Why we use BRUCE
When a customer seems confused or appears to be struggling with a decision, there could be many reasons. It’s important that we notice the signs, adapt our approach to ensure they feel supported, and explore whether we should continue to support them in this way in our future interactions.
BRUCE helps us identify what element of decision making the customer is finding challenging. REMEMBER – it’s not a rigid sequence of steps. It reminds us of the key elements of decision-making and what to act on.
Sometimes, there’s an element of decision-making they may need some support with. When this happens, we can use BRUCE to identify what element of decision-making they’re finding challenging and suggest ways we can adapt to support their needs.