Category Archives: Jurek’s Blog

The way you present information matters

Which would you find more frightening: undergoing a major surgical procedure that has a 95 per cent survival rate or one that causes death in one out of 20 patients? If you are like most people, you would find the latter statistic far more worrisome, even though mathematically the two statements are the same. The…
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Make it easy for the customer

On a recent trip to Sydney with my wife Gwen, we stayed in an apartment off Hyde Park. Pleasant surroundings, convenient location, comfortable room but… an unnecesarily frustrating experience each time we used the lift. They had a key tag system that you had to swipe sideways next to the lift buttons. On the first…
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Oh, the places you’ll go

The first time I was clobbered with cancer, eleven years ago, a friend who had also been through cancer treatment gave me what I thought was a strange present. It was the Dr Seuss book, Oh, the places you’ll go. She probably noticed my puzzlement and assured me that she’d taken a fair bit of…
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Slow down, you’ll go faster

This article was written by Bill Marvin for restaurant operators. It’s a theme you will recognise from recent posts. Picture some of the restaurants you know and think about the application of Bill’s advice. I’m sure you will find it to be a useful exercise. Over to Bill Marvin: Mid-February onwards is when many restaurant…
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Bringing humanity back to air travel

Sitting on a 5 hour flight from Sydney to Perth recently I was thinking about the importance of design in shaping the customer experience. We were in economy class on a full flight. I had thought of treating Gwen and myself to business class but Qantas wanted $2,400 each, one-way for the privilege and that…
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A little unexpected gets your signage noticed

When the message on your sign is a little unexpected it is far more likely to be noticed and read. Wilson’s boutique brewery in Albany, Western Australia do this well with a sign they have at their counter. It originally said: ‘Parents are held responsible for damage caused by children’. As you will see in…
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Influencing people to change their behaviour

I love the way that some people have the capacity to make the complex seem simple and easier to grasp. Behavioural economist and author Bri Williams is one of those people. She uses a challenging car emissions issue in the Norwegian capital, Oslo to explain her 4 part model. I’ve included the diagram and a…
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The Dangers of Memorable Service

Ask people to come up with a recent example of poor service and they will have no trouble coming up with one, two or more. Ask them to come up with a recent example of good service and many will struggle to think of one. Does this mean that we get a lot more poor…
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What if your product/service is bland or uncomfortable to talk about?

How do you stimulate word-of-mouth about your business if it is perceived as being boring, bland or uncomfortable for people to talk about? That’s a challenge that many of our clients feel they have. Well, what if you sold urns for people and for their pets’ ashes? That would be a challenge to talk about…
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Robert Cialdini’s 6 principles of influence and persuasion

In a recent post, the first piece of cake and an earlier post, Tactics to help customers remember why they chose you I referred to Robert Cialdini's 6 principles of influence and persuasion. Here they are:   1. Reciprocation We feel obligated to return favours performed for us.   2. Authority We look to experts…
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