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During the last seven years Livework has been working closely with Gjensidige, the largest general insurance in Norway, to achieve the objective of becoming the most customer centric organisation in Norway- across all sectors. Customer orientation has been implemented as key business strategy to build sustainable growth and keep thriving in their market.
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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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Private
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It definitively worked!
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Customer Satisfaction Data
Customer Experience and Value Creation
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Success Factors
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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
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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
www.gjensidige.no
Marzia Aricò [email protected] www.liveworkstudio.com @marziaarico
