Memory is crucial to customer strategy. Understanding customer behavior requires a fundamental understanding of how we access and use memories in our daily life and how it drives decision making in our actions and even who we decide to trust.   In other words, understanding people requires understanding their memories. Further, it requires knowing what they remember and why, and also, what they don’t remember at all.    This week, the Intuitive Customer is going Netflix. We present the first of our three-part series on Memory. It’s the Memory Mini-Series, Part 1. In it, we explore how our behavior is motivated by our memories. We also take a closer look at how memories form, and where it lives in your mind, or whether it ends up in the memory wastebasket instead.   Key Ideas to Improve your Customer Experience   Memory is a giant subject as it relates to Customer Experience. It affects what customers remember about your brand, what they order or buy from you, and whether they ever come back. In essence, managing customer behavior requires managing their memories.    6:43  Ryan explains why memories are not all, but almost all of human psychology. 9:36  Colin asks Ryan to explain whether memory has anything to do with the decision-making shortcuts people use to make decisions, and Ryan explains that some do, and some don’t. 17:37 Ryan explains how brands are a memory-based structure in the minds of your customers, their thoughts, and feelings that they associated with your offering and why that is. 21:21 We explore how memories form, and how the different types of memory formations differ from each other, starting with how memories exist in our minds. 26:46  We explain why Ryan can still order a pizza from Pizza Hut in Cleveland, even though he hasn’t lived there in decades, and what to expect in the next installment of our three-part series on memory.    Please tell us how we are doing! Complete this short survey.    Customer Experience Information & Resources   LinkedIn recognizes Colin Shaw as one of the 'World's Top 150 Business Influencers.' As a result, he has 290,000 followers of his work. Shaw is Founder and CEO of Beyond Philosophy LLC, which helps organizations unlock growth by discovering customers' hidden, unmet needs that drive value ($). The Financial Times selected Beyond Philosophy as one of the best management consultancies for the last four years in a row. Follow Colin on LinkedIn and Twitter.   Click here to learn more about Professor Ryan Hamilton of Emory University.    Why Customers Buy: As an official "Influencer" on LinkedIn, Colin writes a regular newsletter on all things Customer Experience. Click here to join the other 35,000 subscribers.    How can we help? Click here to learn more about Beyond Philosophy's Suite of Services.