Transforming a customer value proposition, UK
One person’s knowledge and skills are rarely enough to complete every puzzle piece of a complex problem. It’s important to bring together a multi-faceted team from a spectrum of specialisms. But it’s not just about bringing the right people together for a brainstorm, you need a multi-faceted team to IMPLEMENT and EXECUTE the idea.
However how can you do this when behavioural science is still in a nascent stage and there are not that many people skilled in its application?
This was the challenge for Cowry when working with Tesco, the British multinational retailer. It was important to bring together an array of stakeholders to collaboratively deliver transformation at scale.
Chapter 12 details how Cowry made this happen and transformed Tesco’s online shopping proposition by using principles from behavioural science to increase group co-operation, engagement and buy-in.
Cowry identified 25 friction or pain points across the customer journey and, by bringing the right stakeholders together, it was possible to unpick these cognitive friction points. Cowry successfully worked with Tesco on a series of behavioural changes which led to transformational results
In this chapter we learnt that we need to use scarcity to motivate involvement. We are extremely susceptible to statements which boost our ego – so to recruit people for your multi faceted team, explain that there is an amazing opportunity for the individual to join a group of 8 hand picked people for the project and explain you would like them to be involved.
Get sponsorship from an authoritative messenger
Make sure you involve those who will add credibility to the project. It doesn’t have to be total involvement – even name dropping will suffice.
Solicit commitments to solidify involvement
Once you get commitment, however small, we are more likely to continue investing in it. We saw in Chapter 12 how you can use an array of commitment devices to galvanise a team and solidify their involvement in a project.
By working closely with Tesco, Cowry was able to transform Delivery Saver by using behavioural science. And given Tesco’s willingness to innovate, they are quickly becoming one of the biggest proponents of behavioural science in the UK.
