The Role of Certainty – Sticky Marketing Club [Video]

How did the London Underground improve customer satisfaction, without improving its efficiency? In this Vlog, Grant explains how ‘certainty’ can change a customer’s perception.

Do you know the single solution that improved customer satisfaction on the London Underground more than anything else?

It wasn’t cleaner trains….

It wasn’t more trains running more often…

It was the dot matrix display.

Ironically, of course, the dot matrix display didn’t actually improve the running of the trains. But if you’ve got to the platform, even if it told you that it was eight minutes to the next train – which is unacceptably long on the London Underground – it took all the uncertainty out of waiting. There’s nothing worse than getting to the platform and just waiting and simply not knowing when the next train is arriving. The dot matrix display took any uncertainty out of that wait.

As human beings, we really don’t like uncertainty. This is one of the strengths of the Uber App. On the face of …