This is the deck I used for my intervention at the EATRAFF 2015, Enterprise Architecture Conference in Stockholm. #eatraff15

1. Gjensidige Insurance
Extreme Customer Orientation
Stockholm
MARZIA ARICÒ
IRM | 17 March 2015
18 March 2015Livework | Gjensidige ©2015
@marziaarico

2. Livework | Gjensidige ©2015
@marziaarico

3. The 2011 World Development Indicators
show that the service sector
accounted for almost 71% of global
GDP in 2010 and is expanding at a
quicker rate than the agriculture and the
manufacturing sectors.
Source: unctad.org
Service
s
@marziaarico
Livework | Gjensidige ©2015

4. Make and Sell
@marziaarico
Livework | Gjensidige ©2015

5. Livework | Gjensidige ©2015
Let me tell you
a story.

8. Service
Experience
@marziaarico
Livework | Gjensidige ©2015

9. FROM
INDUSTRIAL LOGIC
resources, embedded value, and
transactions
TO
INTERACTIONS AND
RELATIONSHIPS
intangible resources, co-creation of value,
and relationships
Shift
@marziaarico
Livework | Gjensidige ©2015

10. Livework | Gjensidige ©2015

11. Livework | Gjensidige ©2015
2007

12. Livework | Gjensidige ©2015

13. Livework | Gjensidige ©2015

14. Livework | Gjensidige ©2015

15. Livework | Gjensidige ©2015
2013

16. Livework | Gjensidige ©2015

17. Livework | Gjensidige ©2015

18. Livework | Gjensidige ©2015
”We’ll be one of the
top 10 most
customer-focused
organisation”
@marziaarico
Helge Leiro Baastad
CEO
Gjensidige

19. Staging
Livework | Gjensidige ©2015
@marziaarico
Customer
Orientation
Customer
Experience
Service
Design

20. Ambition
Livework | Gjensidige ©2015
Customer centricity as
business strategy
Organisational
alignment
Cultural change
@marziaarico

21. Methodology Overview
@marziaarico
2-year change
programme
183 projects
4 pillarssimplification
organisational culture
service experience
efficiency
Livework | Gjensidige ©2015

22. Livework | Gjensidige ©2015
71,8 72,0
71,5
73,4
74,2
66
68
70
72
74
2009 2010 2011 2012 2013
Private
69,2
69,9
70,5
71,2
71,9
66
68
70
72
74
2009 2010 2011 2012 2013
Commercial
It definitively
worked!
@marziaarico
Customer Satisfaction Data

23. Customer Experience and Value Creation
Livework | Gjensidige ©2015
@marziaarico

24. Success Factors
Livework | Gjensidige ©2015
@marziaarico
Culture
Consistency
Measurements
Systemised cynicism
Empowerment
Starting with low
hanging fruits

25. Culture
Livework | Gjensidige ©2015
SUCCESS FACTORS
Get customer
orientation permeating
each business unit
Aligning leadership’s
behaviour
Get commitment for a
long period of time

26. Consistency
Livework | Gjensidige ©2015
SUCCESS FACTORS
Providing a consistent
service and customer
experience across all
different touch-points
The success is
conditional to all these
four elements:
Management
&
Organization
Operational
Quality
Simplification
Service
Experience

27. Measurements
Livework | Gjensidige ©2015
SUCCESS FACTORS
Individual customer
satisfaction
Monitoring results
Improving individual
performance
Cultural vehicle –
introducing customer
satisfaction data in
financial reports
12

28. Data
Livework | Gjensidige ©2015
@marziaarico
Customer satisfaction
surveys
Cross insights
Focus groups
Staff insights

29. Livework | Gjensidige ©2015
”The focus on
data makes us
not appreciate
insights enough”
@marziaarico
Kim Wikan Barth
Head of Brand and Customer Experience
Gjensidige

30. Systemised cynicism
Livework | Gjensidige ©2015
SUCCESS FACTORS
Linking customer
orientation to the
company’s business
strategy
Common perception:
“Customer
orientation
has nothing
to do with
business”

31. Empowerment
Livework | Gjensidige ©2015
SUCCESS FACTORS
Trusting employees’
intelligence
Enabling them to find
the best solution for the
customer depending on
the situation
Providing the right
support

32. Livework | Gjensidige ©2015
”Empowerment
is giving space to
make necessary
decisions”
@marziaarico
Kim Wikan Barth
Head of Brand and Customer Experience
Gjensidige

33. Example
Livework | Gjensidige ©2015
@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

34. Starting with low hanging fruits
Livework | Gjensidige ©2015
SUCCESS FACTORS
Being able to showcase
results in the short term
Slik gjør du:
Innmelding av ansatte
Customer
contacting
Gjensidige
New routine Guide sent by e-
mail
Har du gjort dette
før? Skal jeg vise
deg hvordan du
kan gjøre det selv?
I need to
Have you done this
before? Do you
want me to show
you how to do this
yourself
This is how you…

35. Livework’s Role
Livework | Gjensidige ©2015
@marziaarico
Outside-in perspective
Support on relevant
projects
Customer insights
Pilots
Tools and
methodologies

36. Livework’s Involvement
Livework | Gjensidige ©2015
@marziaarico
31 projects
7 years

37. Livework | Gjensidige ©2015
Customer / Citizen
BusinessOrganisation
Approach
@marziaarico

38. CONTACT
www.liveworkstudio.com
Marzia Aricò
Livework | Gjensidige ©2015 18 March 2015
marzia@liveworkstudio.com
@marziaarico
www.liveworkstudio.com