Zurich Customer Experience Mastery
Objective
Zurich Insurance is interested in developing select employees in the Hong Kong region with Customer Experience skills and methods to enable them to apply a customer-focused approach across their work. To do that, Zurich Insurance wants to leverage the Customer Experience program developed by Live/Work, which has been applied successfully across other regions with the aid of Craig Walker Design and Research.
Approach
As a lead facilitator to run a series of CX Mastery Cycles for a team of 20 participants, each of these sessions were ran with 2 facilitators. The sessions was face to face and take place in person in Hong Kong, and utilised information and tools created on Mural boards prior. The sessions was focus on design challenges and customer scenarios relevant to the Hong Kong participants, which was created beforehand.
Problem statement
Creating problem statements with the team during the workshop is essential for aligning participants on the core challenges that need to be addressed. This collaborative process ensures that everyone has a shared understanding of the issues at hand, fostering a sense of ownership and commitment to finding solutions. By involving the team in crafting these statements, we tap into diverse perspectives and insights, which can lead to more innovative and effective problem-solving strategies.
How might we...
The 'How might we' exercise is designed to transform challenges into opportunities for innovation. By framing problems as questions, participants are encouraged to think creatively and collaboratively, exploring a wide range of potential solutions. This approach fosters a mindset of possibility and exploration, enabling teams to generate innovative ideas that address the core issues effectively.
Customer interviews and translating insights into actionable next steps
I guided the students through the process of conducting user interviews, allowing them to engage in role-playing exercises to simulate real-world scenarios. Following this, they presented their findings, utilizing the CX Standards toolkit as a framework for both interviewing techniques and presenting insights.
Learned the importance of research, identifying customer painpoints, needs and wants
Participants discovered how important it is to understand the user behaviours and data analysis
How to effectively translate insights into actionable experience design and execution strategies
Customer Journey Mapping
Journey mapping serves as a vital tool for fostering collaboration and knowledge sharing among participants. It enables both internal staff and project team to gain a comprehensive understanding of the customer experience, highlighting the touchpoints and interactions that define the service journey. By mapping these experiences, participants can identify opportunities for improvement and innovation, ensuring that the service aligns with customer needs and expectations.
Idea generation
A customer friendly question to ensure that the service provided will satisfy the customers’ priorities and interests within the allocated timeframe. From our testing so far it is clear that customers like being asked how much time they have. They feel like they are being listened to and their time is valued.
Co-Creation & prototyping
The co-creation activity aimed to harness the collective creativity and expertise of the participants to redesign the Zurich claim process. By engaging in collaborative brainstorming and mapping exercises, the team was able to develop a new customer journey that enhances efficiency and customer satisfaction. The outcome was a streamlined process that not only meets customer needs but also aligns with Zurich's strategic goals.
Learned the importance of prototyping, testing, and iterating on their designs.
Participants discovered how to work effectively in teams, communicate ideas clearly
Embrace failure as a stepping stone to innovation.
