GAME OF BEHAVIOURAL ECONOMICS

5 STEPS TO END THE “MARKETING WINTER”

5 KEY TAKEAWAYS:

USING BEHAVIOURAL ECONOMICS

FOR BETTER CUSTOMER ACQUISITION & BETTER CUSTOMER EXPERIENCE

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1 UNSYSTEMATIC BE INTRO:

BUILDING EMPATHY: ”More” is still not good enough

OVERRIDING CHOICE: How to ‘nudge’ your customer?

DESIGNING CHOICE: For an enhanced experiences

BE NO MAGIC SOLUTION

2

3

4

5

BEHAVIORAL ECONOMICS

BETTER CUSTOMER ACQUISITION & CUSTOMER EXPERIENCE

Awareness Familiarity Consideration Purchase Loyalty

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TRADITIONAL DECISION-MAKING

JOURNEY

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START

HERE New customer Consider Buy

Advocate Experience

Bond

Evaluate

McKinsey CDJ: 2009

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START

HERE Consider

Buy Advocate

Experience

Bond

Evaluate

McKinsey CDJ: 2015

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History

2009

2015

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1 UNSYSTEMATIC BE INTRO:

BUILDING EMPATHY: ”More” is still not good enough

OVERRIDING CHOICE: How to ‘nudge’ your customer?

DESIGNING CHOICE: For an enhanced experiences

BE NO MAGIC SOLUTION

2

3

4

5

BEHAVIORAL ECONOMICS

BETTER CUSTOMER ACQUISITION & CUSTOMER EXPERIENCE

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In the fields of

observation

chance favors

only the

prepared mind.

– Louis Pasteur

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1 UNSYSTEMATIC BE INTRO:

BUILDING EMPATHY: ”More” is still not good enough

OVERRIDING CHOICE: How to ‘nudge’ your customer?

DESIGNING CHOICE: For an enhanced experiences

BE NO MAGIC SOLUTION

2

3

4

5

BEHAVIORAL ECONOMICS

BETTER CUSTOMER ACQUISITION & CUSTOMER EXPERIENCE

SIMPLIFY

EMOTIONS

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NUDGE FRAMEWORK

BUY 6 COFFEE’S

GET 7TH FREE

2016 ORC International Proprietary & Confidential 2016 ORC International Proprietary & Confidential

GET 6 STAMPS TO CLAIM A FREE COFFEE

SIMPLIFY

EMOTIONS

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SIMPLIFYING VALUE EQUATION

GET 6 STAMPS TO CLAIM A FREE COFFEE

SIMPLIFY

EMOTIONS

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AROUSING EMOTION

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1 UNSYSTEMATIC BE INTRO:

BUILDING EMPATHY: ”More” is still not good enough

OVERRIDING CHOICE: How to ‘nudge’ your customer?

DESIGNING CHOICE: For an enhanced experiences

BE NO MAGIC SOLUTION

2

3

4

5

BEHAVIORAL ECONOMICS

BETTER CUSTOMER ACQUISITION & CUSTOMER EXPERIENCE

BREAK/COMMERCIAL

EN

JO

YM

EN

T

TIME

Continuous TV Show

Show + Commercial

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A 100% PARTICIPATIVE

MEETING

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HOW I QUIT SMOKING

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1 UNSYSTEMATIC BE INTRO:

BUILDING EMPATHY: ”More” is still not good enough

OVERRIDING CHOICE: How to ‘nudge’ your customer?

DESIGNING CHOICE: For an enhanced experiences

BE NO MAGIC SOLUTION

2

3

4

5

BEHAVIORAL ECONOMICS

BETTER CUSTOMER ACQUISITION & CUSTOMER EXPERIENCE

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CONSIDER

Emphatize 1

2

3

EVALUATE

CONSIDER

START

CLASSIC

JOURNEY

BOND ADVOCATE ENJOY BUY

THE CLASSIC

LOOP

THE LOYALTY

LOOP START

NEW

JOURNEY

Options to “Nudge” and “enhance” offer

Experiment

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SAMY.MARDOLKER@ ORCINTERNATIONAL.COM

Map your customer

journey.

Play LEGO

with us!

Heard of Emotional

Conjoint?