Optimising your communications with behavioural science
The coronavirus pandemic, and measures in place to limit its impact, present an unprecedented challenge for the travel and leisure industry in the UK. Everyone has to make fundamental changes to the way we behave, in our businesses and in society at large.
To make your communications as effective as possible during the pandemic (and beyond), we are sharing some simple best practice guidance based on our extensive experience of delivering effective behaviour change. As we are seeing in the government response, communications at a time like this are absolutely critical – and a poorly received message can be disastrous. With this in mind, testing your communications using our COGNITION Audit approach is a sensible step forward.
COGNITION Audits are a unique approach to changing behaviour through communication.
Our new service allows you to create measurable customer behaviour change. COGNITION Audits are designed to optimise your communications whether it be optimising online experiences, marketing, print materials, call centre scripts, internal communications, or a mixture. The audits are based on international best practice, marketing science, psychology and behavioural theory.
Implementing COGNITION Audit recommendations resulted in:
- An 11% increase in call centre efficiency for a savings provider
- A 54% growth in click-to-action for a credit card provider
How it works
An expert review rooted in behavioural science, using our COGNITION framework:
IDEATE: ‘long list’ of optimisations identified via the COGNITION framework
PRIORITISE: shortlist of optimisations agreed, based upon feasibility, opportunity and likely impact
TEST: optimisations amongst the target audience, via a suitable method (selected according to requirements)
Deliverables include a set of recommended Communication Optimisations Guidelines (COGs). Each rooted in behavioural science theory and the COGNITION framework. Each designed to change specific behaviours.
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More about BVA Nudge Unit
Case studies: https://bvanudgeunit.com/cases/