#theh2hexperiment

Read more about the article How Habit, Not Loyalty, Drives Repeat Business in CX
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How Habit, Not Loyalty, Drives Repeat Business in CX

This article explores how behavioral science and neuroscience explain repeat customer actions. It challenges the myth of customer loyalty by revealing how default settings, cognitive biases, and habit loops drive behavior more than brand love or emotional connection. Backed by research from McKinsey, Harvard, and behavioral economists like Thaler and Sunstein, the article provides actionable strategies for customer experience (CX) leaders to design smarter defaults and frictionless journeys that create true stickiness. #HumanExperience , #CustomerBehavior , #Nudges , #BehavioralScience , #CXDesign , #TheH2HExperiment , #CustomerExperience , #DefaultBias , #cx

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Read more about the article Psychological Safety in the Workplace and How it Can Impact CX
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Psychological Safety in the Workplace and How it Can Impact CX

This article reframes psychological safety as a biological and nervous-system-driven state rather than a cultural slogan. Drawing on neuroscience, Polyvagal Theory, emotional contagion, and leadership psychology, it explains how a leader’s emotional regulation directly shapes team behavior, decision-making, and customer experience. Learn why comfort is not safety, how internal fear leads to broken promises, and what leaders can do to create environments where truth, trust, and great CX can emerge. #HumanExperience #HX #Leadership #PsychologicalSafety #CustomerExperience #MakeWorkHuman #TheH2Hexperiment

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Read more about the article The 7 Conversations Every CX Leader Must Have Monthly
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The 7 Conversations Every CX Leader Must Have Monthly

This article presents the seven monthly conversations every CX leader must have to build alignment, reduce friction, and strengthen customer experience across the organization. Covering leadership, operations, marketing, sales, support, HR, and product, it offers practical agendas, scripts, and real-world questions to ensure consistent messaging, faster decisions, employee alignment, and a unified human-centered customer strategy. Perfect for CX leaders who want a tactical, actionable framework for cross-functional collaboration and trust-building.

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Read more about the article The Choice Overload Syndrome: Why Too Much Freedom Feels Like Chaos
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The Choice Overload Syndrome: Why Too Much Freedom Feels Like Chaos

The Choice Overload Syndrome explores how too much freedom in customer experience leads to cognitive fatigue and emotional disconnection. Drawing on Barry Schwartz’s The Paradox of Choice and research from McKinsey, Forrester, Qualtrics, and Harvard Business Review, this piece shows how overchoice reduces satisfaction, trust, and loyalty. Learn how brands can use behavioral science and experience design to reduce decision fatigue, guide customers intelligently, and replace complexity with clarity.

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Read more about the article The Forgotten Customers
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The Forgotten Customers

Joao Pereira highlights the hidden risk of the “silent middle” in customer experience — those who neither complain nor praise. This article explores the psychology of disengagement, why silence signals indifference rather than satisfaction, and offers concrete tools for CX leaders to detect and re-engage forgotten customers before churn happens.

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Read more about the article Why Boredom is the Silent Killer of Customer Loyalty
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Why Boredom is the Silent Killer of Customer Loyalty

This article explains why boredom, not dissatisfaction, is the real driver of customer churn. Drawing on behavioral science concepts like novelty bias, the hedonic treadmill, and Kahneman’s peak-end rule, this article shows how indifference erodes loyalty more quietly than bad experiences. With practical tools, a fictional airline case study, and strategies for designing surprise, meaning, and emotional resonance, CX leaders learn how to fight boredom and keep customers engaged.

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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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