Customer centric value change – in health insurance
How do you modernise a financial institution? Zilveren Kruis is Netherlands largest health insurance company serving some 4 million Dutch citizens. Livework has been a partner for over eight years and has established customer centric capability across the business driving transformation of key value streams.
For example we have transformed key journeys in their payments value stream. We have aligned Zilveren Kruis around the customers need to understand what they are paying for, why it costs what it does and the value it gives them. Behind the scenes this has guided a two year program to realign operations and systems to customer value and deliver a new payments platform.
With Zilveren Kruis we have taken a strategic approach to bringing customer centricity to a traditional institutional business. The alignment of value streams to customer experience has enabled their strategic transformation in ways that defends the customer base, delivers efficiencies and enables innovation.
Challenge
Bringing the customer into an institution
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The marketing team of Zilveren Kruis saw the need for creativity and more customer centricity in the business. The challenge is how to bring these qualities into an organisation that runs on a very different logic.
We knew that our tools and methods, whilst essential, were not going to get us there. We needed a way to ‘bring this forward’ with people who did not understand the need – let alone the method.
Approach
Translating customer experience into operational effectiveness
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We needed a calling card – a ‘door opener’ project – something small and low risk that would establish the potential and prove value. Our approach was incremental.
This demonstrator won us the right to work on one of the core value streams – the payments challenge. We had to translate the customer vision – for people to understand and value what they paid for – into an operational benefit. We had to win over the operations department. To do this we connected customer experience objectives into operational benefits.
Once value was demonstrated this work moved into the methodical process of changing systems, processes and policies to deliver on the benefits. Now delivered.
Outcome
Embedded customer centricity into value streams
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Once value was proved and confidence in our way of working was spreading, we were able to help them implement customer centric ways of working that enabled them to materialize their customer experience strategy.
Now all four key value streams are oriented around the customer journey, leading visions per value stream and cascading opportunities to align business value with value to customers. This enables Zilveren Kruis to govern their transformation activities in a consistent, coherent and customer centric way.
Through the relationship – and through a process of wider and wider engagement across Zilveren Kruis – we have changed the organisation. Design approaches and customer centricity now sit side by side with more traditional insurance mindsets.
Impact
From concept to delivery
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Our work transformed concepts into practical, sustainable improvements that continue to support the functioning of UK democracy every day. By focusing on human needs and service quality rather than technology alone, we helped Parliament create support systems worthy of its mission.
“Four months after the launch of ‘What do you pay, what do we pay?’ it’s clearly being received positively: 75% of users label it ‘highly useful’. ‘We now receive far fewer calls about unclear invoices. We also notice that customers are becoming more aware of their own healthcare choices, for example that non-contracted care is often more expensive. That is a great development.”
‘What do you pay, what do we pay’, is a very nice example of how customer experience and business improvement go hand in hand.
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