A car rental agency includes insurance unless you specifically decline it. A software vendor recommends clicking ""next"" for a quick install. These companies have designed defaults for their customers. Well-designed defaults simplify decision making, enhance customer satisfaction , reduce risk and drive profitable purchases - benefiting companies and consumers. But ill-conceived defaults (or defaults no one thought much about) can backfire, fueling defections and lawsuits.
In this HBR webinar Daniel G. Goldstein discusses the strategic importance of defaults and the ways to tailor your offerings to better meet your customer needs.