Theory of Moral Sentiments

My study of motivation has taken me even further afield, into the realm of philosophy – specifically looking to Smith’s Theory of Moral Sentiments – only to find that this is not at all a different field, but a different perspective on the same one, in a broader and more general context.  The behavior of consumers is merely a subset of the behavior of human beings, and in that regard Smith has a great deal to offer that, while not focused exclusively on customer behavior, is nonetheless applicable.

Foundational to Smith’s system of morality is the notion that actions are undertaken to achieve an outcome – and that the outcome is (or ought to be) the improvement of one’s own condition.   Even when a person acts in the interests of others,  it is always essentially self-directed in that we seek for ourselves some benefit that is derived from benefitting other people.

This notion translates well to customer behavior and the profession of customer experience: the customer purchases a good or service as a means to accomplish an end – it is in some way of benefit to himself (or his household, or some group of people he means to benefit) – and the clearer the connection between the desired benefit and the means to achieve it, the stronger the motivation.

The customer experience professional is meanwhile motivated by self-interest (increasing revenue to the firm he serves, and which in turn employs him), and enabling the customer to obtain the benefit of the products our employers provide is merely a means to that same self-directed end.

This is important to keep in mind, because some professionals get lost in the world of the customer – which can be a means to greater effectiveness (because success often requires understanding and advocating for the interests of that world) provided that the primary self-directed motive is not altogether forgotten.    It cannot be denied, and should be explicitly embraced, that our ultimate motive is to sell product – in greater quantity and over a greater period of time - and delivering an exceptional customer experience is a merely means to that end.

This dovetails nicely with Smith’s theory of morality – in that very often unethical behavior is not predicated on a desire to do evil, but in the desire to do good, but without the long-term perspective.  To be moral sometimes means accepting less benefit now to gain more later, or even to take on obligations that we find unpleasant in the short term to gain a greater long-term reward.

My sense is that companies are often hindered by the very same short-sightedness – that in seeking to make the most profit right away, they lead themselves to ineffective and sometimes unethical actions, when the consideration of their mission over a broader scope and a greater length of time would keep them on the “right” path, both morally and functionally.

But that may be another matter, and likely has been and will long continue to be a theme of my meditations in this area and others.