Transform customer experiences
Cowry conducted a behavioural audit to identify the psychological ‘friction points’ in customer conversations.
They discovered that conversations about pensions can be confusing, fraught and lead to fractured communication.
Customers are bombarded with information leading them to be cognitively overloaded and unsure on what to do next.
Cowry’s team of behavioural scientists took the findings from the audit, and used them to write and design an optimised playbook with over 65 separate behavioural nudges, for example:
Reduced Ambiguity
They introduced 3 simple steps: Collect, Check and Complete, which encouraged customers to bring their pension pots together.
Introduce Social Norms
They highlighted the benefits that many other customers receive by using an online platform in order to create momentum and drive usage.
Embedded Authority
They established prestige by renaming the team from ‘Priority Support’ to ‘Priority Plus’, and the call-centre agents were given the title of ‘Priority Plus Consultants’.
With the amazing results from this project, Standard Life have started to embed behavioural principles in other areas of the business.