Using The Cognitive Science of Memory Shaping to Influence Great Brand Experiences

If you're aspiring to satisfy your customers, then you're aspiring to mediocrity. That's the premise of From Impressed to Obsessed, and new book by Jon Picoult. Jon explains why building customer loyalty requires leaving indelible positive impressions on everyone you work with – not just shaping their experiences, but also shaping their memories. The book explores the cognitive science behind great customer experiences, pinpointing the breakthrough, psychology-based strategies that both industry leaders (like Apple, Disney, Ritz Carlton, Nordstrom, and Southwest Airlines) as well as fast-growing startups (like BILT and Framebridge) use to shape people's perceptions and sculpt unforgettable impressions – thereby turning more sales prospects into customers, and more customers into obsessed brand ambassadors. In this interview we explore case studies, engaging stories, and eye-opening research, to illustrate how they can be applied to almost any type of business. No matter what kind of constituency you serve – customers or colleagues, individuals or institutions, employees or employment candidates – this conversation will help you do it with distinction.  You'll hear how the Peak/End rule and our recency bias influence memory, and how creating more effortless, emotionally resonant, and relevant experiences can increase customer referral and retention.