We’re seeing a shift in the value of service in retail. While the purchase of a product is an isolated event, the service endures - think 20/80. When we think about it like that, designing service with behavioural psychology in mind is really quite untapped.

The 20% is I find it, I add it to basket, I buy it, I receive it (or not), I use it.

The 80% - the service and support, is the packaging that sits around the product. Without getting that right, driving trust and confidence, and meeting/delighting their service expectations, then we can’t expect them to come back again.

They become a purchaser, not a committed customer.

How can we use BeSci to drive certainty throughout the purchase journey to reduce them needing helping and support? How are we giving confidence?

And that’s all the way from when they think about purchasing with us, through to using the product and re-engaging with us.