Rory Sutherland

Probably 50% of the time I would advise to a client take 10 to 20% of your marketing budget and spend it on upgrading the call center.

Pay the people too much.

Get the best practitioners.

I think it's perfectly legitimate in some organizations there should be the very best call center people should be on six figures.

Because if you're good and nice, that's how much difference it makes.

In other words, it more or less drowns out all your other stuff, all the other noise.

If every time you have a personal experience, you have a good experience, then broadly speaking in the human brain, that's a good organization which I can trust.

And when you think about it, I suddenly realized why this probably is.

We don't really have much evolved experience in evaluating postal efficiency, do we?

We have...

God of a million, half a million years of evolved experience in deciding who to like and trust.

Because for most of our evolutionary, you know, existence, that was one of the five most important questions to get right.

You know, do I trust this person?

You know, will they attack me?

Are they an ally?

Are they a foe?

If I pay them money, will they deliver?

And so consequently, I think what we do in our brains is we use our human judgment to

as a proxy.

Now, a story to back up that, you probably remember this, okay?