SCALING CHANGE – USING MASS CUSTOMIZATION TO PERSUADE MANY
Behaviour Change from a Persuasive Technology Perspective
How do these individual transformations lead to an organizational transformation? So far, we have concentrated on how an individual changes. In order to transform an organization, enough people must go through the above transformation fast enough to create a sense of organizational momentum. Persuasive technology is critical to develop this organizational momentum, though it must be designed to enable each individual to have a unique persuasive experience. Mass customization [4] principles, designed into the persuasive technology,
are an excellent way to achieve these results. Using mass customization, the technology is designed to create the economies of scale, efficiencies and consistency of mass production while providing a unique experience for every user. The organization receives the benefits of using a standard process to change large numbers of people simultaneously to a standard outcome while enabling each person to have a unique interaction with the positive Mass customization enables the economies of scale and efficiencies required to transform an entire organization.deviant content. When enough people are individually transformed, the organization as an institution organically changes. Thus, persuasive technology transforms an organization.
While much of the previous focus of persuasive technology has been to transform individuals, the integrated, cumulative effect of these four components – Set-the-Bar, Motivation, Sustaining and Scaling – in a methodology that relies on persuasive technology is to enable organizations to change in ways that were not previously thought possible. Imagine that an executive team can dentify a need to improve customer service, speed product development or better serve patients and, within a few weeks, the entire organization has begun to change. Because of persuasive technology, organizations can change faster, more completely and predictably than was ever thought possible.
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