Our award-winning programme reveals the
secret behind top performing call
We do this by psychologically
Using training to deepen employee understanding of the psychology of how customers make everyday decisions especially around money.
Sharpening the language, order
Designing the employee interfaces to make the conversations easier, more valuable, and increase employee engagement.
We used our Winning Conversations Programme within Aegon, a
The brief was to ensure that customers could easily understand their options, act upon them, and feel confident in the decisions they had made.
We achieved this through:
Training Aegon’s call centre operatives to understand how their customers make decisions
Redesigning the order, language and amount of information presented to the customer
Redesigning the look and feel of the scripts to make the operative’s job easier
Optimising the working environment to improve productivity and wellbeing
And as a result..
Often business communications are overlooked, but more and more companies are understanding the importance of every interaction.
We apply forensic focus to ensure that all of your communications continue to build valuable relationships with your customers.
We do this by identifying the friction points that are preventing customers from reading, understanding and engaging with your content; transforming them into clear and engaging designs.
We used our friction and fluency processes to optimise the important and high volume letters and forms that Aegon were sending to their customers.
We then ran a Sustainable Design Lab to train Aegon’s marketing team in Cowry’s 15 Principles of Better Letters. They now have their own team of in-house experts, producing psychologically effective communications.
Thanks for the session yesterday, we all found it really interesting, and it’s given us a lot of food for thought … we’re already coming up with some changes we could make to our forms to help our customers
We produce fluent UX journeys that compliment the way that people naturally think and behave
By identifying the psychological barriers that make your UX journeys effortful, we can highlight the areas that need behavioural intervention, to create elegant, fluent designs.
At Aegon, we optimised Retiready, their direct-to-consumer proposition. We applied social norms, endowment effect and rules of processing fluency to produce a behaviourally optimised journey for customers.
As a result, this showed a significant increase in conversion rate, with a 19% uplift on one of their key webpages.
Alongside our own experience, these are the factors that researchers and regulators have identified as the most important in customer decision making.