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Preventing Scams with the Phone Menu

Stable NPS

30% fewer scams in test

Phone menus (‘IVRs’) are usually to be endured, not embraced . But evidence shows messages can change behaviour. This project successfully targeted 'Safe Account Scams' - those convinced by a scammer to move their money elsewhere.

Great impact - effort ratio

Small shifts in behaviour at scale for minimal cost and time - every customer asked to call is exposed

High flexibility

Rapid shift in messaging and flows possible using modern Cloud-based infrastructure

“Fresh thinking from Pete was fantastic. I've really bought into the difference the psychology can make. ”

Wendy | Channel Strategy Manager| Santander

The Challenge

How can we make a quick impact on scams, at pace and without breaking the bank? Blocked payments drive a call, exposing every potential scammed customer to the IVR menu. The tech is highly customisable, at low cost. Set aside our perceptions of IVR experience. Could a message make the difference and stop scams?

The Solution

Behaviour re-design of the IVR flow and messaging, using techniques to grab attention and hold it. In a boring and unloved space like the IVR the potential to jolt peoples' interest is high. Emotive, relevant language was used to cause mild surprise, and hold the attention of more people than normal. The message itself targeted one scam, and the wording was stripped back to maximise uptake.

The Solution

The Future

Cloud infrastructure opens up loads of exciting ways to interrupt scams from the IVR. Other services can be triggered, creating a more compelling set of actions that deploy Science in concert. Each builds on the efforts of the last. For example triggering stirring Video-based notifications based on certain customer intents given in the Phone Menu

View more on Stopping Scams with AI

Outcomes

30% fewer safe account scams on test line

Stable NPS, No Complaints

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Methods used

How Pete combined Behaviour Science and Design to stop scams.

Discovery Activity

Data and Insight

Behaviour modelling with 'COM - B'

Observation and Simulation

Scams Psychology Research

"Data analysis pulled together customer feedback from surveys, intents and routing.

Simulation and experimentation helped model customer motivation and behaviour in the IVR. What was the mindset of our target audience, how did that change through the call?

All this set up Design and experimentation.

Design Activity

Design Thinking : Ideation

Behaviour Design

System Design

Scams Psychology Research

"Armed with insight into Customer mindset I came up with some levers to pull, and a number of wording and flow designs. These got played with and re-shaped with the IVR team considering system capability.

Our goal was to deploy designs at pace within the existing IVR infrastructure and change methodology.

Prototyping and Testing

Lofi Prototyping

Hifi Prototyping

Test Design

"IVRs provide brilliant opportunities for testing different ideas.

Fantastic collaboration with the IVR team and Tech meant we could go from concept to live in a week. Multiple lines, with recently improved MI to measure impact. This matters : we needed to measure live behaviour to show any impact .

Versions were tested over a 4 week period, to allow for the relatively low volume of scams in our target pot.

Delivery

Jobs to be Done

Story Mapping

Continuous Discovery

"Cloud infrastructure and more great collaboration meant going from experiments to fully deployed messages in a few weeks.

Flexibility to iterate when live was so important. Anything aimed at customers rapidly becomes noise. What worked today might not tmrw.

IVR works best as a live Product, with continuous agile discovery built in to iterate on a regular basis. Short cycles of discovery, design, testing and delivery made all the difference in this activity.

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