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Copyright © 2014 Prime Decision
Breakout A: Stripping it back to behaviour
Natalie Horne, Strategy Director
prime-decision.com | @primedecision
Copyright © 2014 Prime Decision
What does Prime Decision do?
We help organisations find new and
unexpected solutions to old challenges.
How? By focusing on behaviour.
Copyright © 2014 Prime Decision
The space we play in
� Research and data analysis
� Insight and assessments
� Strategy and planning
� Optimisation and experimentation
� Experience design
� Innovation & co-creation
� Behavioural economics workshopsScript
SocialStory
Sync
Sense Scenario
Structure
Copyright © 2014 Prime Decision
Supporters
StaffVolunteers
Public Service-users
Challenging boundaries
Seeing existing behaviours as a resource
Copyright © 2014 Prime Decision
� 224 million Twitter
mentions
� 1.2 billion global
impressions
Awareness
Copyright © 2014 Prime Decision
� 5 years, 46 Fellows, minimum gift of £100,000 each
� 50% are now participating actively as volunteers
Engagement
Copyright © 2014 Prime Decision
Which is the best option?
a. 40% chance of winning £22.50
b. 5% chance of winning £180.00
c. 65% chance of winning £15.40
d. 25% chance of winning £36.00
e. 80% chance of winning £11.25
Copyright © 2014 Prime Decision
The best option:
a. 40% chance of winning £22.50 gain £9
b. 5% chance of winning £180.00 gain £9
c. 65% chance of winning £15.40 gain £10
d. 25% chance of winning £36.00 gain £9
e. 80% chance of winning £11.25 gain £9
Copyright © 2014 Prime Decision
What did behavioural economists discover?
� We are bad at judging probabilities
� We are good at judging frequencies
+ many other patterns
Copyright © 2014 Prime Decision
� Web subscription £59
� Print plus web £125
� Web subscription £59
� Print only £125
� Print plus web £125
52%
increase
68%
32%
16%
0%
84%
5 classics: Framing
Copyright © 2014 Prime Decision
5 classics: Anchoring
� 90% survival rate
vs.
� 10% mortality rate
£99 paid off
£175 paid off
On a monthly bill of £435…
Copyright © 2014 Prime Decision
Counter intuitive or common sense?
� Primacy effect
� Priming effects
� Hyperbolic discounting
� Status quo bias
� Conjunction bias
� Conformity effects
� Affect heuristic
� Omission effects
� Availability heuristic
� Risk aversion
� Loss aversion
� Framing effects
� Anchoring
� Confirmation bias
� Endowment effect
� Social norms
� Peak end rule
� Asymmetric dominance
� Leniency bias
� Mental accounting
� Salience
� Social proof
� Misattribution
� Reciprocity
Copyright © 2014 Prime Decision
System 1
� Automatic
� Fast
� Intuitive
� Emotional
System 2
� Effortful
� Deliberate
� Logical
� Rational
Copyright © 2014 Prime Decision
A creative, experimental
approach to understanding
and changing behaviour
Behavioural science =
Strategic Tactical
Copyright © 2014 Prime Decision
3 deceptively simple questions:
1. What are people doing?
2. What could they do differently?
3. What could this change be worth?
Copyright © 2014 Prime Decision
+9%# donations
+5%Total £ raised
Buy antibiotics for an African child to stop them dying of TB, with just £1
�
Buy antibiotics for an African child to stop them dying of TB
Target behaviour: Optimise donations
Copyright © 2014 Prime Decision
The story in a nutshell
Reliance on voice is a customer habit.
But it’s also an internal habit. Right now, people are
being driven towards voice by default, not by design.
Copyright © 2014 Prime Decision
Granular analysis:
X% of calls are asking for
standard information
X% of calls are asking for or
amending personal
information
X% are completing an
action that could have
been done digitally X% require support on a
more complex task
Copyright © 2014 Prime Decision
Where to focus?
Remove
Migrate
Improve
Neutralise
the need
Change the
channel
Enhance the
experience
Copyright © 2014 Prime Decision
Redesigning touch-points:
� Web chat optimisation
� Agent co-creation
� Social media review
� Website and contact page
� Collateral CTAs
� Welcome pack amendment
…etc.
Copyright © 2014 Prime Decision
Prosecute
criminals
Raise
premiums
Design experiences
which promote honesty
and accuracy
Copyright © 2014 Prime Decision
Behaving honestly = a balancing act
Maintaining a positive view of myself
Cheating for my own benefit
According to psychologists and behavioural economists
(Ariely, 2011)
Copyright © 2014 Prime Decision
Behaving honestly = a balancing actAccording to psychologists and behavioural economists
(Ariely, 2011)
Copyright © 2014 Prime Decision
Depletion, time-pressure and self-control
(Mead et al, 2009)
(Shalvi et al, 2012)
Copyright © 2014 Prime Decision
Intervention: Commitment device
C.
Control
No opportunity to cheat
Opportunity
Cheating is possible
B.A.
Pledge
Agree to act honestly/morally
I recognise that I have moral obligation to complete this task honestly.
Copyright © 2014 Prime Decision
Experiment: Results
0%
1%
2%
3%
4%
5%
6%
7%
8%
Control Opportunity HonestyPledge
75%decrease in
high claims
95%
Decrease in
maximum
claims
I recognise that I have moral obligation to complete this task honestly.
Copyright © 2014 Prime Decision
� What would a customer journey look like which was
designed to promote honesty and accuracy?
Claims processes
Marketing touch-points Customer communications
Investigation and EUO
Preventing opportunistic fraud
Copyright © 2014 Prime Decision
Analysing behaviours: The Seven Lenses
Script
SocialStory
Sync
Sense Scenario
Structure(One of Prime Decision’s proprietary analytical frameworks –contact for cheat sheet)
Copyright © 2014 Prime Decision
The Seven Lenses – Breakout D
Script
SocialStory
Self
Sense Scenario
Structure(A proprietary analytical framework –contact for cheat sheet)
Copyright © 2014 Prime Decision
Conclusions and questions
� Use a behavioural perspective to
challenge organisational siloes
� Remember the ‘silent factors’
� Be resourceful
� Connect insight with action
� Experiment!
Copyright © 2014 Prime Decision
Hopefully see you for Breakout D!The Seven Lenses: mini masterclass
Email: [email protected]
Twitter: @natalie_horne
LinkedIn: /nataliehorne