Increasing insurance take up by young adults by 30%.
For most young adults a bank account and a debit card are considered a must–have but insurance is something they shy away from. In fact 73% of Norwegian 18 – 24 year olds say they know little or nothing about insurance prices and services. As a result this group is generally under-covered.
Working with Gjensidige, one of the largest insurance companies in Norway, live|work helped develop the idea of combining banking and insurance for people aged 20 to 30.
Talking to people in this age group we found that they all knew they ought to be insured but most of those who had attempted to buy insurance cover had failed. It was clear that the process needed to be simple and straightforward if it was to have results.
This represented a challenge: Gjensidige’s insurance and banking services were two completely separate business units, each with their own processes for becoming a customer. How could we design a smooth, unified and welcoming application experience?
Together with Gjensidige, live|work mapped out both the insurance and banking internal ‘backstage’ processes and then redefined them. Who would send which data where? Who would print the debit cards and who would ship them? All the different parties needed to be working together, creating a seamless customer experience.
Gjensidige Service Blueprint
Introducing a Service Blueprint gave speed and direction to the project. It defined the new, simple user experience and allowed everyone to see what had to be done behind the scenes to make the process happen in an effortless way for the customer. With help from the two departments we added touch-points and specifications to build a complete map of the new service, with ease-of-use at its core.
Working with a Service Blueprint ensured the necessary processes and technology could be put into place to support the customer experience. All too often the opposite happens – the customer experience is secondary and has to fit in around existing technology and processes.
Gjensidige have used the Service Blueprint to build the service as well as create a brief for the marketing agency and those building the final website.
For the first time Gjensidige customers can now get a bank account, a debit card and a set of insurances – all in a few clicks.
The innovative approach to insurance and banking of ‘bundling services’ and blueprinting the customer experience has produced impressive results for Gjensidige. In only two weeks, the new package sold more than their previous offering to young adults did in one year. Since then, the number of Gjensidige customers in this hard to reach demographic has increased by 30%.
“For us, using the Service Blueprint worked really well for modelling a truly customer-orientented solution.”
– Hans Hanevold, Group Marketing Director, Gjensidige
“The Service Blueprint gave us a unique insight into the customer journey. It made us identify a number of possible improvements, and helped make the Start Package a true success story for Gjensidige.”
– Sigurd Syrdal, Senior Marketing Consultant, Gjensidige
April – May 2008
Read more about Gjensidige Startpakken at Gjensidige.