Crossroad assisted CM in finding new services encompassing the arrangement of the formalities after the decease of a family member.


“The new service should not only be tailored to the customer, but has to fit within the organizational conditions of the CM departments as well.”

Challenge

CM is the largest health insurance fund in Belgium. Its service is based on values like solidarity, respect and caring for others, especially the most vulnerable. CM is also a social movement that provides a package of extensive and contemporary social services and benefits.

Crossroad assisted CM in finding new services encompassing the arrangement of formalities after the decease of a family member. The new service should not only be tailored to the customer, but has to fit within the organizational conditions of the CM departments as well.

Approach

In two workshops the current customer journey was captured. During this exercise, CM employees were asked to move away from internal procedures and empathize with the family. We used the method of journey mapping, as a central tool in Service Design, to help employees get a deeper understanding of the emotions of the family in grief.

In a creative follow-up workshop 6 different service concepts were derived from the customer journey map. By looking at the different “moments of truth” in the journey map, the current service could be improved from a less than good experience to a good experience.

The organizational implications of these six service concepts were validated in order to be sure they did not create any work overload or extra complexities. To do this, the current resources, activities and partners were taken into account and organizational challenges were bundled and presented.

In a next creation workshop the service concepts were further detailed by outlining the new processes on storyboards. This way the renewed service was clarified and the crucial touchpoints were mapped.

To ensure the buy-in of the management team, the newly detailed services were presented on large visual boards. This Picture1resulted in a captivating presentation.

After the approval by the management team the interventions were bundled in one Service Blueprint in which the actions of the customer, the touchpoints, the duties of the advisor, the backoffice tasks, the systems and the partners were all brought together. This Service Blueprint brought the new service concepts to reality.

Results

  • A package of new and improved services to arrange formalities at CM in case of the decease of a family member, designed by taking into account the emotional state the family is in.
  • Co-creative methods ensures the new services fit into the existing processes and partnerships, which makes execution possible.
  • As an intentional side effect, the design exercise increased the customer centricity of everybody who participated.