Redesigning the Customer Experience

Strategic Shift

In response to changing consumer behaviors and the disruptive competitive landscape, Nationwide took action to transform its business model. A critical element in this strategic shift was the decision to centralize the servicing functions that occur today.

This multi-pronged distribution and servicing approach is the distribution strategy of the future redefining the role of the Agent while centralizing and redesigning the customer service experience, allowed Nationwide to meet its objectives, while, most importantly, creating highly satisfied customers in keeping with the On Your Side brand promise.

Nationwide selected The Customer Group (TCG) to work as both Advisor and Architect in detailing the scope of the various impacts of this strategic shift, as well as develop a “picture” of the future successful sales models and customer multi-channel interactions to demonstrate a new goal state.

Customer Experience Transformation

The Nationwide effort involved considerable “discovery”-oriented and extensive fact-finding work into the Nationwide operating environment to assemble an understanding of the gap between customer requirements, operational requirements and current capabilities and the customer experience. In addition future operating models were designed to include processes, people, system and channel touch point storyboards as well as the Pro Forma financials that reflect the viability of this new customer strategy.

Over a nine month period TCG managed three projects critical to the success of this initiative:

Vision & Design for Centralized Servicing
Vision & Design for the Integrated Sales Model
Strategy & Design for IVR/Self-Service and Workforce Management
Strategy & Design for Quality Assurance and Performance Management

Ultimately, drawing on TCG’s collective experience and research, and in collaboration with Nationwide, TCG designed features of the new customer experience strategy intended to better meet customer requirements and corporate objectives.

Extending the Promise

As a result of this initiative, Nationwide customers will continue to benefit as the company extends itself to maintain and grow the On Your Side promise to its customers!

Client: Nationwide
Industry: Insurance
Geography: National
Components: Vision, strategy, current state, future state, storyboards, blueprint, roadmap, experience characteristics