The Organisation
Ingeus UK is a human services provider, operating government-funded contracts to support individuals improve their health, wellbeing, skills and employment.
The Brief
Ingeus wanted their participant communications to be built on the latest research in Behavioural Science to maximise customer experience and, in turn, contract performance.
The brief required:
- A review and suggest improvements to their customer journeys including digital UX journey, e.g. how they best create a positive start, drive engagement, promote positive choices, enhance confidence; also how they navigate/signpost wider support and catch people that are falling out of the journey
- Design and produce communications collateral and content including:
- ‘Touchpoint’ communications – text messages, automated responses, email replies etc
- Scenario-based communications training for advisers including identification of customer groups, e.g. ID of “can’t” vs “won’t”
- Optimisation of scripts for front-line staff including Advisors and our Contact Centre
- Digital and print assets such as handbooks and brochures
- Template business communications
- Style guide/design principles (behavioural/nudge perspectives)
- Identifying and informing links to our Enabling Environments estates strategy
Our Approach
Our approach involved a triangulation of stake-holder interview data, behavioural science literature review and collaboration with design partners at Claremont Communication to develop brand assets, CX-facing staff approach and training materials pivoting around the mnemonic GAPS (see below) for job trainer/job seeker interactions.
Once identified, training materials, style guides and business communications were developed to support these insights.
Phase 2 involved supporting the organisation to embed these practices behaviourally into the workplace via Enabling Environments estates strategy. Using behavioural insights and co-design, we embedded calls to action and communicative reminders into existing work rituals.
