, internationally renowned service design pros Jürgen Tanghe and Kendra Shillington will host a one day workshop in Sarasota that will train business leaders, marketing professionals, and designers in the process of designing exceptional customer interactions, based on the latest insights in design methods and behavior science.
“The Psychology of Customer Experience” is a deep dive course that will teach how to design for behavior change using digital channels and leveraging the most influential persuasive design techniques. Attendees will learn how technology opens doors across all sectors – to engage new customers, influence their attitudes, and ultimately change their behavior.
“From websites to mobile phone software, the evidence is all around us now: Persuasive technology is part of our ordinary experience,” said Jürgen Tanghe, service design and customer experience leader at Crossroad Consulting in Mechelen, Belgium. “Insights from fields like behavioral science and cognitive psychology help us better understand how people think, make decisions and why people behave the way they do. As designers, marketers, and innovators, we can apply this knowledge to improve the design of our products and services, influence customer behavior in the best possible way, and ultimately improve people’s lives.”
The workshop will be held from 10:00 a.m. to 5:00 p.m. at the Hyatt Regency Sarasota. Attendees will learn
- the essential psychological mechanisms that drive a customer’s experience
- how to identify the serviceable moments in a customer journey that will influence their behaviors
- when to apply the essential tools and methods for designing meaningful service interactions
- the top insights into human behavior found in game design, neuroscience research, behavioral economics, and others
- several examples illustrating the concepts taught from business and social arenas
- a case study on applying behavior design in customer experience.
The workshop is open to all but will be most relevant for business leaders, entrepreneurs, marketing professionals and designers from all disciplines, but user experience, user interaction, product, and service designers in particular.
“The internet, social media, and mobile devices have given consumers power to share their experiences with brands like never before,” said Kendra Shillington, senior associate at DesignThinkers Group. “Given that a company’s products and services are being evaluated constantly and publicly, it’s imperative that organizations exhibit greater understanding of and empathy for their customers, comprehend the essence of human behavior, and learn design methods they can employ to differentiate themselves in digital environments.”
Discounts are available for students and groups of 2 or more. For more information and registration, click here.
About the Presenters
Jürgen Tanghe is co-founder of Kite, and now Service Design and Customer Experience Leader at Crossroad Consulting, located in Mechelen, Belgium. He advises and coaches service companies on change and innovation of their digital and human interaction with their customers.
Jürgen is fascinated by the predictable irrationality of human ehavior and the synergetic relationship between Business Strategy & Design, holds a degree in Psychology and is a Columbia Business school Alumni.
Kendra Shillington is a Senior Associate at DesignThinkers Group, and has been shaping experience design for over 10 years with emphasis on multi-channel service design, brand development, behavior science, organizational health and user research. She is trained in a multitude of methods to introduce new innovation competencies into organizations, instilling creative cultures and ways of working in order to deliver better solutions.
Kendra strives to help organizations adopt techniques that focus on a Human Centered Vision, prioritize service driven efforts and eliminate turf wars that threaten the quality of work. Her mission is to instill the value of people back into business.