Customer Science
This podcast is based on The Customer Science Handbook by Alexander Chernev, professor of marketing at the Kellogg School of Management at Northwestern University. Drawing on decades of research in psychology, behavioral economics, and marketing, it examines the forces that shape customer behavior and offers a systematic approach to creating transformative customer experiences.
- Update frequency
- every day
- Average duration
- 22 minutes
- Episodes
- 46
- Years Active
- 2025
Identity Triggers
Identity triggers focus on consumers’ need for self-expression, status, and personal values, making them the most personally relevant of all triggers. This episode explores status-based triggers like…
Designing Meaningful Triggers
This episode explores the foundational role of unmet needs in driving customer behavior and decision-making. It introduces a hierarchy of customer needs—utilitarian, emotional, and identity—and expla…
Thinking Fast and Slow
This episode explores the dual-system theory of human cognition, distinguishing between the fast, intuitive System 1 and the slower, analytical System 2. It highlights how most decisions are subconsc…
Utilitarian Triggers
Focused on practical needs, this episode discusses how utilitarian triggers motivate behavior by emphasizing functionality and financial value. It contrasts functional triggers (like those used by Ti…
Drawing Attention
The episode discusses how attention—our selective gateway to perception—determines which information is processed and remembered. It breaks down the physical and psychological triggers that attract a…
Managing the Customer Experience: From Intuition to Science
This episode introduces a science-based approach to managing customer experience, contrasting it with traditional reliance on intuition and personal judgment. It outlines the seven stages of the cust…