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“Nudging” Your CX Programme
to Success
Phil DurandDirector, Customer Experience ManagementJuly 2017
Copyright © 2017 Confirmit. All Rights Reserved. Confirmit Confidential. |
Copyright © 2017 Confirmit. All Rights Reserved. Confirmit Confidential. |
Challenge
Customers Organisations
Response rates Taking action
2
Copyright © 2017 Confirmit. All Rights Reserved. Confirmit Confidential. |
Agenda
▪ What is Nudge Theory?
▪ Nudging our Customers
▪ Nudging our Exec
3Copyright © 2017 Confirmit. All Rights Reserved. Confirmit Confidential. |
Copyright © 2017 Confirmit. All Rights Reserved. Confirmit Confidential. |
“A nudge is any aspect of the choice architecture that
alters people’s behaviour in a predictable way
without forbidding any options or significantly changing their economic
incentives.
To count as a mere nudge, the intervention must be easy and cheap to avoid.”
Nudge Theory
Thaler & Sunstein’s Nudge: Improving Decisions about Health, Wealth & Happiness (2008)
4
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Examples of “Nudging”
5
46% decrease in wrappers ending up
on the streets.
Pelle Guldborg HansenStudents at Roskilde University.
Copenhagen 2011
Copyright © 2017 Confirmit. All Rights Reserved. Confirmit Confidential. |
Examples of “Nudging”
6
Steffen Kallbekken1, Håkon SælenCICERO Center for International Climate and
Environmental Research
20% decrease in food waste
0% decrease in satisfaction
Copyright © 2017 Confirmit. All Rights Reserved. Confirmit Confidential. |
Examples of “Nudging”
7
“Clearly men like a target!”
Aad Kieboom/ Jos van BedafSchiphol Airport. Amsterdam
Early 1990s.
80% decrease in “spillage”
20% decrease in cleaning costs
Copyright © 2017 Confirmit. All Rights Reserved. Confirmit Confidential. |
Nudge Theory: EAST*
8* Dr David Halpern: The Behavioural Insight Team. April 2014
Easy
Attractive
Social
Timely
Copyright © 2017 Confirmit. All Rights Reserved. Confirmit Confidential. |
Nudge Theory: EAST*
Easy
9* Dr David Halpern: The Behavioural Insight Team. April 2014
“People are much morelikely to do something
if it is easy and low hassle”
Pensions$millions saved Auto-enrolment
Copyright © 2017 Confirmit. All Rights Reserved. Confirmit Confidential. |
Nudge Theory: EAST*
Attractive
10* Dr David Halpern: The Behavioural Insight Team. April 2014
“People are drawn to that which catches
attention, and which is attractive to them” Tax
10x more declared income Salient letter
Copyright © 2017 Confirmit. All Rights Reserved. Confirmit Confidential. |
Nudge Theory: EAST*
Social
11* Dr David Halpern: The Behavioural Insight Team. April 2014
“People are strongly influenced by what others are doing or have done”
Tax16% more likely to payInformed “most people pay on time”
Copyright © 2017 Confirmit. All Rights Reserved. Confirmit Confidential. |
Nudge Theory: EAST*
Timely
12* Dr David Halpern: The Behavioural Insight Team. April 2014
“Interventions more effective before behaviours are
disrupted”
Development2/3 higher fertiliser take up Offer after harvest, when cash-rich
Copyright © 2017 Confirmit. All Rights Reserved. Confirmit Confidential. |
Agenda
▪ What is Nudge Theory?
▪ Nudging our Customers
▪ Nudging our Exec
13Copyright © 2017 Confirmit. All Rights Reserved. Confirmit Confidential. |
Copyright © 2017 Confirmit. All Rights Reserved. Confirmit Confidential. | 14
Customers
▪ Right channel
▪ Clear
▪ Honest
▪ Short
▪ Their words, not yours
Executive
▪ Simple
▪ Easy to access
▪ Easy to understand
▪ What next?
▪ Time poor, easy on the detail
Make it EASY …
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Good Examples
16
Phil, please review your stay at
Copyright © 2017 Confirmit. All Rights Reserved. Confirmit Confidential. | 17
Customers
▪ Look good▪ Relevant▪ Interesting▪ Listening, not asking
▪ Part of the brand experience
Make it ATTRACTIVE …
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Pitfalls
18
1. Were you acknowledged within 30 seconds by a smile, nod or hello when you entered the store? 2. Did a sales person initiate contact within 5 minutes? 3. Did the sales person ask questions to ascertain your needs? 4. Did the sales person recommend products to suit your needs? 5. Did the sales person recommend any additional products? 6. Did the sales person help you to make a purchase decision? 7. Did you feel that the sales person had good product knowledge? 8. Did you feel that the sales person was interested and committed in you as a customer? 9. Was the check-out person friendly? 10. Did the check-out person recommend any additional products? 11. Have you lost the will to live yet?
Copyright © 2017 Confirmit. All Rights Reserved. Confirmit Confidential. | 19
Customers
▪ Look good▪ Relevant▪ Interesting▪ Listening, not asking
▪ Part of the brand experience
Executive
▪ Relevant content▪ Quotes – make it real▪ Easy to understand▪ What next?
▪ Love hearing customer comments (mostly!)
Make it ATTRACTIVE …
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Look at Things From the Customer Perspective
23
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Customers
▪ This is normal
▪ Others engaged
▪ How is it used?
▪ Share what others are saying
Executive
▪ Part of day job
▪ Regular agenda item
▪ Frequent feedback to the business
▪ Share successes
Make it SOCIAL …
Copyright © 2017 Confirmit. All Rights Reserved. Confirmit Confidential. |
About me and Others Like me …
25
Copyright © 2017 Confirmit. All Rights Reserved. Confirmit Confidential. | 26
Customers
▪ Personal▪ Ask only relevant
questions▪ Scale reflective of
experience
▪ Timely is not always next day…
Executive
▪ Regular
▪ Business rhythms
▪ Consistent
▪ Easy-to-digest
▪ Check in after first delivery
▪ Focus on use of the information
Make it TIMELY …
Copyright © 2017 Confirmit. All Rights Reserved. Confirmit Confidential. |
▪ What is Nudge Theory?
▪ Nudging our Customers
▪ Nudging our Exec
27Copyright © 2017 Confirmit. All Rights Reserved. Confirmit Confidential. |
Copyright © 2017 Confirmit. All Rights Reserved. Confirmit Confidential. |
Conclusion
28
Think about feedback from perspective of the customer NOT the business
Think about engagement from perspective of the executive NOT the practitioner
Start “Nudging” by heading
Copyright © 2017 Confirmit. All Rights Reserved. Confirmit Confidential. |
Thank You
Copyright © 2017 Confirmit. All Rights Reserved. Confirmit Confidential. |
Phil DurandDirector, Customer Experience Management
29