Service organisations struggle to understand and change customer behaviour since it is complex, dynamic, multidimensional and very often not rational. Behavioural sciences can provide us with the ability to fundamentally understand, predict and guide customer behaviour. While service designers increasingly use nudging interventions, we propose that different efforts are needed to increase the chances of having a durable impact.
We introduced rational overrides as an additional approach for influencing behaviour in services at the DRS conference in Limerick. Rational overrides introduce micro moments of friction in the customer journey, which makes customers more active and aware.