Pretty interesting. If the service catalog is a menu, what can we learn from menu engineers? I had no idea people like this excited, but it makes total sense.
The article is oriented around pricing to maximize revenue, but I read it as a way to maximize perceived value. As a way to communicate value, and as a way to drive behavior.
Rapp is a menu engineer. He helps restaurants maximize revenue by hacking common flaws in human decision-making. For example, by simply removing “$” signs from prices, people are less intimidated by them. And he advises against listing items from least to most expensive, because that focuses the consumer on price. Instead he mixes up items, making it hard to find their price — thereby encouraging the customer to emotionally commit to something before finding out what it costs.
via gigaom.com
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