FIRST STEPS

The project began with a workshop of 5 days, Following the Google® Design Sprint model, we worked with key company leaders to understand the true needs of our customers and how we could adjust operations to deliver what was truly necessary for the brand and its clients. From this workshop, we derived... 96 ideas, which we grouped into 10 macro initiatives.

We continue our collaborative work, assisting in the creation of a dedicated customer area. We bring marketing and technology departments closer together with the goal of delivering continuous improvements, following agile methodologies for effective management focused on customer needs, defining squads and rituals such as daily stand-ups, weekly check-ins, bi-weekly reviews, among others.

STRATEGY

The next step was to map the end-to-end customer experience across all channels and touchpoints with the brand. Working collaboratively, we co-created this with the team at [Company Name]. Insurance Company in multidisciplinary teams. After research with users and collaborators, we built customer journey maps, providing visibility into identified pain points and opportunities for improvement.

Once the problems were diagnosed, the next step was to design the ideal customer journey for each product. In particular, three products from Insurance Company These were prioritized in order to serve as models for this new mindset: Home Insurance, Life insurance e Consortium.

During this mapping process, we identified projects that need to be developed and implemented to transform the customer experience. This includes looking at the metrics and KPIs to be monitored in each of the initiatives.

METHODOLOGY

Combining Service Design tools with Agile methodology, The project involved a significant co-creation process with the client. We combined our expertise with the knowledge of the business specialists and the experience department of [Company Name]. Insurance Company So that together we can do it better and faster.

Professionals of Ana Couto People with diverse expertise – such as service design, UX, UI, product design, graphic design, content, project management, among others – worked together in a model of extended time, leading and participating in squads (working groups) for the implementation of MVPs (Minimum Viable Product) of the most strategic initiatives.

IMPLEMENTATION

Among the improvement projects identified during the design of the ideal customer journeys, the following stand out Caixa Seguradora website, a New Logged-in Customer Area, the Mobile App, to the Relationship Rules, Two simulators for brokers and agencies. and the Redesigning Customer Service Flows in the Call Center and Salesforce, the company's CRM tool.

In all of them, the Ana Couto team was present, leading in terms of usability, user knowledge, and design, bringing above all alignment with the brand's value proposition. We worked by joining forces in development, building strategic definitions, or even assisting in defining teams, managing projects, and implementing a new customer service culture in the call centers.

RESULTS

A transformation of this magnitude demands a lot of work and time. Connecting silos and changing a culture, directing all initiatives towards a single objective, delivering value to customers, and on top of that, making everyone realize their importance in this construction. All this without losing focus on business development. But what we can say is that it pays off.

During the time we worked together, Caixa Seguradora went from 7th to 4th position among Brazilian insurance companies. Of course, this wasn't the work of a single person, but rather a cultural shift that involved all units and impacted the business as a whole. We still have a lot of work ahead of us, but the seeds of transformation are already germinating.