How to use behavioural insights when implementing organisational change
Behavioural insights are used to influence individuals taking an action like paying fines, or attending medical appointments. See how organisations are using behavioural insights to influence corporate change.
It is difficult to change behaviour in an organisation, however implementing behavioural insights can increase the likelihood of success.
What we found
To start changing organisational behaviour, facilitators must understand the environment and the behaviour itself. This will develop an intervention that will have the desired results.
To achieve organisational change, it is important to:
- raise trust and reduce resistance in an open and safe environment. For example create a space for individuals to ask and answer questions without fear of judgement or consequences.
- Focus on the benefits for each person to build buy-in and cooperation. For example, ask staff to commit to change through a specific action, to increase the chances of adopting the proposed changes.
When the organisation understands the behaviour and environment that requires change, they can start applying behavioural insights techniques such as:
- co-designing interventions with people who will be affected by the change or are involved in delivering the change. For example, working with frontline staff to develop interventions that will change their role and how they perform their work.
- Modelling working with people who are advocating for change to demonstrate the change in their behaviour and approach. For example, if managers want staff to work flexibly, they need to lead by example by leaving work on time.
- Removing obstacles by identifying issues that may be preventing organisations from undertaking the behaviour change to change these issues. For examplex, to increase access to transport, managers can increase the availability or cars.
- Reciprocityis the act ofgiving a recipient something so they feel the need to return the gesture. For example, giving people access to new technology for their work that they can also use personally.
- Incentives can be used to encourage people to adopt the new behaviour. For example, rewarding staff for reaching their goals.
- Using elements of games in a non-game context such as at work can encourage behaviour change. For example, making the behaviour change a competition and offering prizes.
- Changing informal behavioursthat undermine larger changes. For example, when the organisation has a policy of staff not working after 6 pm, the manager must also follow the rules.
Overall, the techniques an organisation adopts will depend on the environment and what behvioural change the organisation is trying to achieve.
If you’d like to learn more about behavioural insight techniques for organisations, contact us.