Fear vs Reality
After an announcement, split what people fear from what users experience.
The job
Before and after a change is announced, separate fear among people reacting to the news from the experience of people who have used or paid for it, pre-arm answers to the fears, route the fears reality confirms, and watch the fear curve fall as reality arrives.
The moment
On day nine the fear curve and the reality curve cross on screen: my bill will double fades as first-hand posts say it went down. The one fear reality confirmed (the app doesn't show the new tariff) was routed on day two and fixed on day five, and the pre-launch card reads Predicted 4 of the top 5 fears; pre-armed answers absorbed an estimated 1,300 contacts in week one.
What it does
- Register a change
- Pre-arm answers before launch
- Push an evidence-based answer as a draft
- Route a confirmed fear to its owner
- Record the crossing and verdicts
- Drill fear or reality
What you see
A split mirror (fear | reality) with per-100-post theme bars, two curves that cross, and a pre-launch fear forecast
What it moves
Days from announcement until the fear curve falls below the reality curve; fear share of the change's voice at day 14; contacts on the change absorbed by pre-armed answers in week one (and their cost at the customer's cost per contact); days to fix confirmed fears
Built for
- Marketing, brand & comms
- Product & digital
- Contact-centre operations
