Health insurance transformation
Future state service design and customer experience.
CXCO was engage by a health insurance provider and their integration partner, to facilitate the strategic business alignment of disparate stakeholder groups and design the future state customer experience for their transformation program.
CXCO facilitated workshops to define the vision and parameters of the experience, and translated outputs into a series of scenarios that illustrated key points of innovation, interaction and need. The scenarios were supported by service maps that detailed actions and interactions, and defined people, process and technology required to deliver the experience.
The opportunity
In 2014, our Client embarked on a program of work to transform their business operations. Historically, the organisation had formed through a number of acquisitions, and as a result was running multiple systems and processes to complete the same activities. The existing work system was inefficient and inconsistent, and resulted in a poor customer experience.
The business had identified technology capabilities they required to future proof their operations, but hadn’t yet defined the desired future state customer experience they needed to enable when the capabilities were in place. By taking a technology-led, business-centred approach, there was a high risk that the capabilities they built would not meet customer needs and would create a disjointed and low value customer experience.
The organisation had completed multiple discrete customer experience and insights projects within a three-year period prior to starting the transformation program, yet had no single overarching definition of what the future state experience was, or how it supported the customer. They had a number of individual components such as design principles, personas, customer outcomes, and required capabilities, but had a gap in articulating how it all came together to create a cohesive experience for the customer across key scenarios and customer types.
Our approach
Stakeholder engagement
The first stage was an alignment project to synthesise existing insights, agree on the scope, and engage stakeholders in a vision workshop. The project included a multidisciplinary team of designers, strategists, system architects, business analysts, and developers as well as internal stakeholders from across the business.
Asset review and synthesis
An asset review was conducted on over 200 documents to extract insights, principles, capabilities, and outcomes to inform decision-making in workshops. This included identifying failures in existing services and opportunities to improve the customer experience.
Future state experience
CXCO designed and facilitated workshops with multiple stakeholders to gain consensus on innovation opportunities and the desired future state experience. This was followed by a design phase where the future state customer experience was created, and the internal capabilities to deliver the experience were articulated in a series of service blueprints.
Service maps
The future state experience was mapped to illustrate key points of innovation, interaction and needs, supported by service maps that detailed the path of action and interaction between the customer and the business, indicating the people, systems and processes to deliver the experience. The maps informed functional design workshops and the capabilities required to be delivered in waves.
CXCO produced decision making tools as a key deliverable for the client.
