Transforming the Customer Experience of Financial and Insurance Services
Design of customer service strategy
Liberty Life Insurance
South Africa 2015
To develop an engagement and service customer strategy advising on 7 different digital and non-digital services for a top leading financial and insurance service provider.
A human-centered approach that led to change
This project combined user research and design thinking through to the ideation of possible concepts to improve and digitise the customer experience across different departments in this financial institution.
The execution included:
B2B and user research with the call centre and branch capability and insurance policy customers
Digital systems assessment across services
Stakeholder interviews and co-creation workshops
Analytics of platforms
Personas, journey maps and concepts ideation
The implementation of the customer experience strategy implementing changes in the execution of a number of services, starting with the restructuring of the call centre in the organisation.