Service Design
Revolutionizing Assurance: Crafting Connections with a Global Insurance Leader
Embarking on a transformative journey with a renowned global life insurance company, our mission was clear - enhance customer experiences by redefining their service promise. With a legacy of trust and a vast clientele, our aim was to ensure that seeking life insurance goes beyond a transaction because life insurance seekers aren't after a one-size-fits-all service – they seek trust and genuine care from knowledgeable advisors for the well-being of themselves and their families.
Role
Service Designer
Responsibilities
User Research / Service Design
Deliverables
Service strategy and key principles of service delivery / Customer Personas
Year & Duration
2023 / 2 months
Project Objective / Challenge
Bridging the Trust Gap: Forging a path to long lasting connections and sustained trust.
Over time, as clients' needs evolve, maintaining the same approach to both customers and employees can lead to a risky gap between their needs and our offerings.
Despite a strong global presence, the company faced challenges with returning customers expressing dissatisfaction. Recognizing the need for change, it was time to truly understand customer needs and create service principles that are ownable and engaging for employees to answer to the clients needs.
Solution
Crafting Connections, Unveiling Truths
The strategy unfolded in two phases. First, an immersive dive into unmet customer needs through intensive research. Armed with insights, we crafted service principles designed to deliver the experiences customers truly desire. The second phase focused on creating a unique, inspiring narrative that employees could embrace, embodying the essence of the new principles. A unique analogy was created: a company robe, carrying the Service Principles. Once an employe puts on the robe, they automatically embody the Service Principles and become perfectly unified with the company.
Outcome
Creating Trust & Fostering Loyalty
The result? A reinvigorated service promise that not only connected with customers but also inspired and engaged employees. Constantly asking vital questions ensured effectiveness:
Does it resonate with customers?
Do our people believe in it?
Are they equipped to deliver? Is it distinct, not just good?
Further outcome will be evaluated based on customer satisfaction and experiences as well as employees’ experience and performace.