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
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…
The Power of Associations
This episode dives into how mental associations shape beliefs and influence decision-making via two primary routes: central (analytical) and peripheral (automatic). It explains how marketers can crea…
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…
Triggers as Action Drivers
This episode examines how triggers—both internal and external—activate dormant customer needs and drive action. It distinguishes between physiological and psychological triggers, as well as situation…
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…
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…