Conference Agenda

Session
02-01: Adré Schreuder
Time:
Friday, 19/Jul/2019:
11:00am - 11:25am

Seminar Room 2-1

Chair: Adré Schreuder


Abstract

A Contemporary Pragmatic Approach to Customer Centricity – A Case Study in Turning Customer Centric Thinking into Customer Experience Success

Authors: Adré Schreuder (Consulta (Pty) Ltd, South Africa), Martin van Wyk (Telesure), Anneli Retief (Telesure)

During the early 2000’s, the Telesure group found that more women were taking out their own short-term insurance policies. 1stfor Woman Insurance was launched in 2004 to provide insurance specifically designed for women. The brand focus of FFW is on inspiring confidence in women and aims to be a consistent reminder to encourage women to realise their inherent greatness, resolve and power.

After the brand’s initial success, a decline in growth occurred. External metrics showed that where the brand was initially a leader in customer satisfaction, it had lost this initial lead.

The 1stfor Woman (FFW) short term insurance brand promise was tailored to the specific needs of modern woman and thus created a very specific customer expectation amongst the woman target market. This challenged the Telesure group to deliver to the exceptionally unique customer expectations of a niche target market.

The case study will show how Telesure and more specifically FFW have aligned their Customer Centricity, Customer Experience delivery and Brand message to ensure that FFW regain the recognition as a specialist tailored brand worthy of the unique brand values of celebrating woman in their uniqueness, inherent greatness, resolve and power.

The 2016 South African Customer Satisfaction Index (Sa-csi ) results showed that FFW customers have the highest expectations of all Telesure brands, coupled with a below-industry perceived quality rating. This resulted in the biggest negative gap between customer expectation and customer experience within the Telesure group. The challenge identified by the SAcsi results for FFW was to urgently close this gap.

The case study will show how FFW addressed the gaps and proposed interventions that assisted the business in achieving its CX targets, whilst further work was conducted on the refinement of a Customer Experience Strategy.

Some of the initiatives included :

  • Historically, the tracking basically used NPS and CES internally. These metrics did not provide enough direction and insights for the required changes to the customer journey to link the experience to the brand promise. Between Consulta and FFW the measure was changed to a more comprehensive multivariate metric (which was called the CXI – Customer Experience Index)
  • The insights and deeper understanding gained with this measurement approach directed focus on:
    • A more tailored communications strategy showing the unique CX initiatives implemented such as an unique vehicle assist service (called Guardian Angels)
    • Development of a connected app (recently launched)

The success of the CX interventions and strategy was clearly seen in significant improvements in the SA-csi Short Term Insurance Benchmark from 2016 to 2017. The gap between expected and perceived experience was closed and the score puts the brand among the top brands in the industry.