Name: How behavioural science can improve customer experience
Uploaded: 2023-08-04T11:57:30.630Z
Duration: 295
Description: In digital marketing, analysing trends is crucial, but delving deeper into the reasons behind them is vital. Understanding online behaviour through psychology allows us to leverage human weaknesses to influence shopping and browsing behaviour. Danny Bull, Chief Behaviour Officer at Yellow, explains in this video how to drive users to a website and prompt them to take specific actions.

Danny Bull v2.mp4

practice.vtt

English

{{00:00:01}}
My name is Danny Bull, I am Chief
Behavioural Officer for Yellow, , we

{{00:00:05}}
work with enterprise and agencies to
create better customer experiences

{{00:00:09}}
using behavioural science.

{{00:00:11}}
I am also the founder of Dung,
which is a healthy snacking brand.

{{00:00:14}}
Hoping to help end child hunger
by feeding a million kids a year.

{{00:00:28}}
Behavioural science is essentially
the study of human behaviour

{{00:00:32}}
and it's used interchangeably
with , behavioural economics.

{{00:00:35}}
The two are slightly different fields
but behavioural economics and behavioural

{{00:00:38}}
science are used as a way of helping
to influence and change behaviour

{{00:00:43}}
in a variety of different ways.

{{00:00:45}}
Anywhere where we need to change
and influence human behaviour

{{00:00:49}}
is a perfect use of behavioral
science and the various techniques.

{{00:00:52}}
Marketing being one of those areas that we
are trying to influence and nudge people

{{00:00:57}}
in the direction we want them to go in.

{{00:00:59}}
Some of the key principles from
behavioral science that we can use in

{{00:01:01}}
marketing and to help with customer
experience are things like nudges.

{{00:01:06}}
So nudges are really interesting low
cost ways of us essentially nudging

{{00:01:09}}
people in the direction we want them to
go in to understanding cognitive biases.

{{00:01:14}}
to understanding that most of the
time as humans we're just acting on

{{00:01:17}}
autopilot and that our system one
brain does most of the thinking.

{{00:01:21}}
So it's about understanding how we operate
as humans and then using behavioral

{{00:01:25}}
science techniques to sort of influence
people in a particular direction.

{{00:01:35}}
one example, one of my favorite
examples of nunches is defaults.

{{00:01:39}}
So defaults, again, speak to
that lazy part of our brain.

{{00:01:43}}
Where we're literally just acting
on autopilot and a default can be

{{00:01:47}}
as simple as leaving it an option
checked on a website for a price

{{00:01:50}}
that you want people to accept.

{{00:01:52}}
And most of the time people will accept
these defaults because we're lazy and

{{00:01:57}}
our brains are lazy and we just want
to get from one thing to the next.

{{00:02:00}}
Some of my favorite real world marketing
examples, there was a really interesting,

{{00:02:07}}
Nudge used by a big brand in the U S
they were a multibillion pound company.

{{00:02:12}}
And there's a, there's a really well known
effect of, one of the nudges they used.

{{00:02:17}}
They call it the 300 million dollar
button, and that speaks to how

{{00:02:21}}
effective this particular nudge was.

{{00:02:23}}
So they were having problems during their
sign up process, and they essentially

{{00:02:27}}
changed the wording of a button.

{{00:02:29}}
They changed it from register
to continue as guest.

{{00:02:33}}
They made a few other tweaks
in the background as well to

{{00:02:35}}
help with that experience.

{{00:02:36}}
But essentially that one small change
resulted in a 300 million uplift in sales.

{{00:02:44}}
Not only that, where they
thought it was going to impact on

{{00:02:47}}
people registering for the site.

{{00:02:49}}
, it actually increased registering
because they made the first

{{00:02:52}}
part of the journey,  easier.

{{00:02:54}}
And that, to me, is a brilliant example
of how something quite small and unique

{{00:02:59}}
can help with a customer experience.

{{00:03:01}}
Another of my favorite examples, which
speaks to my, Geordie accent, is Hyundai.

{{00:03:06}}
And I'm probably pronouncing
it incorrectly because this is

{{00:03:08}}
what the campaign was all about.

{{00:03:09}}
So hyundai, I did a campaign where
they showed people incorrectly

{{00:03:14}}
pronouncing their brand name on
Google Maps, and it would send them

{{00:03:18}}
to completely different places.

{{00:03:19}}
So instead of going to a  Hyundai
garage, they would go to a laundrette

{{00:03:23}}
called High and Drive, for instance.

{{00:03:25}}
and that was using something
called the Pratfall Effect.

{{00:03:28}}
To make a mistake, but to
engage their customers.

{{00:03:31}}
And that particular campaign
resulted in something like a three

{{00:03:34}}
time uplift in brand recognition
for the, for the core company.

{{00:03:44}}
I think it's very important to measure how
behavioral science and other techniques

{{00:03:48}}
can be used and their effectiveness.

{{00:03:50}}
One way of doing it is to make
sure that you're constantly

{{00:03:54}}
testing the things that you do.

{{00:03:56}}
so again, if you're making the change to
a button, or if you're making the change

{{00:03:59}}
to a customer journey, track those things,
you know, use some of the tools that are

{{00:04:03}}
out there already, like Google Analytics,
Hotjar, some of the things that are

{{00:04:07}}
really useful for tracking user behavior.

