Take a look at our latest Fresh thinking presentation on behavior change.

1. BEHAVIOUR CHANGE
FRESH THINKING – PART 2
1st July 2016

2. JUNE 2015
Behaviour Change Part 1

3. BEHAVIOUR CHANGE IS HARD
TO ACHIEVE……AND REALLY
EASY TO OVER COMPLICATE

4. BEHAVIOURCHANGE–FRESHTHINKINGPART2
You look at real
people’s influences,
motivations and
barriers
You keep it simple
Table19.co.uk • @WeAreTable19 4
Quick recap
Small clever

5. A lot has
happened in
the last 12
months…..

6. SO WHERE DO WE REALLY FOCUS
ON CHANGING BEHAVIOURS AND
HOW DOES IT FIT IN WITH THE
REMAKABLE CYCLE?

7. BEHAVIOURCHANGE–FRESHTHINKINGPART2
Table19.co.uk • @WeAreTable19 7
Identifying behaviours at our
Moments of Truth and changing them
in a remarkable way
1. How do we want
people to behave at our
moments of truth?
2. Why aren’t they
behaving like this
already?
3. How can we intervene with a
remarkable experience?
3 simple questions

8. BEHAVIOURCHANGE–FRESHTHINKINGPART2
HOW DO WE
WANT PEOPLE TO
BEHAVE?
1

9. BEHAVIOURCHANGE–FRESHTHINKINGPART2
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How do we want people to behave at
our moments of truth?
Remarkable Experience
Single Moment
of truth
Micro Journey Full life-cycle
journey

10. BEHAVIOURCHANGE–FRESHTHINKINGPART2
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How do we want people to behave at
our moments of truth?
Start to trust BlackRock
and buy more UK Equity
Income from BlackRock
Talk to their children
about Internet Safety
Upgrade their mobile
phone through
Carphone Warehouse at
the end of their contract
Buy extra insurance for
their tech
Start a new gym habit
when it looks like they’re
about to lapse
Watch a movie with Now
TV
Stop calling the Sky call
centre to reset their PIN
Stop putting off buying a
funeral plan
Tell your friends how
great Sky Box Sets are

11. BEHAVIOURCHANGE–FRESHTHINKINGPART2
WHY AREN’T
THEY BEHAVING
LIKE THIS
ALREADY?
2

12. BEHAVIOURCHANGE–FRESHTHINKINGPART2
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Why aren’t they behaving like this already
at our moments of truth?
Previous bad experience
Don’t have the right
skills/tools
No relationship with the
brand
No perceived need
Overwhelmed and
daunted
EnvironmentHabitInertia
Lack of awareness

13. The NHS desperately needs people aged 17-30 to
start donating blood and to continue doing it on a
regular basis
NHS need over 6,000 blood donations every day to
treat patients in need across England
Each year NHS need approximately 200,000 new
donors, as some donors can no longer give blood
25% of us will need to receive blood at some point yet
only 4% of us donate (mostly over 45s)
In the past decade alone there has been a 40% fall in
new donors
The drop in the total number has been sharp, and
can be blamed on several factors
5 mins - Why aren’t we donating blood on a regular
basis or ever at all?
Group exercise part 1

14. BEHAVIOURCHANGE–FRESHTHINKINGPART2
HOW CAN WE
INTERVENE WITH
A REMARKABLE
EXPERIENCE?
3

15. BEHAVIOURCHANGE–FRESHTHINKINGPART2
Table19.co.uk • @WeAreTable19 15
Fusion Lab objective – How could we
change behaviour with a Remarkable
Experience?
T19 ‘SHIFT’
principles
Tech, data,
creativity, small
clever
= Remarkable
Experience

16. SOME EXAMPLES

17. BlackRock
Adviser Exchange
Onboarding
programme
Moment of Truth - day 10
Customer journey stage
Getting to know you
So far so good. Our adviser will
hopefully have been impressed by the
8.40 email and will have visited the
Adviser Exchange website. There on the
cusp of beginning to trust what
BlackRock has to offer.

18. BEHAVIOURCHANGE–FRESHTHINKINGPART2
Table19.co.uk • @WeAreTable19 18

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How can we intervene with a
remarkable experience?

20. Virgin Active
Pitch
Moment of Truth <3 monthly gym visits
Chris is a Cheetah! He’s been a
regular at the gym for 3 months
and lost a stone. That was easy!
He’s at risk of leaving because he
thinks he’s reached his fitness goal.

21. BEHAVIOURCHANGE–FRESHTHINKINGPART2
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1. How do we want people to
behave?
We want Chris to realise how rewarding it can be
to set and achieve his next goal. And the next, and
the next, and the next. He needs to get back in the
Gym fast……
2. Why aren’t they
behaving like this
already?
Chris hates going to gym. He’s a real 40 yr old
person who needs an excuse to form a new
habit. If going to the gym isn’t a pleasure he’ll
avoid it at all costs.

22. BEHAVIOURCHANGE–FRESHTHINKINGPART2
Table19.co.uk • @WeAreTable19 22
How can we intervene with a
remarkable experience?

23. Internet Matters
Protect their curiosity
Moment of Truth
The kids are spending more and
more time online. Parents are
struggling to keep up and may not
have set up all their parental
controls across all the various
devices in their home.

24. BEHAVIOURCHANGE–FRESHTHINKINGPART2
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1. How do we want people to
behave?
We want to jolt parents into action. Get them to
set their parental controls immediately.
2. Why aren’t they
behaving like this
already?
Unaware or blasé about what their kids are
looking at online – and how to protect them
from seeing inappropriate content across
different devices and platforms. It’s hard for
parents as they want to do the best for their
kids, but it’s such a different world to when
they were growing up.

25. BEHAVIOURCHANGE–FRESHTHINKINGPART2
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How can we intervene with a
remarkable experience?

26. BACK TO THE EXERCISE…..

27. The NHS desperately needs people aged 17-30 to
start donating blood and to continue doing it on a
regular basis
• - Split into groups of 3 or 4
• - Take the reasons for not behaving how the NHS
would like us and devise some Remarkable
Experiences to change this. Remember……….
• T19 ‘SHIFT’ Principles
• +
• Tech, creativity, data
• =
• Remarkable Experience
• - 10 mins and report back to the group
Group exercise part 2

28. Thank You