Neuro Chemical Customer Service – Part 1

What happens on the inside of customers, during your customer service?

In this three part article we understand

  • Why customers and ourselves react the way we do from the inside out?
  • How we are often forced into a range of behaviours not so much through choice but because of the design of our brain and the Neuro-chemicals that flush through us
  • Ultimately (in the last and third article) we discuss what choices we have for helping our customers and our staff react in ways that will serve them and the service we provide.

Therefore, this first article is on

  • The role of Dopamine and its affects
  • The second on Cortisol and the stress response and
  • The third is about how to rebalance Dopamine and Cortisol. In both customers and staff.

Did you know? 

Dopamine is critical to the way the brain controls our movements. Not enough Dopamine and we can’t move, or control our movements efficiently. Too much and we would suffer uncontrollable/subconscious movements (like picking, tapping, repetitive moments, jerking, twitching).

As our heart is a muscle, too much Dopamine will result in increased pulse and blood pressure.

Dopamine controls the flow of information from other areas of the brain, especially memory, attention and problem-solving tasks.

The Customer Service Link – What Customers Remember?

An important link in your customer service provision is what customers remember about your service and brand.

Psychologist Daniel Kahneman’s theory The Peak End Rule  may link to this. In which customers don’t form their opinions on your service based on an aggregate of their experience but on the peaks and end of your exchange with them.

They remember the peak of the experience, the most stimulating (positive or negative) and the end.

In other words, wise sales and customer service organisations will do well to trigger those internal Dopamine linked reactions in customers that will associate positive memories at key points.

Customer service organisations need Dopamine and they need it linked to the most positive memorable parts of the experience if they are to create loyal, advocates of their customers.

When Dopamine is released it provides feelings of enjoyment and reinforcement to motivate us to do, or continue doing, certain activities. Including continuing to buy from you, recommend you and stay loyal.

Dopamine is sometimes known as the ‘more’ drug. The more it’s triggered, linked to certain experiences, the more we crave the experience. Dopamine is one of the chemicals behind

  • Shopaholics
  • Chocoholics
  • Gymaholics
  • Workaholics

Dopamine is released by naturally rewarding experiences such as food and sex. This pre-programmed reward system makes sure that people do eat, do desire to procreate, and basically survive.

Without enough Dopamine, people feel the opposite of enjoyment and motivation; they feel fatigued and depressed, and experience a lack of drive and motivation.

Dopamine Junkies

Dopamine is involved within excitation, stimulation and over stimulation. Therefore, it also becomes problematic regarding abuse of power, position, status, stimulant and drug use (both legal and prohibited)

You can see it alive and well as we humans sometimes lose ourselves in over excitation. The recent film, based on a true story, The Wolf of Wall Street, is a good example.

Before the traders became consumed with more money, women, alcohol and other drugs they became hooked on Dopamine, wanting more when ultimately it wasn’t healthy (or legal) for them to have more.

Think of some of the critiscism the Gaming Industry receives. So called ‘Big Pay Out’ machines in bookmakers often described as the Crack Cocaine of gambling. In my county (Sussex) alone, £35 million was spent last year by customers on such machines; with the county reporting record numbers of gambling addicts.

Does this industry know, like others, how to trigger and manipulate their customers’ Dopamine response?

Ethically Serving Customers

So how many people in your service and sales business realise they are there to ethically work with their customers’ Dopamine?

And how to help the customer remember the peaks of your service experience that ultimately will keep them loyal?

Of course, there are many organisations that flood their customers with stress chemicals such as Cortisol, instead of healthy amounts of Dopamine.

In the next article, we will look into the customers reality of the stress response, when the service experience we are being offered is far from pleasurable.  Including, the consequences for your customers and staffs and ultimately the costs for your business such as, absenteeism, sickness and disengagement.

This will lead us to the last article which understands the in-built antidote within our brains/body that helps to rebalance Cortisol and Dopamine when the over triggering of these damage your customers, your staff, your brand and business.

How to access these and the learning required to do so.

In the meantime, if you would value a no obligation chat about the world of customer contact me at


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