The other day, while browsing the MIT Sloan Management Review, I stumbled upon an article that caught my attention. Paul J. Zak, in “The Neuroscience of Customer Experience”, unveiled concepts that, without knowing it, resonated deeply with what we do at woku.

The brain behind the experience

Zak introduces the concept of “immersion”, a neurochemical state where the brain is so deeply involved that the experience becomes unforgettable. Does that sound familiar to you? At woku, even though we don't directly measure brain activity, we capture something equally valuable: an interpretation of emotion at the right time.

Imagine this: a customer has just interacted with your service. In that instant, woku jumps into action, capturing his opinion in a text or audio. It's like taking a snapshot of the customer's brain, just when the experience is at its freshest. This happens because at woku we analyze the sensitivity of the review, if it is a (positive) recognition of the service or product or contains an opportunity for improvement (negative).

Beyond words†

Zak points out something fascinating: our deepest emotions often elude conscious articulation. At woku, this translates into our text sensitivity analysis. We don't just read what customers say, but how they say it. Are they upset? Grateful? Neutral? Sometimes, the tone says more than the words themselves.

Emotion as a bridge†

Neuroscience confirms that emotion is the key to forging lasting connections. At Woku, even though we don't measure oxytocin or cortisol, our focus on capturing feedback at the right time brings us closer to that neuroscientific ideal: to truly understand how our customers feel.

A Glimpse Into the Future†

Reading Zak made me think: What if we could combine the best of both worlds? Imagine a tool that not only captures feedback in real time, but also provides neuroscientific insights. We could be on the verge of a revolution in the customer experience.†

The Power of Validated Intuition†

This article was an amazing reminder: sometimes, science doesn't just validate our intuitions, it pushes us to explore new horizons. At woku, we've always believed in the power of the right moment and authentic emotion. Now, neuroscience gives us a boost and challenges us to go further.

References

Zak, P.J. (2022, April 13). The neuroscience of customer experience. MIT Sloan Management Review. https://sloanreview.mit.edu/article/the-neuroscience-of-customer-experience/