Case Stories
Read how Danica Pension implemented strategy through nudging and behavioral design
How strategy guides and motivates behavior in a busy workday through behavioral design and nudging
STARTING POINT
- Approx. 500 employees across 5 offices
- Strategy must be implemented in customer dialogue at all touchpoints
- Insights from ReD Associates support value propositions, positioning, campaigns, etc.
CHALLENGES
- Middle managers struggle to influence employees’ behavior aligned with the strategy
- Employees do not consistently convey the right story to customers
- Customers do not perceive the value of the strategy, and meetings end up focused on price and returns
PROCESS
- Processing of data and stories (internal/external)
- Editorial meetings (1 hour/week)
- Video production (iPhone)
- Storyboard for 120-130 nudges per year (departments, geography, specializations)
RESULTS
- Strategy is present at all meetings (internal/external)
- Management can “be there without being there” (since they are attending meetings)
- Full insight into reaction patterns, understanding, and acceptance in real time
- Checklist supported by customer responses and measurements
TIPPING POINTS
- Strategy takes the lead at meetings
- Active and sustained involvement of the executive team in the steering group
- External participants in editorial meetings (ensuring “difficult conversations”)
- Continuous collection of messages (1-4 weeks ahead) ensures relevance
- Volume and frequency of nudges “a little but often”
