Best Practices in Improving Customer Experience by Focusing on Overlooked Touchpoints

2. Why are things so complicated? •  Companies speak to themselves •  Mergers and acquisitions create duplication •  The mystique of Systems and Legal •  Adherence to old processes; slow conversion to new technology •  Lack of expertise in plain language writing, information design and information architecture All rights reserved 2012.

7. “The busier life gets, the more value there is in simplicity as a point of competitive diﬀerentiation.” “It’s good for American society, not just good business sense. Simplicity and clarity make us more productive.” Arkadi Kuhlmann Chairman, President and CEO of ING Direct USA All rights reserved 2012.

12. Pioneers in simpliﬁed customer experience 1975 Citibank Chubb IBM Discover AT&T Cleveland Clinic IRS 2012 Edward Jones Sony PSP Genworth Centers for Medicare Quest American Express United and Medicaid Services MileagePlus All rights reserved 2012.

13. Siegel+Gale’s SimplicityLab™ A proprietary evaluation methodology and index for measuring the eﬀectiveness of brand strategy and design based on our core philosophy of simplicity. All rights reserved 2012.

17. Insurance Score—inconsistent explanation across multiple channels (Before) Call Center Web Printed Communications “In evaluating insurance policies, “Our model does not consider “In fact, certain credit report our method of considering all of information such as income or information has proved an eﬀective these factors together, as a whole, net worth because we are not predictor of insurance losses. It also ensures that no single negative assessing our customers’ credit- allows insurance companies to keep item will necessarily prevent a worthiness.” costs competitive by making it customer from qualifying for a possible for customers who are less lower premium.” likely to experience losses to pay less for their insurance.” All rights reserved 2012.

18. Insurance Score—clarifying a key concept across multiple channels (After) Call Center Web Printed Communications “Allstate uses a number of factors to How do we determine your rates? How we determine your premium calculate insurance rates. The factors, To determine your premium we would In [State, Company] uses a secure computer program to pull information from taken together, allow us to apply consider such factors as: your credit history and produce an insurance score. Your insurance score is just one component used in determining your auto tier. As the diagram show, Allstate rates based on the likelihood that a •  What type of car you drive: How old considers your auto tier along with other information, such as [driving record/ loss may occur—similar to the way a is it? What safety features does it location of home/etc] to determine your premium group. health questionnaire helps a life have? insurance company predict losses and •  Who drives the car: What is the age, set rates. Over the years, we have driving record and gender of each learned that certain credit driver? information allows us to predict the •  How you use the car: How far do you likelihood of loss with great accuracy. drive? Do you use the car to commute It is this group of loss-related factors or for pleasure? Where do you keep that we consider from a credit report, (garage) your car? Some of the items we consider in a typical customer’s credit history include the not the credit score, nor a person’s We also consider your insurance score, number of credit accounts and the length of time you’ve maintained your credit credit-worthiness.” a calculation based on elements from accounts. We also consider your payment history and how often lenders have your credit history. Over the years we’ve made inquiries into your credit report other than to make promotional oﬀers. found that including insurance scores These speciﬁc aspects of an individual’s credit history have been shown helps us better predict the likelihood of by research and experience to indicate the likelihood of experiencing an experiencing an insurance loss. This insurance loss. helps us match our rates to the risk we’re assuming. All rights reserved 2012.

21. 1in10 taxpayers receives a notice

22. Heatmap indicating areas of confusion: CP2000 No confusion High confusion Source: Siegel+Gale SimplicityLab

Best Practices in Improving Customer Experience by Focusing on Overlooked Touchpoints

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