Case studies : Norwich Union

Norwich Union: Pioneer

Differentiation in the competitive insurance market.

Creating service innovation

In 2006 Norwich Union formed a new internal department to lead a programme of innovation across its business units. This team, Pioneer, was tasked with developing new concepts for life and general insurance services. They were keen to learn how to bring customer-centred observational insight and rapid prototyping into the way they worked and approached live|work as the partner to help them do this.

Concepts that meet real consumer needs

Working closely with the Pioneer team we spent time with a broad range of customers and potential customers, visiting them at their homes and understanding their attitude to risk and insurance and how they chose and managed insurance policies. Uncovering a wide range of opportunities for the team we undertook a series of brainstorming and sketching sessions to generate over 80 new concept services for the business.

Integrating into mainstream services

The strongest four of these ideas, involving document storage; terms and conditions small print; sales data and customer recommendations were chosen to be developed. Over the subsequent 3 months these were rapidly prototyped as web services, using a trial customer group to help define and test the prototypes. All four prototypes are now firmly part of Norwich Union’s future service developments.

“The team at live|work have a remarkable skill in connecting our business with customer outcomes and have been an essential partner in our drive towards customer centricity.”
Stephen Doran, Norwich Union

August 2006-

Contact: Jeremy Walker on 020 7377 9620

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