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Extreme Customer Orientation

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Intersection14, Paris - This presentation proposal aims at describing the work that the service design studio Livework has developed with one of its long-term clients Gjensidige, the largest insurance …

Intersection14, Paris - This presentation proposal aims at describing the work that the service design studio Livework has developed with one of its long-term clients Gjensidige, the largest insurance company in Norway.


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  • 1. London Oslo Rotterdam São Paulowww.liveworkstudio.com Gjensidige Insurance Extreme Customer Orientation Paris MARZIA ARICÒ Intersection Conference 16/4/14Livework © 2014
  • 2. The story @marziaarico
  • 3. ”We’ll be one of the top 10 most customer-focused organisation” @marziaarico Helge Leiro Baastad CEO Gjensidige
  • 4. Ambition Cross sector benchmarking Customer centricity as business strategy Organisational alignment Cultural change @marziaarico
  • 5. Gjensidige Experience Trustworthy Quality Simplicity Commitment @marziaarico
  • 6. ”We shall know the customer best and care the most” @marziaarico Helge Leiro Baastad CEO Gjensidige
  • 7. Framework @marziaarico Consistency Definition of key areas of improvement Clear definition of key deliverables Preciseness Baking it down into the organisation
  • 8. Example @marziaarico We make the complicated simple What: It is our responsibility that the customer understands us How: Our focus is simplification and added value for the customer  Speak a language the customer understands, spoken and written  Ensure that the customer understands what he/she is buying and what he/she is paying for Why: Good customer experiences provide increased willingness to buy
  • 9. Leadership @marziaarico Top management support Change driven by the organisation Keeping momentum Agents of change Frequent reporting system
  • 10. Methodology Overview @marziaarico 2-year change programme 183 projects 4 pillars
  • 11. Management @marziaarico Change agents Empowerment Budget Volume Regular reporting to the commission Cross organisation initiatives
  • 12. ”Empowerment is giving space to make necessary decisions” @marziaarico Kim Wikan Barth Head of Brand and Customer Experience Gjensidige
  • 13. Data @marziaarico Customer satisfaction surveys Cross insights Focus groups Staff insights
  • 14. ”The focus on data makes us not appreciate insights enough” @marziaarico Kim Wikan Barth Head of Brand and Customer Experience Gjensidige
  • 15. Livework’s strategic role @marziaarico Outside-in perspective Support on relevant projects Customer insights Pilots Tools and methodologies
  • 16. Livework’s involvement @marziaarico 31 projects 7 years
  • 17. Key success factors @marziaarico Support of top management Visionary CEO Systemised cynicism Everyone needs to be involved Empower managers 1 2 3 4 5
  • 18. Key success factors @marziaarico It’s a business strategy Start with low hanging fruits Communicate top-down, operate bottom-up Reporting Measurement 6 7 8 9 10
  • 19. ”Customer orientation is a belief. Like religion” @marziaarico Kim Wikan Barth Head of Brand and Customer Experience Gjensidige
  • 20. Measurement @marziaarico
  • 21. Monitoring @marziaarico Individual CSI Business unit CSI Brand and competitor tracker External monitors: cross industry
  • 22. Examples @marziaarico
  • 23. Individual CS touch-point @marziaarico Interlinking individual performance and customer experience Coaching sessions Bonuses
  • 24. 2013
  • 25. 2007
  • 26. ”People tend to shift focus but you can only achieve customer orientation if you stick to it for a long time” Kim Wikan Barth Head of Brand and Customer Experience Gjensidige @marziaarico
  • 27. London Oslo Rotterdam São Paulowww.liveworkstudio.com www.liveworkstudio.com Marzia Aricò Livework © 2014 16/4/14 marzia@liveworkstudio.com @marziaarico