Why Social Behavior Trumps Social Technology
When you’re trying to create a great customer experience, understanding how technology and social media are changing buying behavior is important. But it’s not as important as understanding social behavior—the underlying human actions and emotions behind the decision to buy. To craft a great customer experience, you have to understand the Six Principles of Influence—including:
1. Social proof. Customers in the early buying stages look to others (the crowd) to see what’s popular; they get ideas based on what others are doing.
2. Authority. Drilling down a bit further, customers seek reviews, comments and other opinions from “authority figures” (whether those are professional reviewers or just other shoppers like them) to weed through product options.
3. Liking. All other factors being equal, people will buy based on liking your business, you, or the friend or colleague who recommends your product or service to them.
While technology is changing how we buy, the ways we’re influenced haven’t changed much since our grade-school days. Take advantage of customers’ innate social behavior by providing the kind of customer service, customer engagement and customer interaction that gets the crowd to like and trust you and, just like the popular kid on the playground, you’re one step closer to making the sale.
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