Using behavioural science to overcome inertia in a low interest, low reward context
To conform to new PSD2 regulations our client needed their customers to reconfirm their preferences for receiving financial statements. How can we get customers to read, engage and respond when motivation / interest is very low?
TBA Approach.
Audit of current onboarding communications through a BeSci lens.
Design of new prototype comms.
In-context testing with customers
Behavioural Insights, Interventions & Impact.
TBA’s work showed our client needed to tread carefully between disrupting but not alarming customers.
Messaging needed to be framed in a way where the call to action was highly salient, yet not pushy, and to convey a sense of choice.
Framing the need for action around regulatory changes carried the most weight – leveraging authority bias.
TBA’s applied BE learning led to a 75% response rate, leading to significant cost avoidance (and zero complaints).