An iterative study to transform the seed into a nugget
Case study: Insurance
Need
Faced with the tensions generated by claims, an insurance company set about working together with its customers to develop more streamlined and efficient processes.
Approach
A blend of benchmarking, external expertise and interactive workshops to design practical, realistic and engaging claims systems with customers.
Impact
The study led to a complete overhaul of the claims process, including organizational changes to improve the efficiency and clarity of the service.
Reconciling customers and insurance, in depth
Identifying what works elsewhere
A benchmark of direct and indirect competitors enabled to identify inspiring best practices and drivers of efficiency, to fuel structured discussion and provide the project team with solid benchmarks as from the launch, mirroring the dynamics observed in the market.
Thought process based on expertise
Interviews with experts from AMARC (Association for the Management of Customer Claims) added a strategic perspective to the process, bringing to light current trends, claims handling expectations, and claims management strategies in the insurance sector.
Detecting areas of tension
Group discussions with claimant customers highlighted specific issues encountered during the process, some of which were unexpected. This feedback provided the insurance company with the opportunity to conduct in-depth diagnosis that brought to light the discrepancies between customer perceptions and internal operations.
Imagining more astute solutions
A creative workshop, combining card games and interactive methodology, enabled customers to design their ideal journeys. These proposals were then discussed with the insurance company to assess their relevance and test their feasibility, taking into account the realities on the ground.
Turning concepts into pathways
The scenarios that emerged from the co-construction process were tested in focus groups to ensure that they were in line with operational requirements. A final workshop with the insurance company led to the drafting of a macro action plan, structuring the major areas of transformation and the priorities for implementation in the short and medium term.
We were at the very heart of the process of change. Several years later, the wealth of insights provided by our findings still serve as an example and provide practical guidance to our client.
Mélanie Falcon
Ifop Marketing
Insurance at the service of its customers
The project enabled to reconsider responses, ascertain changes are based on concrete requirements, and give new meaning to each interaction. It is part of a continuous improvement approach, introducing practices consistent with the company’s commitments and culture.
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