Paul Zak - the neuroscience of amazing experiences.
“People lie.” That is Paul Zak’s response to the traditional survey style ways in which we measure the success of immersive experiences. But what if there was a way to tap into the subconscious and measure what we are ACTUALLY feeling?Paul Zak, a world-renowned scientist, was one of the first people to integrate neuroscience with economics to create a new discipline of “neuroeconomics”. He is best known for his work around trust and immersive experiences and an author of the best-selling books Trust Factor and The Moral Molecule. In this episode, Paul talks about the future of building predictable immersive experiences for our customers. We discuss the correlation between how customers “feel” in an experience and what is going neurologically for them during that experience. Paul then goes on to introduce us to the new frontier of experience tracking. He walks us through his pioneering technology that can take the guesswork out of measuring the engagement during experiences. He also gives us some actionable insights that he has gained from his clients who have implemented this technology. This episode is a must for anyone curious about how to maximise their marketing efforts by tapping into neuroscience of customer experience.Take away points:Consumers want amazing experiences.It is the connection, it’s the caring that drives marketing. Importance of clever use of technology in creating best customer experience and emotional connection.Importance of gaining the trust of your customers.Psychological - need sufficient bandwidth to trust a personHire for self-management, not for culture fit. People cannot immerse themselves in a training for more than 20 minutes, no matter how good it is.Immersion of data affects the flow of the brain. Use intuition and technology to create amazing experiences for people around us.Notable Quotes:“Create a brand love, a connection and genuine experiences to your customers.”“Emotions play an integral role in marketing”“The real pleasure in writing comes from revision, polishing that makes it beautiful”“Build a company with employees that share the same passion with your customers.” “Peter Drucker : An organisation's first responsibility is the employees because they create the values. “Get connected with Paul ZakGetImmersion.comBooksThe Experience Economy by B. Joseph Pine II and James H. GilmoreOn Writing by Stephen King