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March 12, 2018

We realized that much of the waste produced by takeout was delayed. Many (most?) restaurants include in the “takeout kit” items such as plastic cutlery, salt & pepper tiny bags, ketchup etc. that are not necessary in the context of eating at home. Sure, if you’re eating in a hotel room you need these items, but if you’re eating at home, you have your own cutlery, plates and, better ketchup.

March 6, 2018

When it comes to sending emails to existing and prospective clients, clicks and engagement are the subjects of most discussions. And it makes sense. But what if an email can play an important role in the customers’ experiences without even being opened? It’s a bit counter-intuitive, I know. But here’s an example of such an email.

A bit of background information

Soon after my wife and I moved to the USA, we subscribed to Hello Fresh, a meal kit delivery service, and we’ve been using happily for abo...

March 6, 2018

Axiom: All Experiences End

Physical products have various life durations ranging from a few minutes (e.g. food) to thousands of years (e.g. buildings). Physical goods can outlive their owners (hence, there is the institution of inheritance). However, services and experiences end rather quickly relative to the clients’ life expectancy. All experiences end.

After an experience ends, it transforms into a memory.

The lay (naïve?) view on human memory is that people record facts and feelings in a simila...

February 26, 2018

Recently I was asked to join a project on improving the customer experience of waiting at an upper-end photo retailer. Naturally, waiting is not nice. Most often waiting is “dead time” – that dreadful experience of one wanting for a part of their life to go away (pass) as fast as possible.

When it comes to waiting, the guiding behavioral science principles are “empty time is a drag” and “make waiting time useful, interesting, not necessarily pleasant” – you want people to leave eventually.

Nonethe...

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