Behavioural Science - IIBA UK 2022-10-26

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BEHAVIOURAL SCIENCE:
PUTTING PEOPLE AT THE HEART
OF A SUCCESSFUL CHANGE
LIVE WEBINAR – 26TH OCTOBER 2022

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© 2022 The Capital Markets Company. Capco Confidential. All rights reserved.
© 2022 The Capital Markets Company. Capco Confidential. All rights reserved. 2
BEHAVIOURAL SCIENCE: PUTTING PEOPLE AT THE HEART
OF A SUCCESSFUL CHANGE
TODAY‘S SPEAKERS
Martha Ferez
Managing Principal
Behavioural Science Practice Co-Lead
E: Martha.Ferez@capco.com
Sarah O’Callaghan
Managing Principal
Scotland Partnerships Lead
E: Sarah.Ocallaghan@capco.com

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© 2020 The Capital Markets Company. Capco Confidential. All rights reserved.
CAPCO IN SCOTLAND
Deep local financial services industry expertise with a
strong track record in delivering strategy to execution
in Scotland.
In the heart of Edinburgh city
center, we regularly host our
clients in our flexible client
collaboration spaces for a range of
events and social gatherings.
OUR SPACE
Our Scotland Clients Include
300+
HEADCOUNT
46%
PROJECT
MANAGERS
34%
BUSINESS
ANALYSTS
20%
PMO
100%
SMEs
Sustained growth since 2015
2017 2018
120
80
2016
2015 2019
140
2020 2021
150
260+
40
2022
300+
In the heart of Edinburgh city center,
we regularly host our clients in our
flexible client collaboration spaces for
a range of events and social
gatherings.
OUR SPACE

4. BEHAVIOURAL SCIENCE: PUTTING PEOPLE AT THE HEART
OF A SUCCESSFUL CHANGE

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IS CHANGE EASY?
STATUS QUO
• RISKY?
• NOVELTY!
• UNNECESSARY?

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• Behavioral Science is an umbrella term for
the multidisciplinary, open-minded science
of understanding how people behave.
• It sits at the intersection of Psychology,
Neuroscience, Sociology and Economics.
• It helps us understand how and why people
make decisions (conscious and
unconscious) that then drive certain
behaviours.
BEHAVIOURAL SCIENCE
HOW AND WHY PEOPLE MAKE DECISIONS
AND WHY PEOPLE MAKE DECISIONS

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Which one do you encounter most?
TYPES OF CHALLENGES

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A day in the life of a Business Analyst involves:
• Collaborating
• Facilitating
• Engaging
• Liaising
• Interfacing
• Steering
• Influencing
• Bridging
With one single thing in common: people.
Learning key principles of behavioural science can
help BAs
to better understand people and help them to help
themselves to enable change delivery and create
positive business outcomes for their organisations.
THE BUSINESS ANALYST ROLE
Facing ‘People’ challenges in
Business Transformation
People challenges BAs face in Business Transformation Initiatives
Source: Capco UK BA Community

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PEOPLE PROBLEMS

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PEOPLE SOLUTIONS
Performance
Wellbeing Empathy
Customer Focus
Innovation
Knowledge

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© 2022 The Capital Markets Company. Capco Confidential. All rights reserved.
EMBED MINDSET AND BEHAVIOURS
INTO THE ORGANISATION’S DNA
• Trying to solve people problems only with
methodologies or tools won’t address their root
cause
• People problems are sometimes triggered and
addressed by emotion or instincts and not always
just reason

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© 2022 The Capital Markets Company. Capco Confidential. All rights reserved.
IDENTIFY THE ORGANISATIONS
• People solutions must consider mental shortcuts/bias which are not always correct
and can lead to behaviours that don’t align with our vision

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…WITH EMOTIONAL
MANAGEMENT &
CONTINUOUS LEARNING
IS NOT A METHODOLOGY,
BUT AN ADAPTIVE
PROCESS…
BEHAVIOURAL SCIENCE
APPLIED TO CHANGE
MANAGEMENT

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© 2022 The Capital Markets Company. Capco Confidential. All rights reserved.

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COMMUNICATE THE VISION
OF WHY TRANSFORMATION
IS NECESSARY TO INSTIL A
SENSE OF PURPOSE
LESSON #1

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EMBED
PSYCHOLOGICAL SAFETY
TO CREATE A VIRTUOUS
CYCLE TO ENHANCE RISK
MANAGEMENT
LESSON #2

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ADDRESS COGNITIVE BIASES
VIA BEHAVIOURAL
NUDGES TO REDUCE THE
PERCEPTION OF RISK
LESSON #3

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PRAISE
THE RIGHT BEHAVIOURS
TO REINFORCE AND SUSTAIN
THOSE TRAITS AMONG
EMPLOYEES
LESSON #4

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PRACTICE MAKES PERFECT
A ONE OFF THEORETICAL
TRAINING WON’T EMBED
KEY KNOWLEDGE
LESSON #5

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LEADERS NEED TO MODEL
THE CHANGE TO HELP
OTHERS VISUALIZE THE
FUTURE
LESSON #6

21. POLLING TIME!

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© 2019 The Capital Markets Company. Capco Confidential. All rights reserved. 22
Purpose Motivation Training
Leadership

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A NEW TOOL FOR YOUR
BUSINESS ANALYSIS
TOOLBOX
BEHAVIOURAL
SCIENCE

24. Q&A

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© 2022 The Capital Markets Company. Capco Confidential. All rights reserved. 25
WHITE PAPER ON CAPCO.COM
Behavioural Science & Business Transformation
Link here

26. THANK YOU FOR ATTENDING

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© 2022 The Capital Markets Company. Capco Confidential. All rights reserved.
THANK YOU
For more information, please contact:
Sarah O’Callaghan
Managing Principal
Scotland Partnerships Lead
E: Sarah.Ocallaghan@capco.com
Martha Ferez
Managing Principal
Behavioural Science Practice Co-Lead
E: Martha.Ferez@capco.com

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© 2022 The Capital Markets Company. Capco Confidential. All rights reserved.
© 2022 The Capital Markets Company. Capco Confidential. All rights reserved.
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