CI - Behavioral Profiling Overview 2013 - Customer …customerinnovations.com/wordpress/wp-content/uploads/...BehavioralProfilingOverview©!2013!Customer!Innovations.!All!Rights!Reserved!!

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Behavioral*Profiling***

A!Toolset!for!Influential!Design!!!!!!

Frank!W.!Capek!Chief!Experience!Officer!

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!Behavioral*Profiling*Overview********************************©!2013!Customer!Innovations.!All!Rights!Reserved!! ! Page!2!

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BEHAVIORAL*PROFILING**A!TOOLSET!FOR!INFLUENTIAL!DESIGN!

“I#made#up#my#mind#that#I#would#never#try#to#reform#man…#that’s#too#difficult.#What#I#would#do#was#to#try#to#modify#the#environment#in#such#a#way#as#to#get#man#moving#in#preferred#directions.”##

!R.!Buckminster!Fuller!

The!fortunes!of!any!enterprise!are!behaviorally!determined.! !Ultimately,!an!organization’s!success! is!dependent!on!its!ability!to!positively!and!profitably!influence!what!people!do.!!This!includes!customer!behavior:!the!products!or!services!people!choose,!what!they’re!willing!to!pay,!the!channels!through!which!they!choose!to!access!service,!and! the! positive! or! negative! stories! that! influence! other! customers.! ! It! also! includes! organizational! behavior:!including! listening! to! and! understanding! customers,! setting! direction,! allocating! resources,! creating! products,!delivering!service,!building!systems!and!managing!finances.!

The!nature!and!quality!of!our!lives!is!also!behaviorally!determined.!!For!example:!

• Unhealthy!behaviors!such!as!poor!diet,!physical!inactivity,!alcohol!abuse,!and!tobacco!use!are!the!leading!causes! of! death! in! the!United! States.! Treating! conditions! resulting! from!obesity! and! physical! inactively!accounts!for!about!27%!of!our!healthcare!costs.! !Annual!expenditures!for!treating!alcoholN!and!tobaccoNrelated!conditions!amount!to!$22.5!billion!and!$137!billion!respectively.!

• Ineffective! financial! behaviors! lead! many! people! to! impulsively! overspend,! take! on! too! much! debt,!accumulate!a!house!full!of!things!they!don’t!need,!leaving!them!with!bills!they!can’t!pay,!and!low!balances!in!their!checking,!savings!and!retirement!accounts.!!Many!of!these!individual!behaviors,!fueled!by!overly!optimistic!lending!and!institutional!risk!management!practices,!accelerated!the!recent!financial!crisis!and!left!people!without!enough!of!a!cushion!to!comfortably!survive!the!downturn.!

• Behavior!also!has!a!profound!impact!on!the!environment.!!This!includes!conservation,!energy!and!water!consumption,! transportation! choices,! as!well! as!waste!&! pollution.! ! Sustainability! demands! changes! in!behavior! at! multiple! levels,! including! reforming! public! and! private! institutions,! improving! consumer!engagement,!curbing!consumption,!and!adopting!alternative!choices!and!sustainable!behaviors.!

Customer! Innovations,! Inc.! is! a! design! firm! with! a! 25Nyear! track! record! of! helping! companies! influence! the!behavior!of!customers!and!other! important!stakeholders.! ! In! the!course!of!our!work,!we’ve!developed,!applied!and! refined! an! approach! called!Design# for# Behavior.! ! This! approach! employs! tools! that! surface! how! people’s!experiences!drive! their!behaviors!as!well! as! identify! the!product,! service!and!experiential! levers! for! influencing!those! behaviors.! ! This! document! provides! an! overview! of! elements! of! that! behavioral! research! and!modeling!toolset.!


THE*“DESIGN*FOR*BEHAVIOR”*APPROACH!

Influential!design!is!rooted!in!deep!behavioral!insight.!!You!need!to!know!what’s!really!important!to!people,!the!natural!pathways!they!follow!to!address!their!needs,!as!well!as!the!factors!that!influence!the!choices!they!make!along!the!way.!!The!following!threeNstep!approach!ensures!that!products,!services,!and!experiences!are!designed!to!be!easy!for!people!to!navigate!and!to!be!positively!and!profitably!influential:!

1. Behavioral*Outcomes.*The!first!step!is!to!define!and!prioritize!the!specific!behavioral!outcomes!essential!for! driving! your! desired! business! results.! ! We’ve! found! there! are! generally! a! small! number! of! critical!behaviors!that!drive!a!nonNlinear!improvement!in!results!and!generate!a!cycle!of!escalating!commitment.*

2. Influence* Profiles.! The! second! step! leverages! a! rigorous! toolset! for! identifying,! understanding,! and!articulating!the!specific!triggers!that! influence!the!behavior!of!your!target!audience(s).!This!toolset! is!an!integration! of! leading! edge! research! in! cognitive,! affective,! and! behavioral! sciences! and! includes!structured! tools! for! profiling! people’s:! ! behavioral! preferences,! goals! and! desired! states,! senseNmaking!and!choice!framing!mechanisms,!intuitive!behavioral!pathways,!emotional!states!and!influence!triggers.!

3. Influence*Playbook.*The!third!step,!involves!the!development!of!a!comprehensive!set!of!individual,!social,!and! structural! design! interventions! focused! on! generating! the! desired! behavioral! outcomes.! In! many!cases,!these! interventions!are!designed!collaboratively!with!members!of!the!intended!audience(s).! In!all!cases,! recommendations! are! carefully! refined! and! rigorously! tested! prior! to! launch,! helping! to! ensure!ease!and!effectiveness!of!implementation.!*

This! approach! is! generally! applied! with! an! integrated! focus! across! multiple! constituencies.! These! integrated!efforts!may,!as!required!by!the!situation,!include!the!behaviors!of!external!intermediaries!such!as!agents,!brokers,!retailers,!operators,!prescribers,!integrators,!as!well!as!regulators!and!other!influencers.!

THE*THREELSTEP*“DESIGN*FOR*BEHAVIOR”*PROCESS*

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This! white! paper! provides! an! overview! of! a! rigorous! toolset! of! developing! Influence# Profiles! that! inform! the!design!of!strategies!and!tactics!for!influencing!the!behavior!of!the!target!audience.!

Behavioral*Outcomes*

Influence*Profiles*

Influence*Playbook*

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3* GOAL:**Measurable*Results*Develop'a'phased'Influence'Roadmap'for'valida/ng,'refining,'pilo/ng,'launching,'and'ensuring'results'from'interven/ons'described'

in'the'Influence'Playbook.'

GOAL:**Design*Develop'an'Influence'Playbook'that'

describes'specific'design'and'execu/on'interven/ons'that'will'generate'the'desired'behaviors.'

GOAL:**Understand*Develop'a'set'of'Influence'Profiles'that'iden/fy'specific'levers'for'

genera/ng'the'desired'behaviors.'

GOAL:**Focus*Clarify'and'priori/ze'the'specific'

behaviors'that'drive'desired'business'results.'

'Next'Steps'

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GETTING*BENEATH*THE*SURFACE!

Listening!is!critical!for!gaining!insight!into!the!lives,!goals,!needs,!frustrations,!feelings,!and!behaviors!of!the!target!audience.!Unfortunately,!most!traditionally!structured!research!is!not!only!ineffective!for!influential!design!but!it!can!seriously!undermine!innovation!by!directing!investment!at!the!wrong!things.!

