To conform to new PSD2 regulations our client needed their customers to reconfirm their preferences for receiving financial statements. How can we get customers to read, engage and respond when motivation / interest is very low?
Audit of current onboarding communications through a BeSci lens.
Design of new prototype comms.
In-context testing with customers
TBA’s work showed our client needed to tread carefully between disrupting but not alarming customers.
Messaging needed to be framed in a way where the call to action was highly salient, yet not pushy, and to convey a sense of choice.
Framing the need for action around regulatory changes carried the most weight – leveraging authority bias.
TBA’s applied BE learning led to a 75% response rate, leading to significant cost avoidance (and zero complaints).