How to Use the Framing Effect to Improve Customer Experiences

What is the framing effect?

The framing effect has nothing to do with picture framing (picture framing…is that still a thing?). The framing effect is actually a mental shortcut where we make decisions based on how information is presented, rather than the information itself. It's a type of cognitive bias that can be influenced by positive or negative wording, the situation and the settings we find ourselves in.

Here's the gist of it:

• Presentation matters: The way you present choices can influence which option someone picks, even if the actual outcome is the same.

• Loss aversion: People generally dislike losing something more than they enjoy gaining something. Framing that capitalises on avoiding losses can be more persuasive.

• Positive spin: Phrases that emphasise gains or positive outcomes can be more attractive to customers.

So how does the framing effect impact customer experience?

Well, surprise surprise, if as an organisation, we create a setting that unintentionally, is non-conducive to the customer experience, customers will not behave as we ideally would like them to.

Let’s look at some examples:

If you’re a customer sitting in a restaurant and the lights are bright, the music is loud and the waiter is whizzing around from table to table you might be unlikely to stay for dessert. Not because the customer experience is considered bad necessarily, but because the setting triggers your bias that this isn’t the ideal place to be.

Or,

If you call a contact centre to undertake a task and they advise you “I’m sorry, I can’t do that for you, you need to do that yourself using the app” you might not feel best pleased that you’ve taken the effort to call and you’re being told they can’t assist. Again, this customer experience might not be considered bad but the negative language and framing used, don’t support a positive experience.

Whereas, if in the restaurant example, the atmosphere had a nice ambience and the waiter was kind and attentive, even if you were full to the brim you might be tempted t

o stay for dessert. And in the call centre example, if the agent framed using the app as being beneficial to you (i.e you can manage your account in your own time, at your own convenience without the need to call in the future) then you might have left that interaction feeling supported and empowered.

There are so many ingenious ways to use the framing effect to improve customer experience, so let’s take a look at how.

How to use the power of the Framing Effect

The framing effect is a powerful tool in your customer experience (CX) toolbox. By understanding how customers perceive information, you can nudge them towards a more positive experience. Here's how to leverage framing to improve CX:

1. Focus on Benefits, Not Features: People care more about what your product or service does for them than the technical specs. Frame your communication around the benefits that solve customer problems and improve their lives. For instance, instead of saying "Our software has a 99.9% uptime guarantee," say "Work confidently knowing our software is reliable - you'll almost never experience downtime."

2. Highlight Gains over Losses: People are more sensitive to avoiding losses than acquiring gains. Frame your message to emphasise what customers will gain by using your product or service. For example, instead of saying "Our security system can prevent 80% of break-ins," say "Protect your home and give yourself peace of mind with a security system that deters most break-in attempts."

3. Offer Choices with Decoy Effect: The decoy effect uses a carefully placed unattractive option to make another option seem more appealing. This is particularly useful with tiered pricing structures. For example, offer a basic, a premium, and a "pro plus" plan. The "pro plus" may have extra features most won't need, but it makes the premium option seem like a better value compared to the basic plan.

4. Emphasize Positive Outcomes: People are more likely to take action if they believe the outcome will be positive. Frame your communication to showcase the positive results customers can achieve. For instance, instead of saying "This course requires 10 hours of commitment," say "Invest 10 hours in this course and gain the skills to advance your career."

5. Use Positive Language: The words you choose can significantly impact perception. Frame your communication with positive language that emphasises value, ease of use, and success. For example, instead of saying "We don't offer refunds after 30 days," say "We're confident you'll love our product. You have a full 30 days to try it risk-free."

6. Consider your setting: A study was undertaken in the 90’s regarding the impact of background music on total sales in a wine store. It highlighted that classical music led to customers buying more expensive items. This is just one example that demonstrates how influential the situation and setting are to the way a customer behaves, and those organisations that intently design customer experience, are those who use this kind of insight to influence the experience. (The Influence of Background Music on Shopping Behavior: Classical Versus Top-Forty Music in a Wine Store, Charles & Kim 1993)

In summary

By strategically framing your communication and by deliberately designing your experience, you can guide customers towards a more positive experience and build stronger relationships. 

Remember, framing is a nudge, not a force. Always be transparent and provide accurate information, but use the power of framing to make your CX shine.