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Using Behavioral Science to Improve Customer Service

Over the years, I have read several articles on using what is known about human behavior to improve customer satisfaction.  I am surprised that more companies have not adopted this approach to create a better service experience.  Based on research done in a health care environment, a new article appearing in the McKinsey Quarterly highlights how behavioral science can be effectively used to create better patient experiences.  While the research was conducted in healthcare, I suspect that many of these actions apply to some industries.  I want to translate some of their actions into what they may mean in an industrial service setting.