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Look EAST -
A Behavioural
Insights model for
improved customer
experience
David Somerville, Strategy Director
About me
Behavioural Sciences graduate
20 year career in marketing - I’ve been
creating and testing ‘behavioural nudges’ for
years!
Strategy director for Fresh Egg
Using the EAST model can
improve the experience for your
customers, therefore enabling
choice and empowering
consumer behaviour change
Today’s presentation
Customer experience
mapping
Understanding your customer’s
experiences
Behavioural insights
and marketing
Behavioural insights utilise research into behavioural
economics, sciences and psychology to understand
and
influence behaviour among people
What are behavioural insights?
Auto-enrolment replaced the
need for workers to opt-in
themselves
This trial saw an increase in
pension scheme participation
from 63% to 81%
Example: Pension Auto-enrolment
The UK Government increased
tax compliance by 4% from
changing the link on the
reminder email to go direct to
the PDF form to download,
instead of making people
search for it from a general
page
Example: Tax forms
Nudge Theory
In behavioural insights, a ‘nudge’ is classed as
any aspect of choice architecture that alters
people’s behaviour without them losing any
freedom of choice
Putting fruit at eye level to encourage healthy
eating is a nudge. Banning junk food is not.
Where did EAST come
from?
Developed by the Behavioural
Insights Team in early 2012,
the EAST model replaced the
MINDSPACE framework that
had previously been in use.
Thanks David Cameron!
Good Thinking and Behavioural Insights
What is EAST?
The EAST model
Easy
If a decision requires minimal effort, it’s more
likely to be the one that’s chosen.
Harness the power of defaults – making the
desired action the default option makes it more
likely to be selected.
Reduce the hassle factor of taking up a
service.
Simplify messages – making messages clear
and concise can increase response rates and
engagement.
Example: Canyon Bikes
Attractive
If something is attractive, we will be drawn to it.
Use bold and striking colours and professional
imagery.
If a choice has financial reward or other
incentive we’ll be drawn to that too – and if it
captures our attention we’ll be more likely to
engage.
For example, responses to the electoral roll
increased by 2% when a £5k and £10k lottery
element was introduced in the reminder letters.
Example: Kind Snacks
Social
We are social beings – we care about what our
peers are doing, and what they think of us.
Show that most people perform the desired
behaviour – use social proof to highlight and
reinforce participation.
Use the power of networks – peer relationships
are very important to us, both in person and
online.
Encourage people to make a commitment to
others – commitment devices voluntarily ‘lock
ourselves’ into doing something in advance.
Example: Booking.com
Timely
The time that you choose to prompt or ‘nudge’
someone towards a desired behaviour is vitally
important.
Prompt people when they’re most likely to be
receptive – behaviour is easier to change when
habits are already disrupted.
Consider the immediate costs and benefits –
we’re more influenced by costs and benefits
that take effect immediately.
Help people plan their response to events –
identify the barriers to action and develop a
plan to address them.
Example: Open University
How to implement and measure EAST
Your action list
 Carry out Customer Experience research
 Looking at the ‘moments of truth’, identify the challenges people have within their experience
 List out which behaviours (outcomes) you want to change
 Decide how they are going to be measured
 Decide on your specific activities
 For each of these, list out what is needed from the EAST principles
 Test and learn
In summary
The EAST model states that to change behaviour the intervention must be:
EASY – how easy is it for them to engage in the desired activity?
ATTRACTIVE – how attractive is it for them to do it?
SOCIAL – what are the social implications?
TIMELY – when is the right time for them to do it?
I believe this framework translates perfectly to marketing when you know what the customer
wants – you need to understand and map out your customer experience first
FreshEggUK @FreshEgg freshegguk fresh-egg
www.freshegg.co.uk
Sharing the value of experience.

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Look EAST - A behavioural insights model for improved customer experience

