Summary of Don't Listen To Your Customers - Do This Instead | Kristen Berman | TEDxBerlin

00:00:00 - 00:15:00

Kristen Berman's TEDx talk discusses the importance of using data to understand customer behavior in order to create more effective products and services. She argues that this approach is more effective than relying on customer questions alone, and that it can lead to happier, healthier and wealthier customers.

• 00:00:00 Kristen Berman discusses how the default retirement savings plan for employees in companies on the right is automatically enrolled, while those on the left have to fill out a form themselves and start saving for retirement. Behavior scientists study how people say they will do things and how they actually do them, and find that most organizations today design products based on what customers say they will do, rather than what they actually do. A problem is that this approach is not working, as financial providers don't help people with overspending, health care providers don't help with overeating, and social media doesn't help with connecting. Berman presents a sneak peak into her work, which is to unpack why people say they will do things and how to actually understand behavior and build solutions that help people be happier, healthier, and wealthier.
• 00:05:00 In this TEDx talk, Kristen Berman discusses the importance of customer service and how it's often forgotten. She discusses how people often answer questions about their past behavior without thinking about the implications it has on the accuracy of their future reports, and how asking people why they do something is often misleading. Berman provides examples of how these issues can lead to problems with customer service, and recommends that businesses focus on customer satisfaction rather than customer accuracy when designing surveys.
• 00:10:00 Kristen Berman discusses behavioral design, which is a process that uses insights from the field of behavioral science to inform design decisions. Behavioral design is a three-step process that first does a behavioral diagnosis, which is a map of every single step and action somebody must take to get to the desired outcome. Then, it identifies psychological biases at play when making a decision, and lastly, it studies what people do and not what they say. Berman's talk highlights the importance of behavioral design and how it can be used to create meaningful behavior change in various domains.
• 00:15:00 Kristen Berman discusses the importance of behavioral design, or the use of data to better understand customer behavior in order to create more effective products and services. She points to studies demonstrating that this approach is more effective than relying on customer questions alone, and that it can lead to happier, healthier and wealthier customers.