Focus on your customers and their needs Key hurdles for being customer centric Clear leadership needed to drive change Establish KPI’s that look at customer satisfaction and loyalty Open innovation to take customers and employees on board Communication is key

2. Customer centric
innovation to build
long-term relationships
Savage Marketing 2019
Monika Schulze
Global Head of Customer & Digital Experience at Zurich,
Advisor to Atheer AiR™ and Member of the Board
at CoverWallet and Schloss Wachenheim

3. Key topics
• Technology is driving a lot of change
• Focus on your customers and their needs
• Clear leadership needed to drive change
• Communication is key
• Innovate together with your customers

4. The Evolution of Technology during the last 20 years

5. Technology during the next 20 years?

6. Technology
will not solve all your problems

7. It’s tempting to think technology is core to enabling
a digital transformation.
The key is cultural change
and changing mindsets.

9. Transactional (T) NPS
On-going surveys
Relationship (R) NPS
Annual/Bi-annual survey
Employee (E) NPS
Bi-annual surveys
NPS
Zurich decided to use the NPS program as a
change catalyst towards customer centricity

10. A global framework introduced in 2017
10
11
BUs
EMEA TP
2017 2018 2019
7
BUs
Americas TP
2017 2018 2019
6
BUs
APAC TP
2017 2018 2019
24
BUs
Total TP
2017 2018 2019
+50%
Measuring the customer
experience end-to-end:
50% more touch-points in
2018 and expanding

11. Mobilize the whole company

12. Analyzing and redesigning customer journeys
end-to-end -> innovate to improve the CX
12
• Companies traditionally looked to improve
customer experience results by focusing on
particular touch points
• Now, the focus is on the entire end-to-end
experience that customers have with
companies depicted through customer
journeys
• «AS-IS» and «TO-BE» customer journeys
are analysed and designed
• Involve your employees to identify existing
gaps
• Define main pain points and initiatives to
offer a great CX

13. From data to action
planning = success
Twitter @MonikaESchulze
Linkedin.com/in/monikaschulze
“I love all the insights – but can you just tell me what
actions to take?”

14. Focus on journeys and “getting into action“ is
creating positive results
-> “innovate” to fix the basics
EXAMPLES OF ACTIONS TAKEN AND IMPACT ON TNPS3
Reduced call waiting times +6ppts
Care center training and website
improvements +8ppts
Revamped and digitalized car repair
approval process +11ppts
Increased claims communication
and streamlined repair model +10ppts

15. Establish correlation to business results
Source: Genesys

16. Research shows:
 you only tend to remember about 5 % of
facts after just 10 min.
 in the same circumstances people
remember 65 % of stories
WHY
Good Stories make us feel things.
Those emotions resonate in a way that facts
can´t match.
16
Emotions and stories create a customer connection

17. Communicate success:
Zurich rated one of the best brands
for customer service in the UK
From 188th to 12 place!

18. To emotionally connect, we introduced customer
stories for internal & external communications
18
Music lovers
Average engagement rate of #CustomerHero initiative is double the industry benchmark without paid media
Source: Facebook, Twitter and LinkedIn analytics plus Oracle Infinity for ZNET and Zurich.com
Chatbot Lady

19. The use of technology to better tell our stories
19

20. Shift the mindset
to: customers
know best and
we adapt to their
needs
Willingness to
listen to
customers and
act upon their
feedback
Listening to
customers at
scale
Accommodating
the wide amount
of views in a fair
and transparent
manner
Customer
driven
innovation
Twitter @MonikaESchulze
Linkedin.com/in/monikaschulze
The challenges

21. Open innovation platform:
use your customer’s best ideas
21

22. Starbucks example
Enables to better respond to customer needs and
increase success
Allows timely and simple interaction with customers, through idea
competitions, feedback campaigns or innovation challenges
Twitter @MonikaESchulze
Linkedin.com/in/monikaschulze
Crowdsourcing
platform allows
consumers to
submit ideas linked
to the brand
“My Starbucks Idea”
launched in 2008
https://ideas.starbucks.com/
What's your Starbucks idea?
Revolutionary or simple - we want to hear it.

23. Lego example
Allows users to
become Lego
designers, by
submitting ideas
that potentially
can become
commercial sets
Lego
launched in 2008
This translates into
a constant flow of
new ideas and a
great way to
understand and
identify market
trends
https://ideas.lego.com/#all

24. • Open innovation platforms, become testing sites for new ideas and initiatives
• Starbucks example would have required an expensive process of market research
and testing groups. Currently the process is streamlined in a single platform
• Customer interaction is a must to improve customer engagement and understand
their needs
• Enables to learn from people with different skills and/or backgrounds and create
versatile conversations about topics that really matter
The advantages
Twitter @MonikaESchulze
Linkedin.com/in/monikaschulze

25. 27,3
Technology Driven
Customer Driven
10%
33%
% Successful Initiatives
Source: Strategyn Inc.
Twitter @MonikaESchulze
Linkedin.com/in/monikaschulze
Customer Driven
initiatives
lead to success

27. Motivate your employees the right way
81 percent of employees said that they’re motivated to
work harder when their boss shows appreciation for their
work.

28. SCOPE & TARGET:
From Employee to Customer
• Zurich Employees in Spain – 2k
• Strategic & Potential Intermediaries – 0,5k
• Customers - from 100k to 1M
ENGAGEMENT STRATEGY
• Users content: “Let people tell stories”
• Challenges – Provide and implement Ideas
• Rewards
CONTENT CALENDAR PILLARS
• Employee optimism
• Employee Cultural Transformation and ENPS
• Agents engagement & Business Transformation
• Customers TNPS
CALENDAR roll out
FEB 17 MAR 17 MAY 17 MAR 18 JAN 19
Friends
& Family
Employees
network
start.
Level I
Employees
network start
Level II
Agents &
Brokers
start
Service
suppliers
Customers
Vision Statement:
To drive cultural change by building a new way of interaction
and relationship and become a customer focused company

29. • 90 % of all employees registered in one month
- 53 % active users
- 20 % active ideators
- + 600 new ideas
• ENPS + 34 Points

30. Twitter @MonikaESchulze
Linkedin.com/in/monikaschulze
Zurich Dress Code as one example

31. Cultural Change
ENPS
2017
Sales channel
transformation
2018
Customer
Revolution
NPS-TNPS
2019
How would you customized our services to feet your needs?
Twitter @MonikaESchulze
Linkedin.com/in/monikaschulze
Today: 3 communities connected to the platform

32. 32
So:…
Technology needed to support a superior
Customer Experience

33. • Think and see the world from your
customer´s point of view
• Change management, cultural change,
and changing mindsets are key
• Take your employees and customers
on board and use their positive energy
Top 3 take-aways
33

34. Twitter @MonikaESchulze
Linkedin.com/in/monikaschulze
Ways to stay
connected
My Marketing Philosophy:
Capture your customers‘ heart with data and
analytics and build long-term relationships around
emotional values.