extrem customer orientation gjensidige insurance
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Gjensidige Insurance Extreme Customer Orientation
London
MARZIA ARICÒ & KIM WIKAN BARTH
DMI: 19th Academic Conference
3 september 2014 Livework | Gjensidige © 2014
Staging
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@marziaarico
Service Branding
Customer Orientation
Service Design
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2007
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2013
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”We’ll be one of the top 10 most customer-focused organisation”
@marziaarico
Helge Leiro Baastad CEO
Gjensidige
Ambition
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Customer centricity as business strategy
Organisational alignment
Cultural change
@marziaarico
Methodology Overview
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@marziaarico
2-year change programme
183 projects
4 pillars simplification organisational culture
service experience efficiency
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2009 2010 2011 2012 2013
Private
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2009 2010 2011 2012 2013
Commercial
It definitively worked!
@marziaarico
Customer Satisfaction Data
Customer Experience and Value Creation
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@marziaarico
Success Factors
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@marziaarico
Culture
Consistency
Measurements
Systemised cynicism
Empowerment
Starting with low hanging fruits
Culture
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SUCCESS FACTORS
Get customer orientation permeating each business unit
Aligning leadership’s behaviour
Get commitment for a long period of time
Consistency
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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
Measurements
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SUCCESS FACTORS
Individual customer satisfaction
Monitoring results
Improving individual performance
Cultural vehicle – introducing customer satisfaction data in financial reports
12
Systemised cynicism
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SUCCESS FACTORS
Linking customer orientation to the company’s business strategy
Common perception:
“Customer orientation
has nothing to do with business”
Empowerment
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SUCCESS FACTORS
Trusting employees’ intelligence
Enabling them to find the best solution for the customer depending on the situation
Providing the right support
Starting with low hanging fruits
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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…
Next Steps for us
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@marziaarico
Brand perception
Success factors validation
Opportunities for future research
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@marziaarico
Service branding experience
Engraving the service methodology in the organisation
Sustaining customer orientation
CONTACT
www.liveworkstudio.com
Livework | Gjensidige © 2014 3 september 2014
Kim Wikan Barth
kim.wikan-barth@gjensidige.no
www.gjensidige.no
Marzia Aricò marzia@liveworkstudio.com www.liveworkstudio.com @marziaarico
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