OPTIMISING RSA’S CUSTOMER CLAIMS EXPERIENCE
RSA wanted to diagnose potential pain points within customers’ claims experience. To do this they needed forensic detail on each stage.
Quadrangle tracked the insurance claims of over 100 customers in step-by-step detail as they were happening, from beginning to end.
Claimants documented their experiences in a variety of forms through an online portal — both self-initiated and in response to prompts — uploading self-made videos, responding to questions and submitting freely written updates.
By recording experiences in real time, we captured in-the-moment insights into the fine details of customers’ cases, across all the various claims journey touch points. Critically, it meant that customers could fully express and communicate the emotional dimensions of the experience along the way — all of which a standard research approach would have underplayed.
The outputs from the study had a powerful impact on thinking around systems, processes and training, and led to numerous clearly defined customer-focused developments. The work won the MRS Best Applications of Research Award — another trophy to put in the chock-a-block cabinet.
We helped RSA with:
- Journey mapping
- Investment prioritisation
What was involved:
- Digital diaries
- Longitudinal qual research
- Customer experience strategy
Specialisms that helped:
- Understanding how digital is changing the way customers engage with brands
- Pushing the research to be more human, creative and diverse in how we engage customers
- Humanising research findings and data