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Tip: Increase purchase intent by speaking for yourself ("I") instead of the company ("we")

Source: Growth Bites

Thanks to an outdated study, it's common practice to speak as the company ("we") when communicating with customers. Instead, increase satisfaction and purchase intent by speaking for yourself ("I").

The vast majority (92%) of customer service managers use the pronoun "we" instead of "I" when interacting with customers. This may be due to the findings of a 1982 study, which advised downplaying the self in favor of the company. However, a much more recent study (2018) has shown that this approach may no longer be applicable. Customers were up to 19% more satisfied and had a 15% higher purchase intent when the speaker said "I" instead of "we". Put simply, the former sounds emotionally involved while the latter sounds distant, and customers like the former. This effect seems to work for all customer service communications (inquiries, complaints, etc.) and may extend into other realms such as sales and PR. It also works across mediums (email, in-person, etc.).

What’s trending?

AI-Powered Marketing in 2024: A Benchmarking Report for 2025 Planning

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Artificial intelligence (AI) is rapidly transforming the marketing landscape. This report examines recent AI-powered marketing campaigns across various industries, providing valuable benchmarks and insights for your 2025 planning. We’ll explore successful examples, analyze key metrics, and discuss the challenges and ethical considerations of using AI in marketing. Finally, we’ll touch upon emerging trends to watch out for in 2025 and provide a concise synthesis of our findings.

Research Methodology

To gather information for this report, we conducted a thorough analysis involving the following steps:

1. We identified relevant articles and case studies on AI-powered marketing campaigns in 2024.

2. We gathered information on different types of AI used in marketing campaigns, such as generative AI, predictive analytics, and machine learning.

3. We analyzed successful AI-powered marketing campaigns across various industries, including retail, finance, and healthcare.

4. For each campaign, we extracted key metrics and benchmarks, such as ROI, customer engagement, and sales growth.

5. We researched the challenges and limitations of using AI in marketing, including data privacy concerns, ethical considerations, and the potential impact on marketers’ roles.

6. We explored emerging trends in AI-powered marketing for 2025, such as hyper-personalization, AI agents, and the increasing use of voice and visual AI.

AI is enabling marketers to deliver personalized experiences at an unprecedented scale.

Below are some notable examples from 2024👇

3 questions to ask when adopting a feature

Source: Demand Curve

Duolingo is famous for perfecting the art of gamifying something that’s good for you.

As the Duo team was figuring out how to gamify language learning, they looked to a logical source for inspiration: games.

Including Gardenscapes, a Candy Crush-esque mobile game the team was hooked on.

One thing Gardenscapes had that Duo didn’t was a “moves counter,” which showed users the dwindling number of moves they had left to complete a level.

After months of work, Duo launched their own moves counter—then “expectantly waited for an unmitigated success,” according to Duo’s former Chief Product Officer Jorge Mazal. 

But what actually happened?

Pretty much nothing. Retention and DAUs stayed the same. User feedback was…well, there was hardly any.

As you know, every experiment is a chance to learn. So here’s what Mazal learned from it:

“Now when looking to adopt a feature, I ask myself:

1. Why is this feature working in that product?

2. Why might this feature succeed or fail in our context, i.e. will it translate well?

3. What adaptations are necessary to make this feature succeed in our context?”

Asking those three questions led the Duo team toward gamification gold, with features like a FarmVille 2–esque leaderboard and irresistible streak rewards.

When you find a feature you love in another product, ask those questions before trying to implement it in your own product. They’ll lead you to what Mazal calls “the right balance of adopting and adapting.”

Thank you for reading! ✌️

We look forward to sharing more with you next week. Stay tuned!

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