“Nudging” Your CX Programme€¦ · “A nudge is any aspect of the choice architecture that...

“Nudging” Your CX Programme

to Success

Phil DurandDirector, Customer Experience ManagementJuly 2017

Copyright © 2017 Confirmit. All Rights Reserved. Confirmit Confidential. |


Challenge

Customers Organisations

Response rates Taking action

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Agenda

▪ What is Nudge Theory?

▪ Nudging our Customers

▪ Nudging our Exec

3Copyright © 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)

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Examples of “Nudging”

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46% decrease in wrappers ending up

on the streets.

Pelle Guldborg HansenStudents at Roskilde University.

Copenhagen 2011



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Steffen Kallbekken1, Håkon SælenCICERO Center for International Climate and

Environmental Research

20% decrease in food waste

0% decrease in satisfaction



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“Clearly men like a target!”

Aad Kieboom/ Jos van BedafSchiphol Airport. Amsterdam

Early 1990s.

80% decrease in “spillage”

20% decrease in cleaning costs


Nudge Theory: EAST*

8* Dr David Halpern: The Behavioural Insight Team. April 2014

Easy

Attractive

Social

Timely


Nudge Theory: EAST*

Easy


“People are much morelikely to do something

if it is easy and low hassle”

Pensions$millions saved Auto-enrolment


Nudge Theory: EAST*

Attractive


“People are drawn to that which catches

attention, and which is attractive to them” Tax

10x more declared income Salient letter


Nudge Theory: EAST*

Social


“People are strongly influenced by what others are doing or have done”

Tax16% more likely to payInformed “most people pay on time”


Nudge Theory: EAST*

Timely


“Interventions more effective before behaviours are

disrupted”

Development2/3 higher fertiliser take up Offer after harvest, when cash-rich


Agenda





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 …


Pitfalls

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Good Examples

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Phil, please review your stay at


Customers

▪ Look good▪ Relevant▪ Interesting▪ Listening, not asking

▪ Part of the brand experience

Make it ATTRACTIVE …


Pitfalls

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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?


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 …


Too Much Data

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Too Much Data

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Look at Things From the Customer Perspective

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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 …


About me and Others Like me …

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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 …


Conclusion

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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


Thank You


Phil DurandDirector, Customer Experience Management

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