It’s! common! for!companies! to!conduct! interviews,! surveys,!and! focus!groups! trying! to!understand!what!people!want! and! how! people! will! act.! !This! research! generally! makes! an! underlying! assumption! that! people! have! a!relatively! stable,! conscious,!explainable,!and!at! least! somewhat!consistent! set!of!preferences.!! It!also!makes!an!assumption!that!when!you!ask!people!about!their!preferences,!they!can!tell!you!or,!when!you!present!them!with!a!set!of!forced!choice!tradeNoffs!(e.g.,!would!you!prefer!to!buy!A!or!B),!how!they!choose!will!reflect!what!they!do!in!real!life.!

In!practice,!this!is!far!from!true.!!People!typically!don’t!know!what!they!want!until!they!see!it;!they!construct!their!preferences! and! work! through! decisions! as! they! perceive! their! alternatives! in! the! actual! choice!environment.!!Subtle!differences!in!the!design!of!that!environment!can!have!a!significant!impact!on!the!decisions!people!make.!! The! key! is! to! able! to! engage! people! in! fundamentally! different! kinds! of! conversations! and! get!beneath!the!surface!of!what!they!say!to!understand!the!deeper!experiences!they’re!having.!

How!do!you!get!to!the!bottom!of!people’s!needs,!desires,!priorities,!experiences,!and!behavioral!drivers?!!!!

!“If#you#wish#to#persuade#me,#you#must#think#my#thoughts,#feel#my#feelings,#and#speak#my#words”*

Cicero!

Designing!interventions!that!achieve!the!desired!outcomes!requires!insight!into!how!and!why!the!target!audience!engages!in!behaviors!and!makes!choices!that!drive!those!outcomes.!Over!the!past!decade,!Customer!Innovations!has! developed! a! uniquely! structured! Influence# Profiling# Toolset! for! understanding! product,! service! and!experiential! elements! that! influence! behavior.! Building! Influence! Profiles! involves! an! integration! of! three!approaches:!In!Field!Observation,!Cognitive!Elicitation!and!Behavioral!Analytics.!

• In#Field#Observation!involves!watching!and!interacting!with!people!in!the!environment!within!which!they!have! experiences! and!make! choices.! Clearly! some! experiences! are!more! “observable”! than! others! but!interacting!with!people! in!the!field!creates!a!context!that!can!NEVER!be!replaced!by! just!analyzing!data!and!conducting!interviews.!The!design!of!field!observations!is!based!on!the!dimensions!of!the!experience!you!need!to!understand!and!can!include!pure!observation,!gathering!explanations!at!key!choice!points,!as!well!as!having!people!verbally!or!visually!annotate!their!experiences!as!they’re!having!them.!

• Cognitive#Elicitation!employs!structured! instruments!and!projective!techniques!for!surfacing!the!deeper!experiences! a! person! has.! This! includes! their! individual! behavioral! preferences,! the! goals! and! desired!states! that! impact! the!way! they! engage!with! a! product! or! service.! It! also! includes! the!metaphors! and!constructs!they!apply!to!make!sense!of!the!experience!and!navigate!the!choices!they!have.!!It!includes!the!endNtoNend! set! of! activities! that!make! sense! to! them,! as!well! as! how! engaging! in! that! set! of! activities!makes!them!feel.!Ultimately!it!surfaces!the!elements!of!the!experience!that!influence!a!person’s!choices.!!

• Behavioral# Analytics! is! based! on! measurements! of! actual! behavior.! This! can! be! information! that! an!organization! is! already! tracking! and,! frequently,! information! that! needs! to! be! captured! beyond! the!capabilities!of!existing! transactional! systems.!There! is! clearly!a!growing! interest! in!and!value!associated!with!mining!insight!out!of!behavioral!data.!However,!behavioral!data!alone!is!often!limited!by!the!fact!that!it! is! historically! based! rather! than! future! focused,! captured! only! at! a! limited! number! of! existing! touch!points! rather! than!across! the! full! spectrum!of!people’s!experiences,!and,!on! its!own,!does! little! to!help!understand! how! and!why! people!made! those! choices! or! engaged! in! those! behaviors.! ! As! a! result,! we!believe! that! optimal! value! from! behavioral! analytics! requires! the! type! of! contextual! and! explanatory!insights!provided!by!the!two!other!complementary!elements!(observation!and!elicitation).!


THE*INFLUENCE*PROFILING*TOOLSET*

Customer!Innovations’!Influence#Profiling#Toolset!integrates!an!array!of!researchNbased,!analytic!techniques!that!provides! a! holistic! basis! for! describing! situationNspecific! behavior! as! well! as! an! effective! means! of! identifying!levers!for!influencing!that!behavior.!!

These!tools!are:!

1. Behavioral* Portrait:* * an! instrument! that! measures! individual! preferences! across! several! domains! and!describes!the!diverse!ways!people!are!attracted!to!and!engage!with!products,!services!and!experiences.!

2. Goal* Space* Mapping:* * a! projective! technique! for! understanding! the! deeper! desired! states! and! situationNspecific!goals!that!influence!behavior.!

3. Experiential* Metaphor* Elicitation:* * an! imageN! and! storyNbased! projective! technique! for! surfacing! the!underlying!physical!framework!people!use!to!make!sense!of,!evaluate!and!act!on!their!experiences.!

4. Experiential*Construct*Elicitation:*an!approach!to!identifying!the!distinguishing!characteristics!people!apply!in!recognizing,!categorizing,!and!forming!expectations!about!product!and!service!experiences.!

5. Behavioral*Pathway*Mapping:* *an!approach!to!mapping!the!endNtoNend!activities!and!choice!points!people!follow!in!pursuit!of!their!goals,!including!the!unwritten!rules!and!automatic!behavioral!scripts!they!apply.!

6. Emotional*Lifecycle*Mapping:!!a!graphically!and!linguistically!assisted!projective!process!designed!to!surface!the!conscious!and!subconscious!emotional!states!that!influence!peoples’!actions.!

7. Influence*Trigger*Identification:!!a!tool!for!identifying!levers!that!influence!current!behavior!as!well!as!levers!that!can!be!employed!in!a!new!or!redesigned!product!or!service!experiences.*

Each!of!these!tools!is!described!in!more!detail!below.!

1.* BEHAVIORAL*PORTRAIT!

The!Behavioral#Portrait! is!an! instrument!that!measures! individual!behavioral!preferences! in!five!major!domains!and!several!corresponding!subNdomains.!These!preferences!are!an!individual’s!unique!expressions!of!basic!human!drives!to!learn,!acquire,!defend!and!bond.!These!preferences!have!a!profound!effect!on!the!products,!services!and!experiences!different!people!find!attractive!and!engaging,!as!well!as!how!those!experiences! influence! individual!emotional!reactions!and!behavioral!responses.!!

The!five!major!domains!are:!!!

! Novelty# Seeking!describes!the!ways!that! individuals!are!drawn!towards!and!engage!with!new!products,!information! and! experiences.! ! It! includes! insight! into! an! individual’s! curiosity! versus! indifference,!impulsiveness!versus!deliberateness,!and!extravagance!versus!reserve.!

