#BehavioralScience

Read more about the article Stop Asking Customers What They Want
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Stop Asking Customers What They Want

Let’s challenge the traditional CX mantra of “listening to customers”, shall we? This article does just that, by showing why customers often can’t predict what they truly want. Drawing on insights from behavioral science, decision-making biases, and iconic business examples like Netflix, Apple, and Starbucks, this article explains why observing behavior, designing around human psychology, and testing new ideas drive innovation. CX professionals will learn practical tools to uncover unspoken needs and build loyalty beyond surveys.

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Read more about the article The Peak-End Rule in Action: When a Good Ending Covers a Bad Beginning
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The Peak-End Rule in Action: When a Good Ending Covers a Bad Beginning

This article illustrates Daniel Kahneman’s peak-end rule through a real-life customer service story: wrongful charges on a credit card were overshadowed by a quick and positive resolution. This article examines how endings influence customer memory, why some companies may design journeys that capitalize on this bias, and what CX leaders should do to foster trust rather than masking poor practices.

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Read more about the article The Missing Metric: Why We Should Measure Emotion, Not Just Satisfaction
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The Missing Metric: Why We Should Measure Emotion, Not Just Satisfaction

Introducing the Emotional Impact Score (EIS), a new customer experience metric that goes beyond NPS and CSAT to measure how interactions truly make customers feel. Backed by behavioral science, emotional granularity, and the peak-end rule, EIS helps companies uncover hidden drivers of loyalty, reduce negative emotions, and design experiences that customers remember and return for. Learn more about it in this article!

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Read more about the article Who Moved My Customer?
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Who Moved My Customer?

In Who Moved My Customer?, Joao Pereira explores how customer behavior evolves faster than most companies can adapt. Using insights from behavioral science, nudge theory, and habit design, this article reveals why loyalty is a daily choice, not a lifetime guarantee. Learn how to spot early signs of customer drift, reduce friction, and keep your brand experience fresh so customers stay engaged before they wander to competitors.

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Read more about the article Experience Debt: The Hidden Tax You’re Already Paying
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Experience Debt: The Hidden Tax You’re Already Paying

Experience debt is the silent killer of customer satisfaction and brand loyalty. In this article, we explore how delayed decisions, neglected CX improvements, and friction-filled touchpoints quietly erode customer trust and employee morale. Backed by behavioral science, philosophy, and real-world insight, the piece highlights why experience debt accumulates, how it impacts business performance, and what companies can do to fix it. Learn how to identify emotional friction, reduce customer effort, and design a human-centric experience that’s both memorable and sustainable.

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