  • 1. Look EAST - A Behavioural Insights model for improved customer experience David Somerville, Strategy Director
  • 2. About me Behavioural Sciences graduate 20 year career in marketing - I’ve been creating and testing ‘behavioural nudges’ for years! Strategy director for Fresh Egg
  • 3. Using the EAST model can improve the experience for your customers, therefore enabling choice and empowering consumer behaviour change Today’s presentation
  • 7. Behavioural insights utilise research into behavioural economics, sciences and psychology to understand and influence behaviour among people What are behavioural insights?
  • 8. Auto-enrolment replaced the need for workers to opt-in themselves This trial saw an increase in pension scheme participation from 63% to 81% Example: Pension Auto-enrolment
  • 9. The UK Government increased tax compliance by 4% from changing the link on the reminder email to go direct to the PDF form to download, instead of making people search for it from a general page Example: Tax forms
  • 10. Nudge Theory In behavioural insights, a ‘nudge’ is classed as any aspect of choice architecture that alters people’s behaviour without them losing any freedom of choice Putting fruit at eye level to encourage healthy eating is a nudge. Banning junk food is not.
  • 11. Where did EAST come from?
  • 12. Developed by the Behavioural Insights Team in early 2012, the EAST model replaced the MINDSPACE framework that had previously been in use. Thanks David Cameron!
  • 13. Good Thinking and Behavioural Insights
  • 16. Easy If a decision requires minimal effort, it’s more likely to be the one that’s chosen. Harness the power of defaults – making the desired action the default option makes it more likely to be selected. Reduce the hassle factor of taking up a service. Simplify messages – making messages clear and concise can increase response rates and engagement.
  • 18. Attractive If something is attractive, we will be drawn to it. Use bold and striking colours and professional imagery. If a choice has financial reward or other incentive we’ll be drawn to that too – and if it captures our attention we’ll be more likely to engage. For example, responses to the electoral roll increased by 2% when a £5k and £10k lottery element was introduced in the reminder letters.
  • 20. Social We are social beings – we care about what our peers are doing, and what they think of us. Show that most people perform the desired behaviour – use social proof to highlight and reinforce participation. Use the power of networks – peer relationships are very important to us, both in person and online. Encourage people to make a commitment to others – commitment devices voluntarily ‘lock ourselves’ into doing something in advance.
  • 22. Timely The time that you choose to prompt or ‘nudge’ someone towards a desired behaviour is vitally important. Prompt people when they’re most likely to be receptive – behaviour is easier to change when habits are already disrupted. Consider the immediate costs and benefits – we’re more influenced by costs and benefits that take effect immediately. Help people plan their response to events – identify the barriers to action and develop a plan to address them.
  • 24. How to implement and measure EAST
  • 25. Your action list  Carry out Customer Experience research  Looking at the ‘moments of truth’, identify the challenges people have within their experience  List out which behaviours (outcomes) you want to change  Decide how they are going to be measured  Decide on your specific activities  For each of these, list out what is needed from the EAST principles  Test and learn
  • 26. In summary The EAST model states that to change behaviour the intervention must be: EASY – how easy is it for them to engage in the desired activity? ATTRACTIVE – how attractive is it for them to do it? SOCIAL – what are the social implications? TIMELY – when is the right time for them to do it? I believe this framework translates perfectly to marketing when you know what the customer wants – you need to understand and map out your customer experience first
  • 27. FreshEggUK @FreshEgg freshegguk fresh-egg www.freshegg.co.uk Sharing the value of experience.

Notas del editor

  1. I’ve always been interested in what makes human beings do what they do, especially the social and external factors that change their behaviour
  2. Before you think about using the EAST model, you firstly need to understand what the experiences are of your different customer groups Mapping these against a ‘customer experience journey map’ allows you to see the ‘moments of truth’ These are the pain and gain points for the customer. Now you can work out what ‘behaviours’ you want to try and change
  3. They are used predominantly by Government departments to improve the design and implementation of public policy and services for citizens. Often controlled, large-sample trials explore how subtle changes in the way choices are framed can influence people’s decision-making and enable behaviour change
  4. It’s worth here mentioning the ‘Nudge Theory’ – the idea that you can make small changes in what you do to change behaviour When using the EAST model you are simply coming up with small ‘nudges’ to influence someone’s behaviour
  5. MINDSPACE provided a helpful checklist of influences on behaviour for policy making, the team subsequently reviewed and refined the framework coming up with a shorter, simpler acronym ‘EAST’.
  6. For the past 18 months working on Good Thinking project Through this I worked with Public Health England’s Behavioural Insight Team Introduced to a model called “EAST” – I realised this would work well when applied to all sectors, not just Public Sector
  7. They have a live chat functionality that’s front and centre for users – also the language can be changed easily if required
  8. Lovely homepage design – bold colours, strong product visuals and clear links to products
  9. Booking.com use a variety of ‘social proof’ nudges, such as review ratings
  10. Fresh Egg identified user on the OU site had a need to be reminded of registration dates and needed an easy path into registration We also found a fear around missing out on registration Helped OU implement a series of banners, with increasing urgency We always split test these banners so we can measure impact and refine - Testing is very important
  11. EAST is considered when you are at the ‘solutions’ stage