The Bouba/Kiki Effect: Insights for Leaders on Customer Understanding and Advocacy

by Jeow Li Huan

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You should understand the impact of the bouba/kiki effect on your business

Customers often feedback that the wait to get to customer support is too long. Knowing the bouba/kiki effect, do not immediately seek to address the feedback by adding more customer support staff! Instead, understand why your customers are looking for support.

For example,

If the problem lies in inadequate self-service support, PBrain is here to help! Drop us a message to get started!

Booba kiki effect

By Dr. Laurence J. Stybel and Maryanne Peabody on Psychology Today

The Limits of Listening

Ninety percent of new ventures fail (Patel, 2015). The top reason is that founders spend time and money producing products/services that are not wanted.

The easy explanation is entrepreneurial narrow-vision. The bouba/kiki effect suggests a more complex reason: Potential customers know what they want but they cannot articulate it. The dilemma is reflected in Henry Ford’s classic statement: “If I had asked my customers what they wanted, they would have said, ‘a faster horse.’”

The bouba/kiki effect has implications for all leaders…

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