! Harm#Avoidance!describes!the!ways!individuals!deal!with!uncertainty!and!perceived!or!actual!risks.!!Are!they! optimistic! in! new! situations! or! do! they! tend! to! be! “anticipatory!worriers”! about! the! unknown! or!potential! issues?!!Are!they!at!ease!or!generally!fearful!of!the!unknown?!!It!also!describes!an!individual’s!level!of!confidence!versus!shyness!with!strangers!or!in!strange!situations.!!!

! Social#Orientation!describes!the!ways!an!individual’s!choices!and!behavior!are!influenced!by!others.!!How!closely!do!they!follow!others!versus!their!own!internal!direction?!!How!is!their!behavior!influenced!by!the!


need! for!approval!or!validation!versus! their!own!sense!of!self?! ! ! It!also!measures! the! influential! role!of!attachment!and!sentimentally!in!relationships.!

! Decision# Style! measures! key! characteristics! of! the! way! an! individual! prefers! to! make! decisions.! ! This!includes! the! level! of! reliance! on! external! evidence! versus! internal! beliefs,! as! well! as! the! depth! and!breadth! of! information! considered.! ! It! also! describes! individual! preferences! for! more! “bottoms! up”!analytic!decision!making!versus!more!“top!down”!synthetic!decision!making.!

! Behavioral* Activation! describes! the! ways! individuals! take! action.! ! It! includes! measures! of! individual!differences! in!activity! versus! inactivity.! ! ! It! also! includes!ways!of!understanding!differences! in! the!ways!people!preNplan!courses!or!action!or!“go!with!the!flow,”!as!well!as!how!singleNminded!versus!flexible!they!are!in!dealing!with!things!that!get!in!their!way.!

!Behavioral!Portraits!are!built!using!a!diagnostic!questionnaire!that!takes!10N15!minutes!to!complete.!Behavioral!Portrait! insights,! used! in! conjunction!with! the!other! tools!described!below,!help!understand! the!wide! range!of!reactions! individuals!have!across! similar! experiences.! For!example,! a!product!or! service!experience!one!person!might! feel!attracted!to!and!at!ease!with!might!cause!another!a!great!deal!of!stress.!Behavioral!Portrait! insights!also!help!identify!the!most!influenceNable!profiles!in!the!population!and!to!develop!influence!strategies!that!work!across!these!profiles.!In!other!words,!given!the!desired!behavioral!outcomes,!two!or!three!profiles!may!be!more!prone!to!influence!regarding!that!behavior.!In!addition,!different!combinations!of!influence!strategies!are!likely!to!work!for!each!one!of!these!profiles.!

2.* GOAL*SPACE*MAPPING*

Beyond! individual! differences! in! behavioral! orientation,! the! next! question! is:! “what! are! people! really! trying! to!accomplish?”! As! you! know,! people! do! not! buy! products;! they! buy! desired! states.! Goal# Space# Mapping! is! a!projective!technique!for!understanding!the!desired!states!and!situationNspecific!goals!that!influence!behavior.!This!tool! provides! an! effective! means! of! digging! beneath! surfaceNlevel! task! objectives! (often! used! as! external! or!internal!alibis!for!behavior)!to!get!to!the!underlying!active!pursuit!goals!(why!people!are!really!pursuing!these!task!objectives),!and!deeper!desired!states!(the!often!illNdefined!and!latent!mental!images!of!where!they’d!like!to!end!up).!!Understanding!alignment!across!these!levels!is!critical!for!designing!experiences!that!build!and!reinforce!the!cycle!of!escalating!commitment.!

The#most#powerful#levers#of#influence#involve#helping#people#clarify#their#desires#and##developing#interventions#that#move#them#the#right#direction.#

For! example,! if! a!man!walks! into! a! jewelry! store,! he!might! have! a! surface! level! task! objective! to! shop! for! an!anniversary!gift!for!his!wife.!!He!may!not!be!sure!he!even!wants!to!buy!her!jewelry.!!However,!at!the!surface,!what!he!cares!about! is! finding!a!good!selection!of!merchandise!and,!perhaps,!getting!some!assistance!without!being!pressured! to! buy! if! he’s! not! ready.! At! a! deeper! and!more!meaningful! level,! his! experience! and! the! choices! he!make!will!be!driven!by!a!wish!to!“come!home!a!hero”!in!the!gift!giving!process,!create!a!positive!surprise!for!his!wife,!and!even!give!her!something!she’ll!call!her!friends!to!talk!about.!At!an!even!deeper!level,!he!may!be!trying!to!strengthen!and! reinforce! a! relationship!he! cares! about.!He’d! like! to! feel! powerful.!Ultimately,! he’d! also! like! to!experience!intimacy!in!his!relationship.!

Aside!from!a!jewelry!store’s!interest!in!being!a!better!jewelry!store!by!addressing!my!surface!level!objectives,!the!way! they’ll! really! influence! customer! behavior! and! their! own! success! is! to! create! an! experience! that! meets!customers’! deeper! goals! and! desired! states.! For! example,! recognizing! that! the! most! important! elements! of!experience!don’t!happen!in!the!store,!the!store!associates!might!be!trained!to!help!“romance!the!gift.”!This!could!include!coaching!on!not!only!giving!the!gift!but!also!telling!a!romantic!story!about!what!makes!this!piece!special!and!why!he!chose!it!specifically!for!her.!


Goal!Space!Mapping!uses!a!laddering!approach!to!produce!a!grid!that!illustrates!the!task!objectives,!pursuit!goals!and!desired!states!that!drive!the!quality!of!the!experience!and!the!choices!that!people!make!in!navigating!the!experience.!

ILLUSTRATION:**GOAL*SPACE*MAPPING*GRID*

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3.* EXPERIENTIAL*METAPHOR*ELICITATION*

How!do!people!make!sense!of!their!experiences!and!the!product!and!service!choices!they!encounter?!!For!most!of!human!history,!survival!required!man!to!interact!effectively!with!concrete!elements!of!the!environment!and!highly! localized! relationships!with! small! groups!of!people.!As!a! result,!we!are!preNwired! to!make! sense!of!our!experiences!using!a!set!of!physical!metaphors!in!dealing!with!these!interactions!and!relationships.!!

Our!work!on!experiential!metaphors!is!highly!influenced!by!research!conducted!by!George!Lakoff.!!Dr.!Lakoff!is!a!cognitive! linguist! and! professor! at! the!University! of! California,! Berkeley,!where! he! has! taught! since! 1972.! Dr.!Lakoff! is!most!famous!for!his! ideas!about!the!centrality!of!metaphor!to!human!thinking,!political!behavior!and!society.!Lakoff!claimed!that!the!mind!is!"embodied”!and!that!almost!all!of!human!cognition,!up!through!the!most!abstract!reasoning,!depends!on!and!makes!use!of!concrete!and!"lowNlevel"!facilities.!!

In!recent!human!history,!we!now!are!called!on!to!deal!with!complex!institutions,!global!and!remote!relationship,!and! highly! abstract! concepts.! However,! we! still! make! sense! of! these! modern! challenges! using! physical!metaphors.! For! example,! time! is! an! abstract! concept.! A! theoretical! physicist! will! argue! that! time! is! just! a!dimension!within!which! events! happen.! However,!with! the! exception! of! these! theoretical! physicists,! virtually!everyone!else!on!the!planet!applies!a!“locationN!and!journeyNbased!metaphor”!to!understand!time.!We’re!HERE!in!the!present.!The!past!is!BEHIND!us.!!We’re!moving!forward!towards!a!future!that!is!somehow!IN!FRONT!OF!us.!In!reality!time!has!nothing!to!do!with!any!of!this.!The!physical!location!and!journey!metaphors!are!just!what!we!use!to!make!sense!of!this!abstract!concept.!

