Industriens Pension har høje ambitioner for deres kundeoplevelse. De ønsker tilfredse kunder som vil anbefale dem som pensionsselskab. Pension er et lavinteresseområde for mange mennesker, så for at lykkes, vil de personalisere deres kundeinteraktioner, så de imødekommer den individuelle kundes behov og præferencer.
Vi startede med et stort, eksplorativt kvalitativt studie, som identificerede forskellige arketyper blandt kunderne, som blev kvalificeret gennem en kvantitativ analyse, som resulterede i 4 forskellige segmenter. For at transformere indsigterne til operationel forandring, intergrerede vi de 4 segmenter i Industriens Pensions kundedatabase, og identificerede samtidig hvilket segment den givne kunde tilhørte med 80% sikkerhed.
De 4 segmenter gav en forståelse af kundernes demografiske karkateristika koblet sammen med deres viden om pension, deres behov i forhold itl information samt deres forventninger til Industriens Pension. Baseret på denne information, kan Industriens Pension nu personalisere deres kommunikation og interaktion med kunderne, og på den måde levere en relevant og personlig kundeoplevelse.
What are the characteristics of Industriens Pension’s customers and how can they be accommodated to ensure a greater customer satisfaction?
delivering member oriented services
Industriens pension want satisfied customers who will recommend them as a pension fund. Their challenge is that pension is a low interest subject and that their customers are required to be there because of their collective agreement. Many customers are not even aware of Industriens Pension being their pension fund. Industriens Pension are focused on building and maintaining a close relationship with their customer, by ensuring that all interactions are relevant and personal.
We delivered the fundamental insights and operational platform for their customerservice strategy:
we identified homogenous and differentiating characteristics amongst industriens Pension’s customer base.
we established operational insights into customer’s different needs and preferences and how Industriens Pension can accommodate these
we improved their strategic effort to engage with customers, as they could identify who they were not in contact with, and in which way to best reach them
we developed and implemented a datadriven approach to building relevant and personal customer interactions
HOW DID WE APPROACH THE PROBLEM
We started with an explorative approach conducting 24 in-depth interviews, to gain an understanding of IP’s customer’s needs, opinions, relations and values in regards to their pension and the fund behind it.
Based on these insights we identified 4 archetypes which we quantified through 1.827 web-based interviews establishing the size and qualifying the characteristics of the 4 segments, describing their demographic characteristics together with their knowledge of pension, their needs in terms of information and their expectations to Industriens Pension etc.
Then we integrated the 4 segments with Industriens Pension’s customer database, identifying which segment a customer would belong to with 80 % certainty.
KEY OUTPUTS FOR INDUSTRIENS PENSION
Industriens Pension gained a better understanding of their customers through the 4 relatable segments. The segments were visualized through video recordings, to engage the organization.
The segments act as a framework for all customer interactions, and the comparison to each customer in the database enable employees to communicate relevant and helpfully.
Out of the identified 4 segments, it was evident that Industriens Pension only was in contact with two segments – the types of customers who initiate contact themselves. Based on this insight Industirens Pension has operationalized a strategic effort to reach out to the passive customers, and through a personalized approach raise their customer satisfaction.