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Customer journeys and service design create the right conditions for FörsäkringsGirot
Discover how customer journeys and service design enable FörsäkringsGirot to provide top-notch pension administration services with Forefront's expert support.
Adapting to the customer
For ten years, FörsäkringsGirot's core offering has been the COINS system, which, despite numerous updates, hasn't kept pace with digital advancements. Elias Gustafsson, Responsible for Marketing at FörsäkringsGirot, states that the new system is not only more user-friendly and modern but also easier to demonstrate to clients, offering better customization to individual user needs.
Pain points and delights
Clients started transitioning to the new system in April 2024. Johan Ploski, Service Designer at Forefront, emphasized the organization’s eagerness to work more agilely and customer-focused. He conducted an exercise with the leadership team on Business Agility and coached on integrating customer journeys into daily operations, validating insights with FörsäkringsGirot's customers to prioritize work effectively.
"The new system is not only more user-friendly and modern but also easier to demonstrate to clients, offering better customization to individual user needs." - Elias Gustafsson, Responsible for Marketing at Försäkringsgirot.
Input from the entire organization
Forefront has supported FörsäkringsGirot in multiple areas for several years. In 2022, a mapping of customer journeys and target groups began, focusing on sales, service development, and customer optimization. Service Designer Marie Gullander Koch worked closely with Elias Gustafsson to ensure a systematic, insight-driven approach. Collecting and sharing insights across departments ensures that the organization remains efficient, measurable, and up-to-date with market developments.
Proper conditions for rollout
Preparing for a significant IT system rollout can be nerve-wracking, but thorough insights lead to better decisions. The work done by Elias, Marie, and Johan will be tested in 2024. Collecting unique insights into pension administration ensures FörsäkringsGirot can approach the rollout with confidence, focusing on agile, customer-centric practices.
Getting started with customer journeys
Marie shares her top four questions for starting with customer journeys:
- Purpose - What does the business aim to achieve?
- Scope - Define target groups and areas to map.
- Customer Insights - Gather quantitative and qualitative data.
- Ensure customer journeys become a living document within the company.
By following these steps, businesses can create more value and ensure long-term success.