{{00:04:10}}
And make sure you're doing it in
a way that allows you to attribute

{{00:04:13}}
those changes to the actual analytics.

{{00:04:16}}
There's little point in making,
you know, a host of changes and

{{00:04:19}}
expecting to be able to track them.

{{00:04:21}}
So my advice to people using these
techniques is make the change, make

{{00:04:24}}
sure that's one of the only changes
you're making, or the only change

{{00:04:27}}
you're making, and make sure you're
looking at the results of that.

{{00:04:30}}
Because it's fundamentally important
to be making these changes and

{{00:04:33}}
measuring the effectiveness of them.

{{00:04:36}}
they're not always effective, and
in particular, behavioral science

{{00:04:40}}
is applicable to the situation,
the people you're talking to.

{{00:04:43}}
So you need to measure in order to
figure out what works for your customer

{{00:04:46}}
base and what works for your personas.

My name is Danny Bull, I am Chief
Behavioural Officer for Yellow, , we

work with enterprise and agencies to
create better customer experiences

I am also the founder of Dung,
which is a healthy snacking brand.

Hoping to help end child hunger
by feeding a million kids a year.

Behavioural science is essentially
the study of human behaviour

and it's used interchangeably
with , behavioural economics.

The two are slightly different fields
but behavioural economics and behavioural

science are used as a way of helping
to influence and change behaviour

Anywhere where we need to change
and influence human behaviour

is a perfect use of behavioral
science and the various techniques.

Marketing being one of those areas that we
are trying to influence and nudge people

Some of the key principles from
behavioral science that we can use in

marketing and to help with customer
experience are things like nudges.

So nudges are really interesting low
cost ways of us essentially nudging

people in the direction we want them to
go in to understanding cognitive biases.

to understanding that most of the
time as humans we're just acting on

autopilot and that our system one
brain does most of the thinking.

So it's about understanding how we operate
as humans and then using behavioral

science techniques to sort of influence
people in a particular direction.

one example, one of my favorite
examples of nunches is defaults.

So defaults, again, speak to
that lazy part of our brain.

Where we're literally just acting
on autopilot and a default can be

as simple as leaving it an option
checked on a website for a price

And most of the time people will accept
these defaults because we're lazy and

our brains are lazy and we just want
to get from one thing to the next.

Some of my favorite real world marketing
examples, there was a really interesting,

Nudge used by a big brand in the U S
they were a multibillion pound company.

And there's a, there's a really well known
effect of, one of the nudges they used.

They call it the 300 million dollar
button, and that speaks to how

So they were having problems during their
sign up process, and they essentially

They changed it from register
to continue as guest.

They made a few other tweaks
in the background as well to

But essentially that one small change
resulted in a 300 million uplift in sales.

Not only that, where they
thought it was going to impact on

, it actually increased registering
because they made the first

And that, to me, is a brilliant example
of how something quite small and unique

Another of my favorite examples, which
speaks to my, Geordie accent, is Hyundai.

And I'm probably pronouncing
it incorrectly because this is

So hyundai, I did a campaign where
they showed people incorrectly

pronouncing their brand name on
Google Maps, and it would send them

So instead of going to a  Hyundai
garage, they would go to a laundrette

and that was using something
called the Pratfall Effect.

To make a mistake, but to
engage their customers.

And that particular campaign
resulted in something like a three

time uplift in brand recognition
for the, for the core company.

I think it's very important to measure how
behavioral science and other techniques

One way of doing it is to make
sure that you're constantly

so again, if you're making the change to
a button, or if you're making the change

to a customer journey, track those things,
you know, use some of the tools that are

out there already, like Google Analytics,
Hotjar, some of the things that are

really useful for tracking user behavior.

And make sure you're doing it in
a way that allows you to attribute

There's little point in making,
you know, a host of changes and

So my advice to people using these
techniques is make the change, make

sure that's one of the only changes
you're making, or the only change

you're making, and make sure you're
looking at the results of that.

Because it's fundamentally important
to be making these changes and

they're not always effective, and
in particular, behavioral science

is applicable to the situation,
the people you're talking to.

So you need to measure in order to
figure out what works for your customer

Best Practice

In digital marketing, analysing trends is crucial, but delving deeper into the reasons behind them is vital. Understanding online behaviour through psychology allows us to leverage human weaknesses to influence shopping and browsing behaviour. 

Danny Bull, Chief Behaviour Officer at Yellow, explains in this video how to drive users to a website and prompt them to take specific actions.

Customer Experience

Behavioural Science

Digital Marketing

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Danny Bull

Discover insights from other experts

Chief Behaviour Officer

Bull illustrates how this concept influences  consumer behavior, and related sciences in marketing through adaptive designs and explores how behavioral science, particularly through nudges, influences decision-making. 


What is behavioural science 

Bull provides a few examples of successful applications of the tool, one of which involves Hyundai. They capitalised on people misspelling the brand's name in search engines, turning it into an opportunity to promote their brand.


The real world showcase

In marketing, analysing trends is important but delving deeper into the reasons behind them is vital. Understanding customer behaviour through psychology allows marketers to leverage human weaknesses to influence shopping and browsing behaviour.

Danny Bull, Chief Behaviour Officer at Yellow, explains in this video how to behavioural science can help you prompt your audience to take specific actions.