Metaphors! have! a! powerful! influence! on! our! behavior.! For! example,! most! people! apply! a! containerNbased!metaphor! to! the! human! body.!We’ve! all! heard,! “you! are! what! you! eat.”!When! people! think! about! diet! and!exercise,!they!tend!to!think!about!calories!in!and!calories!out.!!In!reality!your!body!is!NOT!a!container,!it!is!a!very!complex!system.!One!of!the!fundamental!reasons!people!struggle!with!maintaining!weight!is!that!their!behavior!follows!a!metaphor!for!thinking!about!diet!and!exercise!that!doesn’t!fit!with!how!the!system!actually!works.!

Influential! design! is! highly! dependent! on! getting! the! metaphor! right.! The! challenge! is! that! the! metaphors!providers!use!for!understanding!what!they!DO!are!generally!not!the!same!as!the!metaphors!customers!have!for!

Situa&on)Shopping)for)Jewelry))

(roman'c)gi,))Engaging)a)Moving)Company)

Task)Objec&ves)Defines&my&basic,&surface1level&requirements&and&expecta9ons&

Adequate selection!Assistance!No pressure!

Easy to do business with!Nothing lost or broken!

Fair cost!

Pursuit)Goals)The&things&I&know&I’d&like&to&have&

happen&that&effect&how&I&feel&about&the&experience;&guides&my&end1to1

end&behavioral&pathways.&

Feel great about my choice !Come home a hero !Create a surprise !

Give her something she’ll talk about!

Feel smart and in control!No surprises / no last minute stress!

Not getting taken advantage of !(e.g., don’t try to sell me insurance to cover

your negligence)!

Desired)States)The&ul9mate&end1state&I’m&trying&to&realize&through&this&experience&and&

others&like&it&

Strengthening relationship!Feeling powerful!

Experiencing intimacy!

Simplify all the things I need to think about !Effectively establish life in a new location!


what!they!GET.!!In!some!ways,!the!providers!are!the!like!the!theoretical!physicists!in!the!discussion!of!time!above.!!They! know! too!much! about! the! domain! to! ever! think! about! the! problem! in! the! relatively! naïve! perspective!customers!have.!!!

METAPHOR*ELICITATION*EXAMPLES*

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For! example,! in! our! work! with! a! leading! automotive! insurance! company,! we! identified! that! all! the! promises!regarding!“safe!driver!discounts”!relied!on!a!resource!based!metaphor;!receiving!a!%!off!the!premium.!!As!a!result,!these! abstract! promises! didn’t! really! register! with! customers.! Influence! Profile! development! with! customers!identified!that!customers!were!applying!a!container!based!metaphor.!This!led!to!the!design!of!new!product!called!the!“Vanishing!Deductable;”!every!year!a!customer!stays!with!the!company!and!drives!without!an!accident,!their!deductable! is!reduced!by!$100.!Advertising!about!this!concept!depicted!the!deductable!as!a!big!boulder!always!hanging! above! the! customer’s! head.! The! Vanishing! Deductable! made! this! boulder! shrink.! The! product! and!communications! about! the! product! turned! out! to! by! highly! successful! since! they!were! designed! based! on! the!customers’!metaphor!not!the!provider’s.!!

Customer! Innovations’!Metaphor# Elicitation! approach! involves! an! image! and! storyNbased! projective! technique!used! to! surface! the! underlying! physical! framework! people! use! to! make! sense! of,! evaluate! and! act! on! their!experiences.!For!ease!of!application,!we!use!a!portfolio!of!carefully!selected!images!that!signal!the!most!common!metaphors!people!apply!across!a!broad! range!of!experiences.!As!part!of! the!elicitation!process,! individuals! are!asked! to! sort! and! select! a! small! set! of! images! that! best! represent! the! ways! they! think! and! feel! about! their!experience.!These! individuals! then! tell! stories! that! connect! the! image! to! their!experience!and! the!choices! they!make.! ! A! skilled! research! analyst! uses! these! stories! and! the! language! used! to! understand! the! individual’s!metaphorical!framework.!!

4.* EXPERIENTIAL*CONSTRUCT*ELICITATION*

Layered! on! top! of! the!metaphors! people! use! to!make! basic! sense! of! their! experience,! are! constructs! people!learn!over!the!course!of!their! lives.!Over!the!course!of!many!product!and!service!experiences,!people! learn!to!

Situa&on) Provider’s)Metaphor) Customer’s)Metaphor)

Automo&ve))Service) Car$as$a$Machine) Car$as$a$Container)

Interna&onal)Money)Transfer)

Money$and$the$process$of$sending$it$as$Resource)

Enabling$movement$of$people,$addressing$needs$

as$Transforma&on)

Automo&ve)Insurance)

Helping$customers$manage$risk$as$Control)

Something$I$put$money$into$as$a$Container)

Hospital)Visit:)Surgery)

Addressing$the$medical$need$as$Transforma&on)

Something$we$make$it$through$as$a$Journey)

Journey)

Balance)

Connec&on)

Resource)

Control) Transforma&on)

Container)

People$are$“wired”$to$use$physical$

metaphors$to$help$them$make$sense$

of$complex$experiences$in$the$world$

Common)metaphors)include:)

One$of$the$fundamental$reasons$why$many$customer$

experiences$are$confusing$and$frustraEng$is$that$the$provider’s$

dominant$metaphor$is$different$than$the$customers.$$

For)example:)

Posi%vely*and*profitably*influen%al*experiences*MUST*be*designed*around*customers’*metaphors!*


quickly! and! subconsciously! recognize! distinctions! and! construct! categories! they! use! to! predict! and! form!expectations!of! the!choices!they!make.! !People!can’t!see!easily!see!or!describe!their!own!constructs.! ! In!most!cases,! they’re! at! a! loss! to! find! a! good! explanation! for! why! they! feel! or! think! the! way! they! do.! ! The! most!important!constructs!are!the!ones!people!find!most!difficult!to!see!or!put!into!words.!

Constructs!enable!people!to!quickly!get!the!gist!of!their!experiences.!However,!when!they!apply!these!constructs!it!limits!their!ability!to!see!the!details!or!recognize!fine!distinctions.!Product!features!or!service!interactions!are!not!as!important!as!the!ways!that!people!construe!these!elements.!!People!cannot!easily!separate!events!from!the!way!they!perceive!those!events.! !The!car! is! red,! the!smell! is!disgusting,! the!sight! is! terrifying,! the!music! is!relaxing,!etc…!!These!qualities!do!not!actually!reside!in!the!phenomena,!only!in!the!experience.!!

We#don't#see#things#as#they#are,#we#see#them#as#we#are.#Anais!Nin!

People! also! tend! to! believe! that! other! people! use! similar! constructs! when,! in! fact,! different! people! usually!construe!the!same!situation!in!many!different!ways.!For!example,!no!two!people!will!remember!the!same!event!the! same!way;! they! selectively! perceive!what! happened! (focusing! on!what! seems! to! them! to! be! the! essential!features)!and! remember! the!event!by! recreating!a! story!using! their!own!constructs.!This!creates!challenges! for!designers!because!their!constructs!are!often!quite!different!than!the!audience!for!the!design. For!example,!in!our!work!with!a!leading!national!restaurant!chain,!construct!elicitation!was!used!to!identify!the!features! customers! or! cues! used! to! recognize! and! categorize! similar! restaurants.! ! ! For! example,! metal! food!chutes! are! a! feature! of! mass! market,! fast! food! restaurants.! ! ! It! turned! out! that! that! company’s! efforts! to!differentiate!the!service!experience!and!stand!apart!from!fast!food!competitors!were!being!undermined!by!this!and!several!other!important!cues.!

