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Nudges aren’t the holy grail of behaviour change

The crucial factor to achieving lasting impact on behaviour change is getting people in the right mindset and ensuring they’re engaged at the right time. We’ve been researching customer behaviour with the Delft University of Technology and have found that nudges alone aren’t enough to create lasting behaviour change.

Uber uses a rational override to reduce human error and increase the customer experience during surge pricing.
Using social norms to highlight positive behaviour of peers to reduce fraud, error and debt in by UK taxpayers.

Mini Story

Reducing customer complaints using behavioural interventions

A national railway organisation struggled to understand why so many travellers submit unsubstantiated complaints after receiving a penalty fare. We combined behavioural insight with qualitative and quantitative customer data to understand this undesired behaviour.

Various nudging and rational override interventions were implemented at crucial moments and touchpoints in the journey that improved customer satisfaction and reduced unsubstantiated complaints.

Anne van Lieren Lead Service Designer

I am a lead service designer and a researcher with a strong interest in human behaviour and user research. I work on the crossroads of service design, human behaviour and business to create meaningful customer experiences that deliver value to both the customer and business.

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