Using Behavioral Science to Affect Action
How do organizations encourage behavior change in their customers? Increasingly, they focus on customer experience, and as a consequence employ behavioral science methodologies. At the heart of behavioral science is the consideration of how an organization can make small investments that generate incremental savings/returns while considering both customers and organizational benefits. One example is Transportation Security Administration’s (TSA) Pre✓® and U.S. Customs and Border Protection’s Global Entry programs.
The intent of these programs is to make it easier for passengers to get through security or immigration processing and to allow the agencies to spend less time with cleared individuals. This focuses more security resources on unknown passengers. Agencies have had some good results:
- Increased efficiency at airports – People who have been pre-screened take far less time to go through security than those who have not
- Heightened national security – The program enables TSA to apply a greater portion of its resources to passengers that require more screening
To implement Pre✓®, the government invested in technology and capabilities and took specific actions to engage passengers:
- Motivated enrollment by addressing travelers’ pain points. TSA provides travelers that they know more about to experience an expedited, easier checkpoint experience. For example, Pre✓® passengers keep their shoes on and liquids in their carry-on bags Made it easy for people to engage. TSA publicized the program extensively, including a paid advertising campaign, ongoing outreach, and marketing and communications initiatives with stakeholders from industry and other pre-vetted programs. Many airlines saw the benefit and, in conjunction with their associated credit card partners, offer incentives for members to join Pre✓®
- Reduced the barriers to entry. Pre-check make its application forms easy to fill out, the steps in the process concise and clear, and the interview quick
The program has been a success. As of May 2018, there were more than 13 million travelers in Government-sponsored trusted traveler programs including 6.4 million enrolled in Pre✓®. During spring break 2018, TSA screened more than 72 million passengers and crew members and nearly 45 million checked bags nationwide – more people and bags than any previous Spring Break peak travel period. Nearly 93 percent of passengers who were in a Pre✓® lane waited less than five minutes.
Behavioral science is in action all around us, often embedded in Transformation and Change Management efforts. Understanding people’s motivations, addressing their needs, and providing an easy user experience all contribute toward the success of any change initiative.
About Arc Aspicio
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