SH!TIFICATION or the Tendency to Fix the Wrong Things
DOI:
https://doi.org/10.37435/NBR-20-0017Keywords:
Shitification, nudge, chocolate, GPS, CX, ego, neurosciencesAbstract
Abstract
When facing crucial decision-making, many managers tend to fix the wrong
things, leading to a SH!TIFICATION of the products and customer experiences. This
article reviews eleven SH!TIFICATION tendencies we have and provides
recommendations on how to overcome them. A particular focus is given to the silent
update tendency, which consists in making changes without telling customers. The
changes are not supposed to have an impact on the customer experience, but the
chocolate bar and the GPS navigation cases highlight how and why these silent
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