Customer! Innovations’!Construct# Elicitation! approach! involves!a! structured!comparative!process! that! surfaces!the!distinguishing! features!an! individual! applies!across!different! instances!of!experiences! that! fit! into!a!broad!category!relevant!to!that!customer!profile.!!These!constructs!are!laid!out!in!a!grid!a!shown!in!the!figure!below.!!!

*ILLUSTRATION:**CONSTRUCT*ELICITATION*GRID*

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5.* BEHAVIORAL*PATHWAY*MAPPING!

Effective! influence! requires! a! holistic! understanding! of! the! behavioral! path! the! individual! follows.! ! Customer!Innovations’!Behavioral# Pathway# approach! captures! the! endNtoNend! set! of! activities! and! choice! points! people!follow!in!pursuit!of!their!goals;!including!the!unwritten!rules!and!automatic!behavioral!scripts!people!apply!along!

Illustra(on+ Current+Experience+

Comparable+Experience+1+



Target+Experience+Features(Common(to(

Current(and(Comparable(1(

Features(Common(to(Current(and(Comparable(2!

Features(Common(to(Current(and(Comparable(3!


Dis6nc6ve(Features(of(Current(vs.(Comparable(

1(

Features(Common(to(Comparable(1(and(Comparable(2!

Features(Common(to(Comparable(1(and(Comparable(3!



2!

Dis6nc6ve(Features(of(Comparable(1(vs.(Comparable(2!

Features(Common(to(Comparable(2(and(Comparable(3(!



3!




the! way.! This! is! accomplished! by! a! combination! of! observation! and! having! people! create! simple! visual!representations!of!their!experience!sensitive!to!where!they!currently!are!in!the!lifecycle.!!In!most!cases,!the!highly!important!and!influential!elements!of!this!pathway!do!not!occur!at!touchNpoints!with!the!company.!

Whether!it’s!the!pathway!people!follow!when!they!consider,!purchase!and!use!a!product!–!or!–!the!pathway!they!follow!as!they!adapt!to!a!chronic!medical!condition,!it’s!important!to!realize!that!the!most!influential!elements!of!that!experience!do!not!happen!at!an!organization’s!points!of!interaction!with!the!customer.!!

As! a! result,! touch! point! mapping! approaches! do! not! typically! lead! to! any! more! than! incremental! “better!sameness.”!!Designing!highly!influential!products,!services!and!experiences!requires!an!endNtoNend!understanding!of!what!people!are!going!through,!the!experiences!they!have!beyond!the!touch!points,!as!well!as!the!choices!and!decisions!points!at!each!step!of!the!journey.!

For!example,!we!had!the!chance!to!work!with!a!leading!national!moving!company.!The!objective!was!to!identify!ways!to! increase!sales!by!transforming!the!family!move!experience.!By!following!customers’!endNtoNend!“family!move”!pathways,!we!quickly!recognized!that!a!significant!portion!of!repeat!movers!had!never!fully!unpacked!from!their!previous!moves.!These!“serial!movers”!had!accumulated!enough!stuff!that,! if! the!moving!company!helped!them!get!organized,! they! could!pay! for! the!move!entirely!with! the!proceeds!of! selling!off! the! stuff! they!didn’t!need.!!!This!informed!the!development!of!a!highly!influential!“Zero!Cost!Move”!service!offering!which!would!have!never!surfaced!if!the!company!had!not!understood!the!endNtoNend!experience.!

Behavioral! Pathways! are! laid! out! as! a! set! of! maps! that! distinguish! between! “above! the! surface”! points! of!interaction!and!often!more!influential,!“below!the!surface”!elements;!the!nonNtouchNpoints!that!impact!customers!choices!and!behavior.!

*MAPPING*BEHAVIORAL*PATHWAYS*

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!*6.* EMOTIONAL*LIFECYCLE*MAPPING*

How! does! the! experience! make! people! feel! and! how! do! those! emotions! influence! behavior?! The! Emotional#Lifecycle! is! a!graphically!and! linguistically!assisted!projective!process!designed! to! surface! the!deeper!emotional!

The$Experience$You’re$Delivering$

Your Touch Points Fulfillment$$Ac9vi9es$

Inquiry/Sales$Contacts$

Problem$$Resolu9on$

Ordering$Ac9vi9es$

Billing$and$$Payments$

Non Touch Points

Considering$Needs$

Ini9al$Use$$Experiences$

Ini9a9ng$$Situa9ons$

Iden9fying$Alterna9ves$

Learning$and$Familiariza9on$

Reflec9on$/$Assessment$

Evalua9ng$Alterna9ves$

Addi9onal$Informa9on$$

Evalua9on$

Choice$Processes$

Researching$Alterna9ves$

Addi9onal$$Research$

Reflec9on/$Evalua9on$

Usage$

Disposi9on$

Wai9ng$Post$Problem$

Usage$

Inac9ve$$Wan9ng$

Problem$Encounter$

Inac9ve$Concern$

The$Experience$People$are$Having$

Goals$and$Priori9es$

What$it$makes$them$think?$

How$it$makes$them$feel?$

What$it$influences$them$to$do?$


states!that!people!may!not!recognize!and!might!find!difficult!to!articulate!but!that!have!a!significant!influence!on!the!actions!they!take.! !The!process! is!designed!to!help!surface!and!understand!the!conscious!and!subconscious!emotional!states!that!influence!peoples’!actions.!!In!doing!so,!it!focuses!attention!on!how!specific!events!along!the!Behavioral!Pathway!trigger!emotional!reactions!that!influence!behavior.!

Customer! Innovation! uses! a! projective! Emotion# Elicitation! process! for! surfacing! and! describing! the! emotional!states!that!drive!behavior.!Emotional!lifecycles!are!developed!through!an!interactive!storytelling!process.!!People!visually! illustrate! their! emotional! states! and! then! tag! these! emotional! states! with! descriptions! of! the!circumstances! that! triggered! that! emotional! reaction.! ! Influence! Profile! development! focuses! on! the! situations!and!interactions!that!influence!behavior!at!each!emotional!inflection!point.!

The!diagram!below!is!an!illustration!of!an!Emotional!Lifecycle!developed!for!an!automotive!services!client.!!!This!process!helped! identify!how!the!experience!was!making!customers! feel! threatened,! stupid!and!manipulated!by!conversations! about! the! optional! and! additional! services.! ! ! Addressing! how! the! service! interaction! and! other!experience! elements! generated! these! negative! emotional! reactions! was! an! important! part! of! designing! an!experience!that!improved!visit!frequency!and!customer!lifetime!value.!

*EMOTIONAL*LIFECYCLE*MAPPING*EXAMPLE*

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7.* INFLUENCE*TRIGGER*IDENTIFICATION!

What!design!elements!influence!behavior?!!Influence#Triggers!identify!the!set!of!levers!that!influence!behavior!in!the!current!experience!as!well!as!the!levers!that!can!be!employed!in!a!new!or!redesigned!experience.!!!Not!all!of!these!triggers!are!equally!effective!across!different!profiles!of!individual.!!Understanding!profileNspecific!influence!is!important!to!designing!an!experience!that!works!well!across!profiles.!!!!

