Prime Reading: Fascinate – Your 7 Triggers to Persuasion and Captivation

What triggers fascination, and how do companies, people, and ideas put those triggers to use? Fascinate: Your 7 Triggers to Persuasion and Captivation by Sally Hogshead explores why you are captivated by some people but not by others.  The book describes how fascination is the most powerful way to influence decision making.  And it all starts with seven universal triggers:  lust, mystique, alarm, prestige, power, vice, and trust.

Provided below are 5 customer experience takeaways from the book.

  1. Smile – While we think of a smile as an important visual cue, some researchers believe that the smile originated as an aural cue. When we smile, it raises the pitch of our voice, which is perceived as less dominant and more approachable.  A smile communicates friendliness and a desire to bond.  Whether in person or on the phone, a smile is an important part of every customer interaction.
  2. Feelings – While rational thinking is important, don’t forget the effect of feelings.  As Maya Angelou remarked, “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”  Good customer service is about more than going through the motions.  What matters is how you make your customers feel.
  3. Body Language – According to communications coach Nick Morgan, within spoken communication, audiences draw 55 percent of communication cues from the visual (body language), 38 percent from the tone of the voice and only 7 percent from the actual words used.  If the words, body language or tone of voice don’t match, customers disregard your words.  Following a script or saying the right words is not enough.  Trust is built through your words and body saying the same thing.
  4. The exposure effect – The more we’re exposed to something or someone, the more we trust it.  This is called the “exposure effect.”  This is why we like a song more after hearing it a few times and why we are more comfortable around friends than strangers.  Customers like a brand the more they use their products and the more they interact with the company.  The effect is more profound in human relationships.  Customers who frequently visit a branch or talk to a live phone representative develop stronger feelings about the company and have higher levels of satisfaction and loyalty.
  5. Consistency – Consistency is the cornerstone of a reputation built around trust. Predictable behavior helps to build a reputation.  People make trust judgments based on comparisons to past experiences.  If your success relies on trust, you need to deliver what people expect.  Brands that we consistently trust are those that fulfill expectations.