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
10. BEHAVIOURCHANGE–FRESHTHINKINGPART2
Table19.co.uk • @WeAreTable19 10
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
12. BEHAVIOURCHANGE–FRESHTHINKINGPART2
Table19.co.uk • @WeAreTable19 12
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
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.
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
Table19.co.uk • @WeAreTable19 21
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.
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
Table19.co.uk • @WeAreTable19 24
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.
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