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Great customer experiences put the customer in control
Control is fundamentally important to us: we want to do things in our own time and in our own way, and we take exception to those encounters that force us to jump through hoops. By contrast, we appreciate experiences that are flexible, accommodating and leave us feeling in control. This chapter explores how we can maximise the customer’s feeling of control most effectively, without overloading them with choice.
I did it my way. FRANK SINATRA
We don’t just want to achieve our goals, we also want to achieve them our way. There is a sound psychological reason for this. The influential Self-Determination Theory developed by psychologists Edward Deci and Richard Ryan is one of many that ...
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