There!are!a!wide!range!of!Influence#Triggers!that!include:!

! Interaction# Signals! N! the! oftenNsubtle! signals! that! influence! how! people! feel! when! they! interact! with!

Good. No line, this could be

fast!

I’m relieved that I’ve decided how I’ll get it done! !

I hope everything else with my car is ok. They always find something

else!

I don’t know enough about

cars. !

This is going to cost me time and money. Can I

afford it?!Oil light comes on. My car is

yelling at me… and keeping track of my negligence.!

It’s probably going to be fine. I give

myself a pep talk.!

He explained, but I really didn’t know what he was talking about. Made me

feel kind of stupid.!

He brings me to the computer to show me

what’s recommended. It seems to make sense… but

I’m not sure.!

I just want my oil changed. They seem to want to find everything

they can. !

They seem to know what they’re doing - everything is going to

be OK!

They try to sell me stuff I don’t need but I don’t

know enough to fight back.!

He walked in with a ‘pained expression’ and

told me I needed a transmission flush!

It cost more than I anticipated. I just

wanted to go once they got my money. !

I took care of what I needed to. The kids are safer. I’m glad I

got it done .!

They seem concerned that I’m satisfied. !

I’m angry and frustrated with myself for not

researching this in advance or keeping the coupons. !

I don’t have to think about this for another

three months. !

I’m less stressed that something is wrong with my

vehicle. !

My car doesn’t seem to be

running as well!

My car seems to have more

pep!

I should have taken care of

it already.!

I feel interrupted. !

Example:))Ge+ng)Your)Car)Serviced)

Guilty'

Anxious'Relieved'

Confused'Concerned' Irritated'

Relaxed'Focused'

Remorseful'Angry'

Manipulated'

Unburdened'

Cared'For'


others!as!part!of!the!experience.!!This!includes!company!representatives!as!well!as!other!audiences!they!care!about.!

! Violations# of# Justice! N! any! elements! of! the! formal! or! informal! process,! interactions! and! distribution! of!outcomes!that!do!not!seem!fair.!!!Most!experiences!have!latent!and!embedded!violations!of!justice!that!have! a! very! powerful! effect! on! behavior.! ! ! People! generally! respond! to! these! in! an! automatic! and!subconscious!way!–!it!just!didn’t!feel!right.!

! Social# Influence!–! the!ways!that!people!are! influenced!by!the!behavior!of!others,! including!how!people!they!care!about!respond.!!They!can!also!be!influenced!to!make!choices!driven!by!needs!for!attention!and!approval,!a!sense!of!social!reciprocity!and!the!fairness!associated!with!making!reciprocal!concessions,!as!well!as!the!need!to!communicate!their!social!position!or!project!a!desired!identity.!

! Framing#/#priming#cues!–!the!ways!of!framing!specific!product!and!service!design!cues!to!influence!how!people!make!sense!of!the!product,!service!or!experience,!form!expectations!and!understand!and!act!on!their!alternatives.! !Subtle!point!of!choice!clues!and!clear!default!choices!can!be!a!powerful! influence!on!behavior.!

! Positive#and#negative#surprises!N!the!things!that!catch!people!by!surprise!either!positively!or!negatively!as!well! as! how! these! surprises! influence! commitment! and! decision! making.! ! We’ve! found! that! stably!engaging!experiences!generally!run!a!5NtoN1!ratio!of!positive!to!negative!surprises.!

! Confusion#and#frustration#points!–!the!things!people!find!confusing!or!complicated.!!Does!the!product!or!service!experience!make!the!right!behaviors!easy?!!!Are!their!points!of!frustration,!annoyance,!fear,!etc.!!And!where!do!they!appear!across!the!experiential!lifecycle?!

! Financial#and#other#rewards#or# incentives!N!how!people!perceive!choices!that!are!rationally!in!their!best!interests,!including!tangible!and!intangible!rewards!that!incent!behavior.!

A*TAXONOMY*OF*INFLUENCE*TRIGGERS*

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Interac(on*Signals*

Viola(ons*of*Jus(ce*

Social*Influence*

Framing*/Priming*Cues*

Financial*/*Reward*Incen(ves*

Posi(ve/Nega(ve*Surprises*

Confusion/Frustra(on*Points*

Do#you#care#about#me?#Are#you#on#my#side?#

Do#the#process,#interac6ons,#&#outcomes#seem#fair#to#me?#

What#are#others#doing?##What#“should”#I#do?#

How#do#I#get#the#“gist”#of#the#situa6on?#What#I#should#choose#to#do?#

What#do#I#find#annoying,##confusing,#or#frustra6ng?#

What#catches#me#by#surprise?##How#does#this#effect#me?#

What#choices#are#ra6onally#in#my#best#interests?#

1" 2" 3"

4" 5" 6"

7"


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The!combination!of!behavioral!preferences!(captured!by!Behavioral#Portraits),!goals!and!desired!states!(captured!by!Goal#Space#Mapping),!sensemaking!and!choice!framing!(captured!by!Metaphor#and#Construct#Elicitation),!as!well!as!lifecycle!analysis!(captured!by!Behavioral#Pathways!and!Emotion#Elicitation)!generally!point!to!different!influence!triggers!that!are!relevant!and!influential!with!each!of!the!profiles.!!For!example:!!

Social* Influence:* *Virtually!every!experience!we!have!takes!place!in!a!social!environment!that!exerts!a!powerful!influence!on!the!way!we!think!and!the!way!we!behave.!!In!this!post,!I’ll!describe!a!couple!of!the!social!forces!that!shape!how!people!think,!feel,!and!act.!!I!will!also!illustrate!some!ways!that!organizations!can!create!experiences!that!positively! influence!their!customers!and/or!employees!and!that!remove!the!barriers!to!profitable,!effective!behavior.!!These!experiences!can!be!described!as!socially!influential.!!!

Violations* of* Justice:! ! People! intuitively! and! automatically! sense!when! they! are! engaging! in! relationships! that!aren’t! fair! at! some! basic! level.!! The! evolutionary! path! of! the! human! brain! has! reinforced! the! development! of!instinctual,! subconscious!mechanisms! for! recognizing! fairness! in! individual! or! group! exchanges.!! This! capability!dramatically!improved!the!success!of!our!hunterNgather!ancestors!who!relied!on!cooperative!group!behavior!for!survival.!!Every!one!of!us!has!had!emotional!experiences!of!situations!being!“just!not!fair,”!even!if!we!have!a!hard!time! putting! our! finger! on! why! we! feel! that! way.!! Usually! our! automatic! emotional! experience! and! resulting!feeling! of! injustice! happens! before! we! can! consciously! label! that! feeling! with! some! rational! explanation! or!principal!that!tells!us!why!it’s!not!fair.!!

A*FEW*INFLUENTIAL*DESIGN*TACTICS*

There!are!wide!ranges!of!design!tactics!that!can!be!employed!in!Influence!Playbook!development.!!!Many!of!these!focus! on! specific! influence! triggers! for! the! target! audience(s).! The! following! tactics! are! drawn! from! practical!experience! supplemented! by! research! findings! from! social! psychology,! cognitive! science! and! behavioral!economics.!!Here!are!a!few!of!these!tactics:!

