To persuade customers to go paperless, Tesco Bank applied their learnings from our behavioural science training, with our support, to develop three key interventions:
Reducing Cognitive Overload – To dramatically reduce the effort required for customers to activate paperless, we developed a 1-click email campaign. This campaign allowed the customer to go paperless by clicking one button in an email, and the operational team would complete the process in the back end. This transformed going paperless into an effortless experience by removing the psychological and physical barriers.
Creating Persuasive Messaging – Alongside all paperless activity, we developed a consistent message to reinforce the benefits of being paperless. Instead of “5 steps to complete”, the messaging of ‘Simple, Sensible, Secure’ leveraged the Keats Heuristic, whereby alliterative sentences and sentences that rhyme are perceived as more appealing, trustworthy and memorable.
Changing The Default - Defaults are one of the most powerful behavioural science techniques, whereby people are likely to stick with a pre-set option. We changed the default for new customers joining the Bank by automatically opting them into paperless banking, with the flexibility to switch to paper if they wanted at any time.
