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Behaviour change- fresh thinking

Take a look at our latest Fresh thinking presentation on behavior change.

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Behaviour change- fresh thinking

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  1. BEHAVIOUR CHANGE FRESH THINKING – PART 2 1st July 2016

  2. JUNE 2015 Behaviour Change Part 1

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

  4. BEHAVIOUR CHANGE – FRESH THINKING PART 2 Quick recap You look at real people’s influences, motivations and barriers You keep it simple Small clever Table19.co.uk • @WeAreTable19 4

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

  6. SO WHERE DO WE REALLY FOCUS ON CHANGING BEHAVIOURS AND HOW DOES IT FIT IN WITH THE REMAKABLE CYCLE?

  7. Identifying behaviours at our Moments of Truth and changing them in a remarkable way BEHAVIOUR CHANGE – FRESH THINKING PART 2 3 simple questions 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? Table19.co.uk • @WeAreTable19 7

  8. BEHAVIOUR CHANGE – FRESH THINKING PART 2 HOW DO WE WANT PEOPLE TO BEHAVE? 1

  9. BEHAVIOUR CHANGE – FRESH THINKING PART 2 How do we want people to behave at our moments of truth? Single Moment of truth Full life-cycle journey Micro Journey Remarkable Experience Table19.co.uk • @WeAreTable19 9

  10. BEHAVIOUR CHANGE – FRESH THINKING PART 2 How do we want people to behave at our moments of truth? Upgrade their mobile Upgrade their mobile phone through phone through Carphone Warehouse at Carphone Warehouse at the end of their contract the end of their contract Start to trust BlackRock Start to trust BlackRock and and b buy more UK Equity uy more UK Equity Income from BlackRock Income from BlackRock Start a new gym habit Start a new gym habit when it looks like they’re when it looks like they’re about to lapse about to lapse Stop putting off buying a Stop putting off buying a funeral plan funeral plan Stop calling the Sky call Stop calling the Sky call centre to reset their PIN centre to reset their PIN Watch a movie with Now Watch a movie with Now TV TV Talk to their children Talk to their children about Internet Safety about Internet Safety Buy extra insurance for Buy extra insurance for their tech their tech Tell your friends how Tell your friends how great Sky Box Sets are great Sky Box Sets are Table19.co.uk • @WeAreTable19 10

  11. BEHAVIOUR CHANGE – FRESH THINKING PART 2 WHY AREN’T THEY BEHAVING LIKE THIS ALREADY? 2

  12. BEHAVIOUR CHANGE – FRESH THINKING PART 2 Why aren’t they behaving like this already at our moments of truth? No relationship with the No relationship with the brand brand Overwhelmed and Overwhelmed and daunted daunted Previous bad experience Previous bad experience Inertia Inertia Habit Habit Environment Environment Don’t have the right Don’t have the right skills/tools skills/tools No perceived need No perceived need Lack of awareness Lack of awareness Table19.co.uk • @WeAreTable19 12

  13. Group exercise part 1 The NHS desperately needs people aged 17 The NHS desperately needs people aged 17- -30 to start donating blood and to continue doing it on a start donating blood and to continue doing it on a regular basis 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? 30 to

  14. BEHAVIOUR CHANGE – FRESH THINKING PART 2 HOW CAN WE INTERVENE WITH A REMARKABLE EXPERIENCE? 3

  15. Fusion Lab objective – How could we change behaviour with a Remarkable Experience? BEHAVIOUR CHANGE – FRESH THINKING PART 2 Tech, data, creativity, small clever T19 ‘SHIFT’ principles = = Remarkable Experience Table19.co.uk • @WeAreTable19 15

  16. SOME EXAMPLES

  17. BlackRock Adviser Exchange Onboarding programme Moment of Truth - day 10 Customer journey stage Customer journey stage Getting to know you 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.

  18. BEHAVIOUR CHANGE – FRESH THINKING PART 2 Table19.co.uk • @WeAreTable19 18

  19. BEHAVIOUR CHANGE – FRESH THINKING PART 2 How can we intervene with a remarkable experience? Table19.co.uk • @WeAreTable19 19

  20. Virgin Active Pitch Moment of Truth <3 monthly gym visits 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.

  21. BEHAVIOUR CHANGE – FRESH THINKING PART 2 1. 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…… How do we want people to behave? 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. Table19.co.uk • @WeAreTable19 21

  22. BEHAVIOUR CHANGE – FRESH THINKING PART 2 How can we intervene with a remarkable experience? Table19.co.uk • @WeAreTable19 22

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

  24. BEHAVIOUR CHANGE – FRESH THINKING PART 2 1. We want to jolt parents into action. Get them to set their parental controls immediately. How do we want people to behave? 2. 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. Why aren’t they behaving like this already? Table19.co.uk • @WeAreTable19 24

  25. BEHAVIOUR CHANGE – FRESH THINKING PART 2 How can we intervene with a remarkable experience? Table19.co.uk • @WeAreTable19 25

  26. BACK TO THE EXERCISE…..

  27. Group exercise part 2 The NHS desperately needs people aged 17 The NHS desperately needs people aged 17- -30 to start donating blood and to continue doing it on a start donating blood and to continue doing it on a regular basis 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 30 to + =

  28. Thank You

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