• People!tend!to!pay!attention!to!things!that!surprise!them!but!tend!to!adapt!and!receive!less!satisfaction!the!more!they!experience!those!things.!!As!designers!we!can!create!fresh!and!responsive!experiences!that!unfold! over! time! to!maximize! surprise! and!minimize! burnout.! !We! can! introduce! occasional! surprising!benefits.!

• People!tend!to!overestimate!how!long!they!will!experience!positive!and!negative!feeling!associated!with!current! situations.! ! As! designers,! in! positive! situations,! we! can! introduce! variability! that! prolongs! the!anticipation! of! benefits.! ! In! negative! situations,! we! can! remind! people! of! other! situations! where! the!negative!effects!dissipated!quickly.!

• People! are! often!more! excited! about! the! prospect! of! a! gain! than! they! are! with! the! gain! itself.! ! ! This!anticipation!effect!can!lead!to!addictive!behavior.!!People!are!often!more!worried!about!the!prospect!of!a!loss! than! then! actual! experience! of! the! loss! itself.! ! ! As! designers,! we! can! extend! the! time! frame! for!anticipated!gains!and!get!the!losses!over!with!quickly.!

• People!tend!to!pay!more!attention!to!personal!and!colorful!stories!than!abstract!statistics.!!!As!designers,!its!important!to!tell!compelling!stories!that!supplement!relatively!boring!statistical!information.!!!

• People!tend!to!see!what!they!expect!to!see!in!situations!and!in!other!people.!!This!is!often!based!on!initial!assessments.!!!They!also!tend!to!overestimate!similarity!based!on!a!small!number!of!similar!features.!!As!designers,! we! can! create! high! contrast! experience! elements! that! strongly! differentiate! the! current!situation!and!influence!people!to!take!a!fresh!look.!

• People!have!a!hard! time!remembering! the!past!and!anticipating! the! future.! !As!a! result,!estimations!of!gains!and!losses!tend!to!change!over!time.! !As!designers,!we!can!remind!people!of!past!states!and!help!them!do!a!better!job!of!envisioning!future!states.!


• Losses!are!perceived!to!be!more!painful!than!gains!are!perceived!to!be!desirable.! !As!designers,!we!can!associate! undesirable! options!with! a! loss.! !We! can! also!minimize! the! risks! associated!with! the! desired!option.!

• The!frequency!of!gains!and!losses!tends!to!be!more!important!than!their!magnitude.! ! !As!designers,!we!can!segregate!gains!into!smaller!but!more!frequent!occurrences!(with!variability!to!avoid!habituation)!and!combine!losses!into!larger!but!less!frequent!occurrences.!!!We!can!also!integrate!small!losses!into!gains!to!make!them!less!noticeable!or!pull!small!gains!out!of!losses!to!introduce!a!more!apparent!gain!event.!!

• People! have! trouble! letting! go! of! activities! where! time,! effort,! or! money! has! been! committed.! ! As!designers,!we!can!provide!people!more!effective!means!of!opting!out!of!negative!cycles.! ! !We!can!also!reinforce! their!ownership!of! the!decisions! they’ve!made!to! reinforce!a!cycle!of!escalating!commitment.!!We!can!also!provide!ways!for!people!to!preNcommit!to!a!course!of!action.!!

• People! tend! to! rely! on! default! alternatives! to! know! what! to! do.! ! The! most! common! default! is! to! do!nothing.! !As!designers,!we!can!make! the!desired!alternative! the!default!and! require!people! to!opt!out.!!!We!can!also!simplify!the!range!of!choices!to!avoid!the!situation!where! in!the!face!of!complex!decisions!people!do!nothing.!!!

• People! tend! to! evaluate! alternatives! by! comparing! them! to! other! alternatives! rather! than! on! absolute!merits.! ! ! As! a! result,! they! make! different! decision! based! on! the! way! information! is! presented.! ! As!designers,!we!can!present!the!preferred!options!in!favorable!contexts!relative!to!other!choices.!

• In!the!vast!majority!of!decisions,!people!rely!on!quick!indicators!to!know!what!to!do!and!when!to!do!it.!!As!designers,!we!can!introduce!simple!point!of!decision!triggers!that!resonate!with!the!automatic!behavioral!scripts!and!choiceNbased!processes!they!follow.!!It’s!critical!to!avoid!providing!overwhelming!amounts!of!information!that!unintentionally!acts!as!a!barrier!to!action.!

BUILDING*AN*INFLUENCE*PLAYBOOK*

Customer! Innovations! approach! to! influential! design! involves! the! development! of! an! Influence# Playbook! that!describes!a!set!of!design!interventions!or!solution!elements!(a.k.a.,!plays)!that!can!be!implemented!sequentially!and/or!combined! into!a!series!of!releases!phased! in!over!time.! !The!sequence!of!activities! involved! in!Playbook!development!includes!the!following:!

• Profile* Prioritization.* * Influence! Plays! are! generally! focused! on! the! most! “influenceNable”! and! influential!audience.!!

• Trigger* Prioritization.* Influence! Plays! are! focused! on! “pulling”! the! Influence! Triggers! that! will! be! most!effective!with!the!highest!value!Profiles.!!!!!

• Influence*Concepts.!Influence!Concepts!incorporate!the!varied!ways!of!answering!basic!questions—What!can!we!do!differently?!How!can!we!do!it!to!influence!the!desired!behaviors?!

• Concept*Prioritization.#Concepts!are!prioritized!based!on:!the!degree!to!which!they!pull!the!highest!priority!triggers!with!the!most!influenceNable!profiles!as!well!as!the!level!of!cost!and!degrees!of!complexity!and!risk.!

• Play*Development*and*Delivery* Implications.!A!detailed!description!of!the!most!influential! interventions!or!“Plays.”!!Each!is!described!at!the!level!that!can!inform!detailed!design!of!the!components!required!to!execute!that!play.!!!

• Release*Strategy*and*Design*Roadmap.!!Plays!are!then!formed!into!a!series!of!releases!that!balance!business!and! market! impact! versus! investment,! managing! risk! and! complexity,! ensuring! logical! and! technical!dependencies,!as!well!as!the!working!within!the!change!capacity!of!the!organization.!


SELECT*DESIGN*FOR*BEHAVIOR*L*CLIENT*EXAMPLES*

Property*and*Casualty*Insurance*Carrier • Structured! and! orchestrated! an! enterpriseNwide! customer! experience! initiative!

focused! on! INCREASING! automotive! customer! acquisition! and! retention.! ! This!effort!also!included!targeted!service!behaviors!for!captive!agents.!!

• Influence! Playbook! interventions! included:! innovative! design! of! a! Vanishing#Deductible! feature! to! replace! traditional! safe!driver!discounts,! improvements! in!the!new!customer!welcome!experience,!automatic!discount!finder!paired!with!a!semiNannual!customer!review,!as!well!as!replacing!complex!renewal!choices!with!simpler!default!options.!

!Automotive*Services*Chain*

• Developed! a! comprehensive! set! of! experience! design! interventions! focused! on!intentionally! DECREASING! revenue! per! visit! by! 10%! in! order! to! enable! an!INCREASE!in!visit!frequency!by!40%!and!a!resulting!INCREASE!in!same!store!sales!of!12%.!!

