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Psychological distance assists in understanding what is happening on in the customers mind, in the neurological and emotional level. There is a constant battle between what is good and bad, what is threatening and what contains opportunities. Our mind summarizes threats and opportunities and try act by hierarchies that our memory provides us with. This structure is behind all consumer behavior of Homo Economicus.
This all is now been modeled and taken into Customer Experience world of Homo Economicus.
As a valid and commercially tested, but novel Key Performance Indicator, PSDIME measures and numerates what really matters: The customers´ mind. With PSDIME it is possible to get the keys to what is meaningful in the customer´s world. By knowing that and having a score mechanism to be used for measuring competitors´ products, services and brands brings benefits that are evident – PSDIME is a player in reach of a positive corporation bottom line.
By using PSDIME to measure the psychological distance between the customer and a product, service or a brand it is possible to know company´s real position in the marketplace at a glance.