The Power of Good Customer Service: The Illusion of Choice

WRITTEN September 19, 2023 Author: Rich Atkins

Providing excellent customer service is crucial for the success of any business. When you surpass the ordinary and craft extraordinary experiences you will leave a memorable impact. One effective strategy is to give customers theIllusion of Choice.  

To begin, it is important to grasp the true essence of Good Customer Service. It is going above and beyond to meet customer needs and expectations. That includes actively listening, empathizing with concerns, and delivering solutions promptly and efficiently. And finally, it is about fostering positive relationships, building trust, and ensuring customer loyalty.

What do we mean by the term Illusion of Choice?

The Illusion of Choice is a psychological concept that encourages providing customers with a greater sense of control and autonomy by presenting them with two affirmative options. 

Should we install on Tuesday or Wednesday?

Would you like to pay cash or charge?

Did you prefer the item in green or blue?

Instead of a binary “yes” or “no” scenario, customers are given the opportunity to choose between two equally desirable options. This technique can be particularly effective in customer service interactions, as it gives customers a feeling of empowerment and involvement.

Why is the Illusion of Choice Powerful?

  1. Perception of Control: By offering two “yes” options, customers not only feel more empowered and in control of the decision-making process, but it also fosters a positive experience and ultimately leads to increased overall customer satisfaction.
  2. Personalization: Present two desirable options and to make the customers feel that their unique needs and preferences are considered.
  3. Positive Framing: When presented with a choice, customers are more likely to focus on the positive aspects of the options rather than dwelling on any potential negatives.
  4. Reduced Perceived Effort: By presenting two options, customers can easily weigh their preferences and make a decision without feeling overwhelmed. This reduces customer effort and contributes to a smoother and more streamlined customer experience.

Making it Happen 

Customer service representatives need training to use the concept of the Illusion of Choice effectively in their interactions. Empower employees to make decisions within certain parameters and allow them to offer customers options that align with their preferences.

When presenting two “yes” options, clearly communicate the benefits and advantages of each choice. Enable customers to make an informed decision and reinforce the perception of excellent service.

Plans should be easily adaptable for different customer scenarios. Accommodate varying preferences and needs, by preparing alternative solutions, customizing packages, and providing additional perks. Ensure that customers receive tailored experiences that meet their specific requirements.

Good customer service is the cornerstone of good business. By giving customers a choice with two “yes” options, businesses can enhance customer satisfaction, create personalized experiences, and foster a sense of control and empowerment. Implementing this strategy requires a customer-centric mindset, effective training, and clear communication. 

Embracing the concept of the Illusion of Choice can revitalize your customer interactions, and lead to long-term success and customer loyalty. Remember, it’s not just about providing a service; it’s about giving customers an exceptional experience they won’t forget.


This is a topic covered in our Improving Communications Customer Service curriclum. If you’re looking for ways to improve your communication skills, register for one of the public classes.

Photo by Nick Fewings on Unsplash

Other Resources:

The Illusion of Choice — Friction Free Sales

The Illusion of Choice – An Animated Explanation – Victor Antonio on YouTube

Yes. Your Customers are looking for a guide, not a hero – Creativo.co

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