One Behavioural Insight, One Email: A Digital Adoption Solution That Delivered

Our client had launched a new online customer portal to address common needs and reduce call centre demand. Unfortunately, their usual tactics and communications did not encourage customers to make the switch, leading to high call centre pressure and customer dissatisfaction at being redirected.

Insight: Creating awareness is not creating action

It wasn’t a lack of awareness or understanding, it was hesitation as key psychological principles were not being addressed. Customers had:

• No reason to act now
• No mental model or ability to visualise how using the portal fit into their routine or their needs
• Low trust in switching from a solution they had used already to something different

The Solution: Upgrading tactics with behavioural science

We implemented a digital adoption solution by redesigning a single key email to reshape customer decision-making, using:

• Urgency: Framing the portal as important and worth doing now
• Mental models: Giving customers appropriate and motivating expectations
• Implementation intentions: Specifically designed instructions to bridge the gap between intention and action

The Results

• 3x increase in digital adoption solution effectiveness
• 2% boost in quote completions (a bonus resulting from effectively communicated value)
• Lower call centre demand, freeing up agents for complex cases

Big Takeaway

A smart digital adoption solution doesn’t require big campaigns. Sometimes, one well-crafted message makes all the difference.