01
The Framework
- Awareness: clear communication; inform the customer the option exists.
- Understanding: education, process clarity, comparison or explanation.
- Trust / Risk: proof, reassurance, transparent process, appropriate guarantee/credibility.
- Effort / Convenience: simplify booking/reorder, reduce steps, save preferences, improve access.
- Timing: nurture and move communication closer to the real need window.
- Urgency: use only legitimate deadline, capacity, seasonality or time-sensitive value.
- Value Perception: improve value communication, packaging, proof or recommendation.
- Price: consider added value, bundle, threshold or monetary incentive after economics review.
- Choice Overload: curate, recommend and simplify.
- Experience Failure: service recovery; do not respond first with promotion.
- Relevance: improve segmentation, personalization and next-best recommendation.
- Inertia / Forgetting: timely reminder plus convenience.