Why is it that customers are more attracted to your competitor than to you?  What makes your target market choose them when the products that both of you offer are so similar?  I mean, what makes a consumer choose one toothpaste over another?  The answer lies in the brain.  (The picture on the left shows neurons communicating in the brain).

If business leaders could figure out what takes place in the human mind that makes us likely to choose one brand rather than other available brands of the same product, wouldn’t this insight place them in a powerful position?  Wouldn’t you like to know what goes on inside your customer’s head when he or she sees your company logo or product, or experiences your service?  Wouldn’t you like to know what changes you need to make to get your brand to be noticed by many more people?

With strides in the field of neuro-marketing, through the likes of Martin Lindstrom, business leaders can gain greater understanding of the workings of the brain, thus the mind of the customer.  Knowing that our minds have filters that filter out a great deal of information that we believe is irrelevant, how do you open up the filters in the minds of your customers so that information about your company can reach into the inner recesses of your customers’ minds.

It is also generally known these days that people rarely do as they say they do.  Their purchasing behaviour is driven by sub-conscious needs, thoughts, motivations, desires and feelings every day.  How can we discover what these are in a way that benefit both the customer and the supplier?

When our minds are focused on a particular issue, there is a rush of blood to the particular part(s) of the  brain involved in that process.  While university laboratories have access to equipment that can detect the flow of blood to the brain, and exactly what parts in the brain the blood flows to, marketing executives tend not to have these types of tools. So we rely on what neuro-marketing research tells us.

Of key importance is the fact that emotions play a powerful role concerning where the blood in the brain will rush to, and exactly how much.  When something is of value, it is encoded in our brain with certain emotions, and being emotionally engaged allows the blood rush and influences our decision-making.

This explains why it is so important to positively engage your customers, and so build a history of pleasant, strong emotions and positive associations with your brand over time.

George Loewenstein, a behavioural economist from Carnegie Mellon University explains: “Most of the brain is dominated by automatic processes rather than deliberate thinking.  A lot of what happens in the brain is emotional, not cognitive.”

Customer-Mind can help you design service experiences for your customers that are created with the specific intent to stimulate the right part of your customer’s brain, and lock in the memory of your company or products in their mind.

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