Behaviour theory and its application to advice: minimising missed appointments

menu_bgAs the Money Advice Trust launches its new Wiseradviser Behavioural Theory e-learning and the Money Advice Service publishes new research on this important subject, Roni Marsh, head of the debt team at South West London Law Centres (SWLLC), shares her learning about behaviour science and its application to advice.

Our challenge:

One of the biggest challenges we at SWLLC face, and one I’m sure most free service providers face, is getting people to turn up to their appointments. We’re really busy and missed appointments have a direct impact on other people by increasing their waiting time, as well as having financial implications for us.

How behavioural science helped:

Traditional communications – posters, leaflets, emails, phone calls – are our main method of engaging over-indebted people. But because we are a relatively small organisation we have to produce everything ourselves, and because we’re so busy this means we often just stick with what we’ve done before. This is why working with Ogilvy Change and the Money Advice
Service has been really helpful, as well as interesting.

By applying a behavioural approach to how we communicate with our clients we have reduced the number of missed appointments. We also had a great response from the clients who engaged during the project – they have really appreciated the changes we made.

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