Fiat decided to address this issue. Research done indicated that people hailing cabs are always armed with a smart phone / device & are perpetually in search of free Wi-Fi.
Fiat leveraged this insight to incentivize to back seat passengers to buckle up - to access the Wi-Fi free a passenger had to buckle up!
Result: A steep increase in number of passengers who started buckling up
Bottom-line:
1. People will change their behaviour when it adds value to their lives.
2. This strategy approach is known as – ‘do well by doing good’. Many companies are adopting this approach to gain competitive advantage.
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In this series, Rajesh Srivastava, Business Strategist and Visiting Faculty at IIM Indore gives you a regular dose of strategy case studies to help you think and keep you one step ahead as a professional as compared to your peers. Rajesh is an alumnus of IIM Bangalore and IIT Kanpur and has over 2 decades of experience in the FMCG industry. All previous Strategy with RS posts can be found here
Comments
Harveen Singh Johar
This is good. I have been trying to implement this within family and friends but the success rate is quite low than what I want to be. Maybe, I can try the free music only with seat belts. As a backseat crash survivor I know the importance of this. My fathers friend, a well known personality, Mr Bhatti was one of the unfortunate one. However, I have seen that most of the cabs don't have rear seat belts. They r pushed away when after market seat covers are installed so that the tight fitted seat cover looks are not spoiled. I have ridden in uber Meru and ola, yet to see this being implemented as a safety measure by them.
16 Oct 2015, 10.14 AM
Rajesh Srivastava
Harveen thanks for sharing your personal experence with all of us. To get people to change their behaviour, you have to speak to their 'self interest'. Only then can you bring about a 'permanent' change in there behaviour. I ma sharing a video link ... please view it .. it will give you an insight into this strategy: https://www.youtube.com/watch?v=aY0RXNuJoBg
18 Oct 2015, 05.14 AM