Neuroscience has uncovered six main


Neuroscience enhances our understanding of people, behaviour, motivation, decision-making and how we interact with each other.It’s no surprise then that the findings of neuroscience should be applied to so many different fields in our lives because virtually everything we do depends upon people, relationships, and interactions.The field of Customer Experience had emerged to ensure that a business’s customer service meets its customer’s expectations. You can see how this overlaps with behavioural neuroscience to bring businesses closer to their customers.In combination, these two fields are reshaping global business models, triggering a new wave of understanding of what it takes to deliver products and services, and creating a significant competitive advantage for organisations that quickly adopt the underlying principles. Neuroscience has uncovered six main principles that apply when considering how a customer interacts with a business and reaches a buying decision. These areWhat are customers doing during the buying process? They are deciding on a solution to a problem or fulfilment of a need: while this concept is not new, it is critical to define the intrinsic value that the customer is placing on a purchase and, when it’s a subconscious need, it can be difficult to define. If you keep asking yourself why the customer is buying, you will eventually define it.

The ‘buying experience’ has long been studied by marketers, but recent advances in neuroscience have provided a quantum leap forward in this field. New imaging techniques allow us to understand more than ever before about how the brain works when a customer arrives at a decision to buy.This is not only interesting for businesses; it will become a major differentiator in years to come. Those businesses that apply the findings of neuroscience to adapt their systems to more ‘natural’ models are more likely to succeed in the future. A key part of this is in developing memorable customer experiences.