Customer Success Talks Unlocking Customer Decisions: Behavioral Economics with Melina Palmer
May 28, 2025
Melina Palmer, an applied behavioral economist and author, dives into the world of decision-making with insights from her podcast, The Brainy Business. She discusses the subconscious role in our daily choices, emphasizing how 35,000 decisions are influenced before we even realize it. Melina shares practical communication techniques like reframing language to enhance engagement and influence customer behavior. She also highlights the importance of testing messaging strategies to better resonate with audiences and drive customer loyalty.
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Subconscious Drives Decisions
- The subconscious brain processes most decisions quickly and automatically, shaping most buying behaviors.
- Conscious reasoning differs from actual behavior, so understanding subconscious drivers improves prediction of customer actions.
Too Many Calls-to-Action Backfire
- Customer success managers often send too many calls-to-action, overwhelming customers.
- Observing customer cues like body language during calls helps determine when to stop and prioritize communication.
Reframe for Communication Impact
- Use simple reframing techniques to enhance communication impact like changing "if" to "when" and "anyone" to "everyone".
- End communications with thoughtful questions to prompt responses and engage subconscious decision makers effectively.
