What it is
People avoid feedback that might challenge their self-perception.
How it shows up in CX
Customers resist negative feedback, impacting learning and improvement.
CX pillars it strengthens
RecognitionIntegrityEmpathy
How to design with it
1
Encourage constructive feedback.
2
Make feedback feel empowering rather than critical.
3
Reduce defensiveness.
4
Frame feedback positively.
5
Provide clear improvement paths.
6
Help customers act on feedback without discomfort.
Supporting biases
Confirmation BiasSelf-Serving Bias
Opposing biases
Growth MindsetOpen Feedback Acceptance
Related biases
Behavioral Biases
Design with behavior, not against it.
Explore more biases, or work with us to apply behavioral science to your customer experience.