CX Optimized.
ROLE
Digital Experience Architect (Principal)
COMPANY
State Farm
EXPERTISE
Customer Experience, Strategy, Service Design, Design Thinking,Personas, Journeys, Facilitation, Immersive Research
DATE
April, 2019
Background
As a Digital Experience Architect at State Farm, I played a significant role in transforming our Experience Design department around a Customer focused operating model while leading an initiative called CX Optimization.
This initiative combined was a key pillar with CX Vision, Culture, and Measurement efforts, introducing frameworks, tools, and techniques to inspire the development of holistic strategies to support the company’s strength in Agency, while introducing innovations through technology.
Situation
The Property and Casualty (P&C) Modernization effort was multi-year digital transformation effort intended to enhance insurance policy structures to improve manageability and salability for Agents and Support Centers. However, the implementation process for modernization was causing concerns with Senior leaders, pausing the execution of major changes in technology.
The implementation for modernization included a series of conversions with Customers who have multiple policies (autos, home and more). At the point of renewal, each policy would move to a new systems called Policy Center.
The transition to Policy Center would trigger a series of complications:
1. Duplicate Bills
Customer might see an increase in paper bills over an implementation timeline spanning 6-12 months.
2. Increased Rates
Rates had the potential to hit a 10% increase. This is double the percentage that tends to drive shopping behaviors.
3. High Call Volumes
Customers would likely contact their Agent or Call-Centers, seeking answers to questions that neither party can answer.
Actions.
I was able to organize a series of activities to align the 40+ stakeholders across Digital Experience (UX), Customer Experience Insights (Research), Product Adoption, Account Services, Billing and Payments, Personal Lines, Enterprise Architecture, Data and Analytics, Agency, Customer Care Center, P&C Actuary, Underwriting, and Product.
Results
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