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How people cluster experiences in their life

People’s expectations of a service are shaped by their previous experiences with similar or related services. It is because, for experiences that elicit or are triggered by similar needs or expectations, the mind automatically groups them into the same “cluster”. Within a cluster, past experiences and people’s own needs are constantly shaping their expectations of similar services in the future. That’s how the mind organises and interprets the world of services. Service providers which understand how people’s minds cluster service experiences have a huge competitive advantage.

The financial services provider Gjensidige decided to develop an insurance and banking proposition for young people. They decided to start off with travel insurance. When people plan a holiday or a trip, the connection to their banks is almost immediate. Insurance resides in the same service domain. The offering adhered to the three fundamental rules that guide the Essential service domain: simplicity, transparency and reliability. These three together provide the confidence people look for in this specific service cluster.
Sunderland City Council in the UK decided to invest in moving people out of long-term unemployment. In most of these cases, the unemployed people have social and health issues that affect their capacity to go back to work. These are all aspects that reside within the wellbeing sphere. In order to improve one element, all other elements need to be taken into consideration. Sunderland City Council proved that addressing the complete wellbeing of multi-problem individuals leads to successful reintegration into work and life at a fraction of the costs.
North Norway Travel wanted to attract more visitors to North Norway. The consortium of hotels, activity providers, shops and the tourist centre focused mostly on entertaining tourists when they arrived in Tromsø. By shifting the focus from people already interested in visiting Tromsø to understanding interests of the broader public, such as leisure, travel, entertainment, sports, North Norway Travel can better attract people with specific travelling interests, like seeing the Northern lights or polar bears, as well as people with more general goals such as having a family adventure or outdoor activities.
Citizens must fulfil obligations such as paying taxes and getting permits. That means, for instance, tax authorities have to accept that citizens’ perception of the department is lumped together with their perceived levels of bureaucracy of the government as a whole. Therefore, in order to nudge the general public to perceive all departments differently, they should reframe what these public services do, and inform and educate the public about it.
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