Behaviour change- fresh thinking

BEHAVIOUR CHANGE FRESH THINKING – PART 2 1st July 2016

JUNE 2015 Behaviour Change Part 1

BEHAVIOUR CHANGE IS HARD TO ACHIEVE……AND REALLY EASY TO OVER COMPLICATE

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You look at real people’s influences,

motivations and barriers

You keep it simple

Table19.co.uk • @WeAreTable19 4

Quick recap

Small clever

A lot has happened in the last 12 months…..

SO WHERE DO WE REALLY FOCUS ON CHANGING BEHAVIOURS AND

HOW DOES IT FIT IN WITH THE REMAKABLE CYCLE?

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Identifying behaviours at our Moments of Truth and changing them in a remarkable way

1. How do we want people to behave at our moments of truth?

2. Why aren’t they behaving like this already?

3. How can we intervene with a remarkable experience?

3 simple questions

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HOW DO WE WANT PEOPLE TO BEHAVE?

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How do we want people to behave at our moments of truth?

Remarkable Experience

Single Moment

of truth Micro Journey Full life-cycle

journey

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How do we want people to behave at our moments of truth?

Start to trust BlackRock and buy more UK Equity Income from BlackRock

Talk to their children about Internet Safety

Upgrade their mobile phone through

Carphone Warehouse at the end of their contract

Buy extra insurance for their tech

Start a new gym habit when it looks like they’re

about to lapse

Watch a movie with Now TV

Stop calling the Sky call centre to reset their PIN

Stop putting off buying a funeral plan

Tell your friends how great Sky Box Sets are

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WHY AREN’T THEY BEHAVING LIKE THIS ALREADY?

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Why aren’t they behaving like this already at our moments of truth?

Previous bad experience

Don’t have the right skills/tools

No relationship with the brand

No perceived need

Overwhelmed and daunted

Environment Habit Inertia

Lack of awareness

The NHS desperately needs people aged 17-30 to start donating blood and to continue doing it on a regular basis NHS need over 6,000 blood donations every day to treat patients in need across England Each year NHS need approximately 200,000 new donors, as some donors can no longer give blood 25% of us will need to receive blood at some point yet only 4% of us donate (mostly over 45s) In the past decade alone there has been a 40% fall in new donors The drop in the total number has been sharp, and can be blamed on several factors 5 mins - Why aren’t we donating blood on a regular basis or ever at all?

Group exercise part 1

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HOW CAN WE INTERVENE WITH A REMARKABLE EXPERIENCE?

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Fusion Lab objective – How could we change behaviour with a Remarkable Experience?

T19 ‘SHIFT’ principles

Tech, data, creativity, small

clever

= Remarkable Experience

SOME EXAMPLES

BlackRock Adviser Exchange Onboarding programme Moment of Truth - day 10

Customer journey stage Getting to know you So far so good. Our adviser will hopefully have been impressed by the 8.40 email and will have visited the Adviser Exchange website. There on the cusp of beginning to trust what BlackRock has to offer.

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How can we intervene with a remarkable experience?

Virgin Active Pitch

Moment of Truth <3 monthly gym visits Chris is a Cheetah! He’s been a regular at the gym for 3 months and lost a stone. That was easy! He’s at risk of leaving because he thinks he’s reached his fitness goal.

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1. How do we want people to behave? We want Chris to realise how rewarding it can be to set and achieve his next goal. And the next, and the next, and the next. He needs to get back in the Gym fast……

2. Why aren’t they behaving like this already?

Chris hates going to gym. He’s a real 40 yr old person who needs an excuse to form a new habit. If going to the gym isn’t a pleasure he’ll avoid it at all costs.

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Internet Matters Protect their curiosity

Moment of Truth The kids are spending more and more time online. Parents are struggling to keep up and may not have set up all their parental controls across all the various devices in their home.

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1. How do we want people to behave? We want to jolt parents into action. Get them to set their parental controls immediately.

2. Why aren’t they behaving like this already? Unaware or blasé about what their kids are looking at online – and how to protect them from seeing inappropriate content across different devices and platforms. It’s hard for parents as they want to do the best for their kids, but it’s such a different world to when they were growing up.

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https://www.youtube.com/watch?v=qf_-Q0iKB4w&list=PLJSbhHkqYnrTxrsznOns7r1Vtv2KDh9Ee

BACK TO THE EXERCISE…..

The NHS desperately needs people aged 17-30 to start donating blood and to continue doing it on a regular basis • - Split into groups of 3 or 4

• - Take the reasons for not behaving how the NHS

would like us and devise some Remarkable Experiences to change this. Remember……….

• T19 ‘SHIFT’ Principles • +

• Tech, creativity, data • =

• Remarkable Experience

• - 10 mins and report back to the group

Group exercise part 2

Thank You

Marketing

Behaviour change- fresh thinking