A Customer-Centric Workforce

We taught the executives and staff of a global insurance leader how to create a great customer experience.

The Challenge

Our client was a leading global insurer competing in a space that was becoming increasingly commoditized.  In an effort to combat those headwinds, the CEO had decided to make customer experience (CX) excellence a cornerstone of the company’s business strategy.

Actualizing that vision, however, required equipping the organization’s far-flung workforce with the right knowledge, skills and perspective.


The Solution

You can’t script a great customer experience, which is why traditional approaches to customer service training often fail.  You need to equip people with a set of principles they can use in any customer interaction (live, digital or print) — principles that help them look at the world from the customer’s perspective, and shape the experience they deliver accordingly.

For this client, we held a series of customized customer experience workshops for company management and staff, educating them in Watermark’s “12 CX Design Principles” — the time-tested techniques used by legendary companies to turn everyday customers into raving fans. 

The workshops also included a hands-on exercise where company leaders were able to immediately apply what they learned to actual customer experience episodes overseen by their units.

Among the services Watermark provided during this engagement were:

  • Executive Education to expose business leaders to proven techniques for engineering great customer experiences.
  • Educational Workshops where business leaders could collaborate to create a future state customer experience blueprint.
  • Webinars to extend the reach of the educational program to hundreds of the firm’s worldwide employees.
  • Operations Improvement by helping staff identify touchpoint additions and enhancements that would distinguish the customer experience.

The Results

The workshops and webinars served as a great kickstart for the company’s new customer-focused business strategy.  The techniques and terminology introduced in the programs became ingrained in the company’s operations and vernacular.  Benefits realized included:

  • Revenue Growth.  In less than two years, the company’s revenue grew 24% — driven, in part, by the customer-centric approach adopted across the workforce, from sales through service.
  • Shareholder Value.  Investors lauded the company’s customer-centric strategy (and its operational execution), lifting the firm’s shares nearly 30%, far outperforming the industry average. 
  • Voice-of-the-Customer.  To help maintain customer focus, the company launched its first-ever, formal Voice-of-the-Customer program using the Net Promoter methodology.

Ready to orient your workforce around the Customer Experience?  Work With Us to get started.

Need more convincing?  That’s okay, we’ve got plenty more Case Studies.

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