Defining the Ideal Customer Experience - Renters and Homeowners Insurance
Many companies conduct extensive survey research to learn about the needs of their customers in order to improve products and services. But the numbers can only get you so far. Our company already had quantitative data that told us which customer service factors were most important, but we didn’t have any information on how customers actually defined these attributes for different products and interactions.
To dig deeper with consumers, I moderated eight focus groups in two major market areas. From purchasing insurance to servicing accounts and filing claims, what was most important to them? What amounted to the “ideal” experience, and what would make them consider switching to a competitor? Were certain attributes more important when filing a claim than when making a simple account change?
Other topics of discussion included participants’ experiences with customer service interactions and channel access preferences (1-800 number, agent office, internet and mobile). Because I like to take a participatory approach in research, I incorporated a hands-on group activity that allowed the participants to further explore these topics in small teams to facilitate an deeper overall conversation.
Findings were used to inform further rounds of research on the renters/homeowners customer experience. I also replicated this project for clients in the life insurance line of business. The results were also used to inform additional phases of quantitative survey research design to gauge the company’s performance against industry competitors.
Photo Credit: Krystian Olszanski
Methods: Focus groups
My Role: Project Scoping
Data Collection & Analysis Recommendations & Report