A presentation by Fresh Egg strategy director David Somerville that explores how the behavioural insights model 'EAST' can be used to improve your customer experience. To download our free whitepaper on the EAST model go to: https://www.freshegg.co.uk/resources/east

1. Look EAST -
A Behavioural
Insights model for
improved customer
experience
David Somerville, Strategy Director

2. About me
Behavioural Sciences graduate
20 year career in marketing - I’ve been
creating and testing ‘behavioural nudges’ for
years!
Strategy director for Fresh Egg

3. Using the EAST model can
improve the experience for your
customers, therefore enabling
choice and empowering
consumer behaviour change
Today’s presentation

4. Customer experience
mapping

5. Understanding your customer’s
experiences

6. Behavioural insights
and marketing

7. Behavioural insights utilise research into behavioural
economics, sciences and psychology to understand
and
influence behaviour among people
What are behavioural insights?

8. Auto-enrolment replaced the
need for workers to opt-in
themselves
This trial saw an increase in
pension scheme participation
from 63% to 81%
Example: Pension Auto-enrolment

9. The UK Government increased
tax compliance by 4% from
changing the link on the
reminder email to go direct to
the PDF form to download,
instead of making people
search for it from a general
page
Example: Tax forms

10. Nudge Theory
In behavioural insights, a ‘nudge’ is classed as
any aspect of choice architecture that alters
people’s behaviour without them losing any
freedom of choice
Putting fruit at eye level to encourage healthy
eating is a nudge. Banning junk food is not.

11. Where did EAST come
from?

12. Developed by the Behavioural
Insights Team in early 2012,
the EAST model replaced the
MINDSPACE framework that
had previously been in use.
Thanks David Cameron!

13. Good Thinking and Behavioural Insights

14. What is EAST?

15. The EAST model

16. Easy
If a decision requires minimal effort, it’s more
likely to be the one that’s chosen.
Harness the power of defaults – making the
desired action the default option makes it more
likely to be selected.
Reduce the hassle factor of taking up a
service.
Simplify messages – making messages clear
and concise can increase response rates and
engagement.

17. Example: Canyon Bikes

18. Attractive
If something is attractive, we will be drawn to it.
Use bold and striking colours and professional
imagery.
If a choice has financial reward or other
incentive we’ll be drawn to that too – and if it
captures our attention we’ll be more likely to
engage.
For example, responses to the electoral roll
increased by 2% when a £5k and £10k lottery
element was introduced in the reminder letters.

19. Example: Kind Snacks

20. Social
We are social beings – we care about what our
peers are doing, and what they think of us.
Show that most people perform the desired
behaviour – use social proof to highlight and
reinforce participation.
Use the power of networks – peer relationships
are very important to us, both in person and
online.
Encourage people to make a commitment to
others – commitment devices voluntarily ‘lock
ourselves’ into doing something in advance.

21. Example: Booking.com

22. Timely
The time that you choose to prompt or ‘nudge’
someone towards a desired behaviour is vitally
important.
Prompt people when they’re most likely to be
receptive – behaviour is easier to change when
habits are already disrupted.
Consider the immediate costs and benefits –
we’re more influenced by costs and benefits
that take effect immediately.
Help people plan their response to events –
identify the barriers to action and develop a
plan to address them.

23. Example: Open University

24. How to implement and measure EAST

25. Your action list
 Carry out Customer Experience research
 Looking at the ‘moments of truth’, identify the challenges people have within their experience
 List out which behaviours (outcomes) you want to change
 Decide how they are going to be measured
 Decide on your specific activities
 For each of these, list out what is needed from the EAST principles
 Test and learn

26. In summary
The EAST model states that to change behaviour the intervention must be:
EASY – how easy is it for them to engage in the desired activity?
ATTRACTIVE – how attractive is it for them to do it?
SOCIAL – what are the social implications?
TIMELY – when is the right time for them to do it?
I believe this framework translates perfectly to marketing when you know what the customer
wants – you need to understand and map out your customer experience first

27. FreshEggUK @FreshEgg freshegguk fresh-egg
www.freshegg.co.uk
Sharing the value of experience.