CUSTOMER EXPERIENCE AND ENGAGEMENT STRATEGY

Insurance and financial services - South Africa
June-November 2015

Summary
Engagement and service customer strategy advising on 7 different digital and non-digital services for a top leading financial and insurance service providers. The deliverables included personas, customer journeys and rough prototypes. The outcome was the implementation of the strategy. 

Brief
To develop a customer experience strategy for a financial services company with 5000 employees. The strategy looked at the users’ interactions per service type across digital and non-digital channels.

Challenges
Different silos operating in the business made solutions hard to centralise.

Old systems slowed down service delivery across the business.

The existing customer experience strategy was disconnected per services and it was behind industry standards which made a new approach difficult to adopt. 

Approach
The project combined the work of different streams tackling customer service from different angles. My team and I worked on the user research and concept ideation phase. 

The research process combined in house in-depth interviews, ethnographic immersions at the client’s offices, design research activities to find out details of possible service scenarios and Persuasion, Emotion and Trust (PET design technique).

The results from all research activities were integrated into the concept ideation phase which provided design solutions to the different service types. The overall goal of the strategy was to transition some of the business' manual services to self-service channels.

Workshops were conducted with the client to align the business vision and goals, with the results from the user research.

Early prototypes of the concepts were provided envisioning the services in the future. 

Results
Buy in of the customer strategy at executive level.

Customer experience strategy roll out expected to happen as envisaged.

Client’s recognition for the personas and the cultural findings aligning the users and the business' needs.