Day 2 Stream Sessions – The Fundamentals
The fundamental elements that are critical in developing behavioural insights trials are the three D’s: Data, Design, and Delivery. Select one stream to hear three experienced corporate leaders and academics talk about their experience and specific case studies.
Stream 3 - Delivery
Mr Michael Pratt, Customer Service Commissioner, NSW Government
- View Michael Pratt's presentation (PDF)
- Michael Pratt focusses on three areas, which Service NSW has used to make life easier for NSW residents:
- Customer insights. Service NSW recently pulled together 35 case studies of strategies governments around the world have introduces to improve engagement with their customers. Some initiatives identified were: 311 call centre connectivity; eGovernment; and the UK digital by default project. It’s a combination of strategies like these that brings about reform in government, not one single strategy.
- Predictive personalisation. Government understands people as a single product users (e.g. driver’s license) but it does not see people as multiple product users (e.g. drivers licence, boat license etc). If we did understand people in this context then we could, for example, group all renewals together and then incentivise them to renewing everything at one time. The private sector does this well but government is not even close to being able to achieve even the most basic of scenarios like this one.
- Clients and privacy. Government customers are increasingly willing to trade privacy concerns for a more efficient dealing with government. Where customers opt in this is fundamentally changing this notion of privacy as well.
- Service NSW launched in July 2013 and employs a multichannel approach which includes a contact centre channel, a web channel and a physical channel. People want the flexibility of a multichannel service. The challenge for government is ensuring channel investment is maintained.
Mr Martin Laverty, Chief Executive Officer, Catholic Health Australia
- View Martin Laverty's presentation (PDF)
- Public health campaigns have traditionally focused on awareness through single channels. Public health advocates tend to address patient or populations and sometimes they tend to fail to see a customer who needs to be engaged with through multiple channels.
- We now have access to behavioural insights evidence which provides the choice architecture to enact behavioural change and positively affect health outcomes.
- Even with all of this knowledge NGOs are constrained by their ability to shift behaviour within certain sections of the community because of the social context within which some disadvantaged Australians live.
Mr Arun Abey, Founder of ipac Securities, AMP
- View Arun Abey's presentation (PDF)
- Arun Abey discusses the importance of financial decision making and how it interfaces with human behaviour. Often well educated people often make poor financial decisions. Research from the United States (US) has shown that on average the US stock market produced an annual return of 8.7% to people who invest in a smart portfolio of stocks and then hold onto them. However, the majority of people do not do this; they chase the market for short term gains and in doing so generate an average of 4.3% annual return on their investments.
- So what can we do about this? Behavioural psychology gives a valuable insight into how we can shift financial behaviour by looking at how people make financial decisions in relation to their level of happiness.
- Money for Wellbeing program is a good example of the impact that positive psychology can have on influence financial decision making. It teaches people about emotional financial literacy and about positive psychology. Through this mechanism the project aims help people achieve longer term financial well-being. The evaluation from the program found that it helped people establish the foundations for long term well-being and better finical decision making.
- If we want to affect longer term behaviour change in relation to personal finances we need to broaden our approach beyond behavioural economics and to draw on advances in research in the areas of behavioural psychology.
Mr Tim Fawcett, General Manager (Government Affairs), Cisco
- View Tim Fawcett's presentation (PDF)
- Tim Fawcett covers the intersection between technology, government policy and service delivery and behavioural insights. The concept of disruption, even when you think you have the biggest and best solution there is always the chance of having that disrupted. One example of disrupting the public service delivery through the use of technology takes place in Barcelona where they have introduced a city wide sensors network throughout the city which is helping manage traffic flows, waist, electricity consumption, parking, efficient water use. In the first year they saved $58m in efficient water use, $500m increase in parking revenue and 47 thousand jobs. The Australian Government uses technology a lot through their Telepresence system which saves $1.4m a month in travel avoidance.
- A further example is when Brisbane City Council deployed a video booth in a shopping centre. The booth allows people to transact with the Council (pay rates, fines, order a green waist bin, report there is a pothole outside of their house etc). Within the first week 700 people visited it and used it.
- BI can be used to identify what motivating people to adopt technologies and then design technologies around how they behave.
Facilitated by Mr Adrian Renouf, Lead Partner - NSW Government and Public Sector, Ernst & Young