A presentation by Fresh Egg strategy director David Somerville that explores how the behavioural insights model 'EAST' can be used to improve your customer experience. To download our free whitepaper on the EAST model go to: https://www.freshegg.co.uk/resources/east
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
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.
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!
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.
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
I’ve always been interested in what makes human beings do what they do, especially the social and external factors that change their behaviour
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
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
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
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’.
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
They have a live chat functionality that’s front and centre for users – also the language can be changed easily if required
Lovely homepage design – bold colours, strong product visuals and clear links to products
Booking.com use a variety of ‘social proof’ nudges, such as review ratings
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
EAST is considered when you are at the ‘solutions’ stage