Customer Service Innovation
A modern support interaction for insurance customers
Pensions & Life Insurance | 2020
MY ROLE
CX Strategist & Design Team Lead
IMPACT
+32%
Mobile-originated calls successfully deflected to messaging (via signposting on the IVR/phone channel)
+82%
NPS improvement compared to the phone channel
4.3
closed chats per agent per hour (baseline 2.0)
Future-proof
Blueprint for Zurich's on-the-go customer engagement (later expanded to B2B and Switzerland)
CONTEXT
Facing growing challenges in its customer service, Zurich aimed to reduce frequent requests while giving policyholders greater autonomy.
CHALLENGE
How might Zurich modernise the service experience to reduce failure demand?
SOLUTION
Zurich had just deployed a new platform and wanted to learn by doing with their AI capability.
I led the design and deployment of a virtual AI assistant, shaped in tandem with Voice of the Customer insights and principles of responsible AI.
A hybrid AI/human experience was shaped, balancing automation with empathy. The experience went live in 2021, available to all Life and Pensions customers in the UK - and soon after, also in Switzerland.
SPOTLIGHT
01
Making it simple and easy for customers to experiment the new service channel
02
Researching top priority user cohorts and creating insights to shape the future service experience
03
Iteratively shaping and testing the future experience together with customers and senior stakeholders
04
Reimagining the end-to-end customer experience across all customer touchpoints
CUSTOMER FEEDBACK
"Adopted quicker than expected - a long-standing issue finally resolved." — Customer Service Director at Zurich UK
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