A more customer-driven organization

Work methods that unite customer value and business benefit

Länsförsäkringar turned to Antrop to develop the company’s abilities and processes for a more customer-focused work approach. They wanted to prioritize initiatives that unite customer value and business benefit. 

Knowledge of customers is key for delivering services that leave customers satisfied and loyal to the company. In a customer-owned company like Länsförsäkringar, this is a matter of course. Länsförsäkringar chose to partner with Antrop to make their existing insights reusable and to give the organization a more uniform work approach.

A thorough map of the customer experience

Antrop held several inventory workshops with Länsförsäkringar to determine what they already knew about their customers and identify any knowledge gaps. Then we conducted a thorough study comprising 40 in-depth interviews and user tests all over the country. The goal was to map the general experience of being a Länsförsäkringar customer. Based on these insights, customer journeys and target groups were developed to create consensus and facilitate prioritization.

The work resulted in six target groups with clear behavioral differences regarding price sensitivity, independence, activity level with their personal finances, need for a personalized meeting, and motivation and initiative. Antrop also figured out how Länsförsäkringar should work to enhance loyalty among their customers.

Working with Antrop has been interesting and rewarding in several ways. In particular, we’ve benefited from insights about what it takes to truly be a customer-driven organization. That’s something we didn’t formulate in the assignment, but which was identified as an important factor for success during the course of the journey.

Sofia Grosche, Head of Insight and innovation at Länsförsäkringar

Customer-driven work in practice

To create consensus at Länsförsäkringar about how to use their customer insights, several joint workshops were held. The participants learned to start from customers’ needs to an even greater extent, and about what is required from all parts of the organization. Antrop developed processes for how Länsförsäkringar should prioritize their initiatives to unite customer benefit with business objectives. A strategy was developed to make Länsförsäkringar a more customer-driven company for the long term. 

Antrop also held numerous seminars with decision-makers and other employees to facilitate change on a larger scale and to help Länsförsäkringar become a more customer-driven organization.