Customer-centric Marketing: 5 more takeaways on consumer behavior from researchers and strategists [Part II]
MarketingSherpa Summit 2017 will be here before you know it, and our team is hard at work planning the agenda, with a special emphasis on customer-centric strategies and approaches.
As we select our keynotes, the team has conducted in-depth research and gained some interesting takeaways from both academic and marketing practitioners. We highlighted the first five takeaways earlier this week, and we have five more thought-proving insights again for you today.
Takeaway #6. Build habit forming products
Many of the products we use in our daily routine have influenced our routines.
Nir Eyal, author of best-selling book Hooked: How to Build Habit-Forming Products, has identified a design pattern in habit forming products. He describes this design pattern, “the hook,” as “an experience designed to connect the users’ problems to your solution with enough frequency to form a habit.”
The hook is comprised of cycle of triggers, actions, rewards and investments. The triggers can be internal or external, but must evoke motivation to act.
For instance, customers need to anticipate the reward for their action or they will not engage. The more involved a customer becomes with a product, the more likely he or she will develop a loyalty to the product.
Nir explains, “Products that create successive cycles through the hook help customers’ preferences, tastes, and habits develop.”
This engagement is what makes these products better, it’s not necessarily the quality of the products.