This CX shift changes everything.
Plus a sneak peek at my new book.
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You’ve done everything right.
Mapped the customer journey. Tuned up every click. Watched the metrics roll in.
But something still feels… off.
Customers hesitate.
NPS stays stuck.
People leave the experience frustrated or just checked out.
I’ve been there too.
Once, I tried canceling a subscription. Should’ve taken two minutes.
Instead?
Twenty minutes. Two support loops. A hidden button that felt like a trap.
By the end, I wasn’t just annoyed—I was over it.
Done with the brand, for good.
The issue wasn’t the interface. It was the intent.
That flow wasn’t made for people. It was made for control.
And that’s when it hit me:
Most CX strategies leave out one critical ingredient.
When Logic Isn’t Enough
Most CX strategies are built around logic.
You’ve got your funnels. Your dashboards. Your clean, linear journeys.
All of it makes sense. On paper.
But your customers?
They’re not spreadsheets. They’re people.
They’re distracted. Emotional. Busy.
And they don’t move in straight lines—they zigzag, stall out, jump around.
Here’s where things go sideways: when you design for logic, but your customer’s experience is emotional.
Even a beautifully optimized flow can fall flat if it doesn’t feel right.
Want proof? Let’s talk JCPenney.
Back in 2011, they ditched coupons and switched to “everyday low prices.”
It made total sense—cut the gimmicks, offer transparency. Simple, right?
Except… customers hated it.
Turns out, people didn’t just want a discount—they wanted the feeling of getting a deal.
No coupon? No dopamine hit. No win. No reason to stay.
Sales tanked. Loyalty evaporated. And the CEO? Gone in a year.
The problem wasn’t the logic.
It was forgetting how people feel value—not just calculate it.
That’s why behavioral psychology matters.
Behavioral Design in Action
The smartest CX teams aren’t just tracking behavior—they’re shaping it. They design with the brain in mind. And the results speak for themselves.
The Duolingo Hooks
Ever wonder why people log into Duolingo every day like it’s a habit they can’t quit?
It’s not because they’re obsessed with verb conjugation.
It’s because the app is designed to hook into our brains.
Endowed progress: That little streak bar makes you feel invested.
Variable rewards: Surprise badges keep you curious.
Loss aversion: Missing a day? Feels worse than finishing one feels good.
This isn’t just “gamification.”
It’s psychology in motion—design that works because it aligns with how people are wired.
The Peak-End Rule at Enterprise
There’s a principle in psychology called the peak-end rule—people remember experiences by the most intense moment and the ending.
Enterprise Rent-A-Car nailed this.
They couldn’t get rid of long wait lines.
But they introduced a smart move: The Enterprise Pause:
Partway through the rush, they’d open a new counter and help the next few customers quickly, with extra care.
That moment of relief? It rewired how people remembered the entire wait.
Same wait. Totally different memory.
How to Start Designing with Psychology in Mind
You don’t need a psychology degree. You just need to think a little differently.
Start here:
Map emotional moments: What’s your customer feeling before, during, and after each key step?
Make the ending count: Use the peak-end rule—close with something positive and memorable.
Look at your friction: Is it efficient, or just cold and confusing?
Spot invisible blockers: Things like decision fatigue, too many choices, or missing feedback loops quietly kill conversions.
Even tiny tweaks—a better word choice, a more thoughtful support message—can make a big difference.
What This Means for You
So what’s the takeaway here?
If your customer journey looks great—but people still drop off, stall out, or feel nothing at all—this is probably why.
Because here’s the thing:
Just because a flow is “frictionless” doesn’t mean it feels good.
Just because the dashboard shows drop-off doesn’t mean it tells you why.
And just because the journey works on paper doesn’t mean it works for people.
At the end of the day, your customers aren’t robots.
They’re human.
They hesitate. They get overwhelmed. They decide with emotion first, logic second.
And that’s exactly where behavioral psychology makes the difference.
It helps you fill the gap between what makes sense—and what actually works.
When you design for how people really think, feel, and act?
That’s when your CX starts to feel less like a funnel—and more like a conversation.
Sneak Peek: The Psychology of CX 101
I’ve been building something I wish existed when I started in CX. And it’s almost ready to release.
It’s called The Psychology of CX 101: Why Your Customers Act the Way They Do—And What You Can Do About It.
Inside, you’ll find:
101 psychological principles you can apply directly to your customer experience
Real examples from brands you know
The behavioral science behind why customers really act the way they do
Clear, usable tactics to apply to your own journeys
Want a peek at the first 10 principles?
Just reply “Psychology” and I’ll send them over.
Let’s stop guessing. Let’s design for how people actually behave.
What Successful CX Leaders Do on Sundays
DCX Links: Six must-read picks to fuel your leadership journey delivered every Sunday morning. Dive into the latest edition now!
👋 Please Reach Out
I created this newsletter to help customer-obsessed pros like you deliver exceptional experiences and tackle challenges head-on. But honestly? The best part is connecting with awesome, like-minded people—just like you! 😊
Here’s how you can get involved:
Got feedback? Tell me what’s working, what’s not, or what you’d love to see next.
Stuck on something? Whether it’s a CX challenge, strategy question, or team issue, hit me up—I’m here to help.
Just want to say hi? Seriously, don’t be shy. I’d love to connect, share ideas, or even swap success stories.
Your input keeps this newsletter fresh and valuable. Let’s start a conversation—email me, DM me, or comment anytime. Can’t wait to hear from you!
— Mark
www.marklevy.co
Follow me on Linkedin
Thanks for being here. I’ll see you next Tuesday at 8:15 am ET.
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