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Why technology is so addictive and how you can apply the same principles to your business

Posted on 22/11/2018 by SuperUser Account

We all know the feeling when we hear our phones receive a new message or notification. Like flicking a switch, it’s become automatic to reach for our device...

We all know the feeling when we hear our phones receive a new message or notification. Like flicking a switch, it’s become automatic to reach for our device. It takes an epic amount of self-discipline and willpower to ignore the sound once you've heard it. But why? The reason is rooted in the most primal section of our brains. Every time you get a message or notification, dopamine is released in your brain. This release not only makes us think “oh, that feels good!” but also encourages us to repeat the behaviour by creating the feeling of “let's do that again”.

In the past, these dopamine triggers may have been a useful evolutionary mechanism for making sure we keep eating, caring for others and making social connections to increase our survival. In the 21st Century, the same brain science is being used in different ways. Tech companies have become pros at capitalising on this chemical process. They make money by keeping their audience’s eyes on their screens, which means they look at streams of data to determine which part of their app, website or game keeps you coming back for more. Essentially, they are wiring your brain for technology addition.

With this in mind, why not think about how your company can make its product or service addictive? Here are a few suggestions:

1.     Relationships are everything

You can build a strong, positive relationship with your client in a number of ways. Thanking them for something they’ve done will start getting the dopamine ball rolling. Even better, if you can make your client laugh, their brain will release endorphins, which are addictive. A genuine compliment will also make them feel relaxed and happy. Compliments let others know that we approve of them. If the compliment is genuine, the brain will start feeling the effects of dopamine in no time.

2.     Network, network, network

Getting to grow your social network is an opportunity that most of us embrace. Our brains are wired to believe that if we get the opportunity to connect with more people, our chances of survival will be higher. Why not ask your client who they think would be a useful connection for them, and see if you can find a way to get them in touch?

3.     Identity matters

Last, but definitely not least, is finding something that helps you connect and empathise with your client. Whether that means keeping in mind that they prefer chatting over the phone than corresponding over email, or that they’re unavailable during school pick-up time, they’ll appreciate when you remember their preferences as a person, rather than just a client. Understanding your client is one of the key ways to ensure your business remains with them, and an added bonus is that they will feel accepted, resulting in a hit of dopamine.

These are just a few of the ways you can help keep your customer addicted to your service. Also, why not use text messaging to check in with them every now and then and see how they're going? This will trigger double the dopamine - one from the message notification, and another from your willingness to go above and beyond.

If you're interested in chatting about this topic more, please don't hesitate to contact me! I'd love to have a chat and see how your company could build a dopamine-based business strategy.