• Influence! Playbook! interventions! included:! the! development! of! new! visit!occasions,! the! expansion! of! referrals! to! other! providers,! friends! and! family!discounts! /! pricing,! as! well! as! changes! in! manager! and! employee! training! and!incentive!structures.!!

!Small*Group*Health*Insurance**

• Conducted!behavioral!research!with!small!business!clients!and!insurance!brokers!in! order! to! develop! specific! interventions! that! would! INCREASE! client! case!renewal! and! INCREASE! share! of! business! with! highNproducing! brokers.! ! These!interventions!generated!a!$100!million!increase!in!revenue!within!one!year.!

• Influence! Playbook! interventions! included:! ! radical! simplification! of! renewal!packages! from!50+!pages!of! complex! alternatives! to!4!pages! simplified! choices,!targeted! process! and! timing! changes! in! the! renewal! experience,! and! the!development! of! a! new! “renewal! specialist”! role! to! supplement! the! existing!account!structure.!!!

!Regulated*Electric*Utility*

• Conducted!behavioral!research!focused!on!how!individuals!engage!with!using!and!paying!for!electricity,!as!well!as!their!experience!with!a!regulated!electric!utility.!!This!research! informed!the!design!an! innovative!portfolio!of!experience!delivery!interventions! focused! on! REDUCING! regulatory! complaints! and! INCREASING!satisfaction!results.!

• Interventions!centered!around!two!highly!differentiated!design!themes:!!Save#Me#Money! and! Keep# Me# Informed.! ! The! Save! Me! Money! design! proactively!addressed! customers’! “high! bill! reactions”! that! accounts! for! 50%! of! customer!contacts.!This!included:!a!simplified!and!interactive!energy!statement,!a!gameNlike!“Save! Me! Money”! virtual! advisor,! innovative! pay! plan! options,! and! integrated!credit!counseling!services.!


Luxury*Jewelry*Retailer*

• Conducted! behavioral! research! into! the! gift! shopping! and! giving! experience! for!male! gift! givers! in! order! to! develop! specific! retail! interventions! focused! on!INCREASING!visit!frequency,!repeat!purchases!and!word!of!mouth.!

• Interventions! included! signature! experience! elements! that! reinforced! the! design!theme! The# Perfect# Gift,# Guaranteed! that! helped! the! male! gift! giver! select! the!perfect!item,!romance!the!gift!and!“come!home!a!hero.”!!It!also!included!changes!in! greetings,! service! interactions,! a! signature! return! /! exchange! process,! and! an!unconditional! guarantee.! ! The! project! integrated! changes! in! the! employee!experience!including!hiring,!training,!communications,!and!incentives.!

!National*Moving*Company*

• Developed! a! comprehensive! set! of! experience! design! interventions! focused! on!INCREASING! the! close! rate! on! quoted! business,! INCREASING! revenue! per!customer! by! offering! innovative! valueNadded! services! and! INCREASING!word! of!mouth.!

• Conducted! behavioral! research! focused! on! innovating! the! endNtoNend! family!move! experience.! ! Developed! service! interventions! focused! on! simplifying! key!stressNpoints! in! the! family! move! experience.! ! This! included! the! design! of! an!innovative! ZeroXCost# Move! offering! that! helped! people! organize! and! sell! off!enough! of! their! unneeded! possessions! to! pay! for! the! move.! ! It! also! included!differentiated! services! focused!on!preparing!and!establishing! the! family! in! their!new!location.!

!Dental*Health*Foundation*

• Childhood!dental!caries!is!one!of!the!most!prevalent!communicable!diseases!with!about! 80%! of! caries! occuring! in! the! most! underserved! 20%! of! the! population.!!Customer! Innovations! conducted! inNfield! research! to! identify! and! prioritize!specific!behavioral!outcomes!that!would!REDUCE!the!incidence!of!tooth!decay!in!the!target!population.!!

• Interventions! included! comprehensive! publc! will! building,! education,!communications,! and! community! outreach! programs! focused! at! the! most!influencible!participants!at!the!most!influencible!moments!–!pregnancy!and!early!parenthood!for!young!woman!and!pediatric!care!providers.!

!Business*Services*Provider*

• Worked!with!the!provider!of!complex!outsourcing!and!technologyNbased!services!to! identify! levers! for! INCREASING! service! revenue! penetration! with! existing!customers!and!REDUCING!the!risk!of!client!defection.!

• Interventions! included! changes! in! strategic! account!management! structure! and!processes! and! the! adoption! of! a! more! clientNcollaborative! account! planning!approach.!!It!also!included!implementing!a!closedNloop!client!feedback!and!issue!management! process! that! integrated! action! planning! and! results!management.!!Within! 6! months! of! adoption,! these! changes! contributed! to! an! additional! $80!million!INCREASE!in!revenue!with!the!provider’s!largest!client.!


About#the#Author#*

Frank*Capek*Chief!Experience!Officer!

Customer!Innovations,!Inc.!!!

Frank! Capek! has! spent! more! than! 25! years! helping! leading!organizations! design! products,! services! and! experiences! that!positively!and!profitably!influence!people.!!His! work! includes! everything! from! designing! retail! stores! and!restaurants! to! creating! distinctive! products,! services! and!technology! for! a! range! of! financial! institutions,! healthcare!organizations,! highNtech! and! consumer! products! companies,! as!well!as!business!services!providers.!!Frank! is!an!expert!on! the! integration!of!design!and!behavior.! ! In!

the!course!of!his!work,!he’s!pioneered!many!of!the!most!effective!tools!for!profiling!and!influencing!how!people!perceive,! interpret!and!act!on!their!experiences.! !These!tools!are!the!backbone!of!the!influence!modeling!and!design!methodology!employed!by!Customer!Innovations.!!Over! the!past! decade,! an! increasing! amount! of! Frank’s!work! has! focused!on! intentional!design! of! leadership! and! employee! experiences! that! generate! desired! customer!experiences.!!Frank’s!clients!include:!!AlliedBarton,!American!Express,!AARP,!Amway,!Chase,!ChickNfilNA,!Comerica,!Delta!Dental,!Detroit!Edison,!Dominion,!Entergy,!Humana,!ING,!Jiffy!Lube,!Kaiser!Permanente,! L’Oreal,! Merrill! Lynch,! Michelin,! MIT,! Nationwide,! Novartis,! Principal!Financial,!United!Van!Lines,!Western!Union!and!Zale.!!Frank!is!a!highly!rated,!entertaining!and!engaging!presenter!and!workshop!facilitator.!!He!provides!keynote!addresses,! conducts!executive!working! sessions,!and! leads!experiential!learning!events!for!leading!companies!around!the!world.!!Frank! founded!Customer! Innovations! in!1998.! ! In!addition,!he’s!held!strategy!and!design!practice!management!roles!with!CSC!Index,!eLoyalty,!and!The!Concours!Group.!!He!studied!design,!mathematics!and!cognitive!sciences!at!MIT,!State!University!of!New!York!and!the!Courant!Institute.!!You!can!contact!Frank!at!fcapek@customerinnovations.com!

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Documents

CI - Behavioral Profiling Overview 2013 - Customer …customerinnovations.com/wordpress/wp-content/uploads/...Behavioral*Profiling*Overview©!2013!Customer!Innovations.!All!Rights!Reserved!!

CI - Behavioral Profiling Overview 2013 - Customer …customerinnovations.com/wordpress/wp-content/uploads/...BehavioralProfilingOverview©!2013!Customer!Innovations.!All!Rights!Reserved!!