Innovation Management Wisdom

Posts with the tag 'persona'

P&C Insurance Company Uses Persona to Design New Customer Experiences

A leading property and casualty insurer needed to improve its customer experiences fast to avoid continued flat line growth. Customer referrals drive sales in this industry and our client was at significant disadvantage.

Whyze Group facilitated a customer experience management audit with the company’s innovation team.  Once the team reviewed and discussed all of the evidence from research studies the company had conducted, team members agreed that the company’s value proposition and customer experience were less compelling than those of competitors.  Even with all the company research at hand, the team was still unsure of where to focus the company’s innovation efforts.

To fill the team’s knowledge gaps, Whyze Group mapped the customer experience, surveyed customers, interviewed employees and led cue scans with the innovation team.  These were instrumental in imbuing the team with a visceral understanding of what their customers really go through.  Moreover, the team galvanized around a focused set of opportunities to improve customers’ experiences.  

The most important finding was that nearly all of the company’s investments in the customer experience were focused on getting prospects to buy policies. Customers received little or no attention from the company after they bought. 

This lack of attention mattered to customers in varying, but significant degrees.  Whyze Group identified four customer personae.  Each was unique with respect to their mental models and expectations of insurers.  Of the four customer personae identified, one was particularly sensitive to the level of care they received after the sale.  

Whyze Group facilitated a series of customer experience design sessions aimed at delighting this persona.  The innovation team identified six customer experience innovation opportunities and prioritized them according to criteria that we helped them develop.  These included the number of customers affected, the increase in experiential value to customers, the change management challenges for the company and brokers’ businesses and the effectiveness to which each innovation would fulfill the company’s brand promise.

We identified and prioritized a set of initiatives that are being implemented with the support of the CEO and executive committee.

July 9th, 2011

Customer Experience Lessons from Obama and McCain Campaigns

The process by which the American electorate chooses presidents is representative of how customers choose your products and services. They make decisions based on emotions, not necessarily a lengthy or even rational comparison of features.

The Obama and McCain campaigns provide lessons for organizations striving to deliver compelling customer experiences. Both campaigns are increasingly relying on sound bites and photo ops that stir emotion and influence a specific voter persona–those who are still undecided.

In the private and public sectors, emotions drive customer experiences and decisions. Presidential candidates use tracking polls to tell them what emotions they are are creating among voters. In response, politicians change their tactics daily.

While Obama’s platform includes tax reductions for 90% of households, the McCain campaign has repeatedly referred to Obama’s intent to raise taxes on the middle class. McCain’s sound bite is easier to understand and strikes a powerful chord with voters, even if it’s arguably untrue. The facts, however, carry less weight among undecided voters at this point in the election cycle.

Emotions rule, particularly among voters just getting to know the candidates. The persona of today’s undecideds is different from those who’ve been paying close attention for the last 18 months. The undecideds are probably far less engaged.

The process by which the American electorate chooses presidents is representative of how customers choose your products and services. They make decisions based on emotions, not necessarily a lengthy or even rational comparison of features. Emotions drive customer experiences. Each customer persona responds differently.

If you know what emotional hot buttons to push, how to push them and among whom, you’ll be well on your way to innovating customer experiences that grow grass roots support.

October 8th, 2008


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