In this episode of Brainfluence, host Roger Dooley welcomes back Richard Shotton, a marketing expert with 23 years of experience working with major brands like Google and Mondelez. Shotton specializes in applying behavioral science to marketing and is the author of two books, including his latest, "The Illusion of Choice: 16.5 Psychological Biases That Influence What We Buy."

LIsteners will learn about the reliability of behavioral science findings in marketing, the power of precise numbers in advertising, and how to use psychological principles like the "generation effect" to make marketing messages more memorable. Shotton also discusses the importance of reducing friction in customer experiences while explaining when a little friction can actually enhance perceptions of quality. Throughout the conversation, he provides practical examples and insights that marketers can apply to improve their strategies and better understand consumer behavior.

Show Notes, Audio, Text, Resources: https://www.rogerdooley.com/richard-shotton-illusion-choice/

"Illusion of Choice" on Amazon: https://amzn.to/3WWgD2a

Richard Shotton specializes in applying behavioral science to marketing. He has worked in marketing for 23 years and helps brands such as Google, Mondelez and BrewDog with their challenges. He is the author of The Choice Factory, a best-selling book available in 15 languages, which explains how behavioural science can solve business challenges. His latest book, The Illusion of Choice came out in March 2023. He's the founder of Astroten, a behavioral science consultancy. In 2021 he became an associate of the Moller Institute, Churchill College, Cambridge University.

In this Brainfluence episode, we discuss some surprising customer experience findings from a Harvard Business Review study. Our guest, Mauro Carobene, VP and Global Head of Customer Interaction Suite at Tata Communications, sponsor of the study, joins me to share insights on how enterprises are managing and improving customer interactions today. Mauro notes that despite the high priority placed on improving customer interactions—emphasized by 94-97% of global CXOs and decision-makers—only a minority feel they are doing enough. Tune in as we explore the challenges posed by data silos, the evolving landscape of AI in customer service, and how businesses can leverage technology to provide faster, more useful interactions for their customers. He discusses the important role employee experience plays in creating positive customer interactions and highlights the transformative potential of AI and chatbots in enhancing efficiency and effectiveness.

Show notes, resources, links: https://www.rogerdooley.com/customer-interactions-hbr/

HBR Study: https://www.tatacommunications.com/press-release/nearly-6-10-say-their-businesses-arent-very-successful-at-consistently-delivering-positive-customer-experiences-finds-new-cx-survey/

Playlist - Full episodes: https://www.youtube.com/playlist?list=PLWpwOpolJGdKD3qDnQ6SPuXcGSI-WBo_4

Mauro Carobene is Vice President of Customer Interactions Suite at Tata Communications. He joined Tata Communications as part of the Company’s Kaleyra acquisition, where he was the Chief Business Officer. In the last 25+ years, Mauro has held a number of executive roles in the Software/Telecom Industry in companies like DigitalRoute, Comptel and Nokia. Mauro has also served on multiple boards/advisory boards as a telecom software industry expert.

In this episode of Brainfluence, Roger Dooley sits down with Scott Rick, author of "Tightwads and Spendthrifts," to delve into the psychological forces that shape our spending behaviors. Are you a tightwad who feels pain with every purchase or a spendthrift who can't resist a good deal? Scott Rick explains how these financial tendencies are formed, their impact on our happiness, and how they affect our relationships.

Listeners will learn about the "tightwad-spendthrift scale" and the psychological mechanisms driving these behaviors. Scott discusses the concept of "categorical thinking" and its influence on spending decisions, as well as the difference between frugality and tightwaddism. The conversation also covers demographic trends, the role of opportunity costs, and strategies to find a balanced approach to spending.

Tune in to discover where you fall on the spectrum and gain practical tips to manage your financial habits better. Whether you're looking to understand your own spending patterns or seeking advice on achieving financial harmony, this episode offers valuable insights for everyone.

Show notes, resources, links: https://www.rogerdooley.com/tightwad-spendthrift-scott-rick/ Book at Amazon: https://amzn.to/3z7Ep31

Scott Rick is a renowned author and behavioral scientist specializing in consumer financial decision-making. He is the author of "Tightwads and Spendthrifts," a book that delves into the psychological drivers behind different spending behaviors. Scott holds a Ph.D. in Behavioral Science and Marketing from Carnegie Mellon University and is a faculty member at the University of Michigan's Ross School of Business. His research focuses on the emotional and cognitive factors that influence consumer behavior, offering valuable insights for both individuals and businesses.