Have you ever led a customer migration from one platform to another? Anyway, I was thinking about the problem of customer adoption today, particularly of a somewhat controversial feature, and someone mentioned the concept of a ‘carrot or a stick’ when it comes to encouraging behavior.
eMoneyPool is a startup that essentially works like a 1st world, digital, microfinance scheme. Interestingly, they were left with many incomplete pools because users were simply creating their own, leaving many unfinished.
So, what did they do? They reduced the fees on a sliding scale and used a positive frame (‘the service charge is lower with the option we want you to take’ vs. the service charge is higher with the option we don’t want you to take.)
What other ways have you guys used to influence customer behavior, particularly during migration?