The idea
Messages about other customers can influence behaviour, but their relevance and direction depend on the audience. A usage average may encourage some customers to use more and others to use less. Treat the proposed telecom application as a hypothesis, use genuine comparison figures and test for unwanted effects in each segment.
Use it thoughtfully
- Use only true, local norm figures.
- Send different norm messages to light and heavy users.
- Test norm messages for backfire effects.
An example
ILLUSTRATIVE EXAMPLE: A team stops sending average-usage messages to heavy users after a test shows their usage fell.
A question to try
Who receives your usage-comparison messages, and could any segment move the wrong way?
A useful framework is a starting point, not a guarantee. Effects vary with the audience, product and situation. Use truthful evidence, respect customer choice, and test the result.