Service Safari
Evaluating service across the UK wide offices of Jelf Insurance Brokers through ethnographic research, interviews and workshops in order to design a standardised model for their digital services
Jelf, a leading insurance and employee benefits provider to UK SME’s, wanted to transform their customer servicing. With over 50 offices nationally, they knew that for this initiative to be successful they needed insight and adoption from their teams across the UK.
As a business that still largely operating through personal relationships, there was a clear opportunity for digital to support and strengthen their service offering, so we set to the road to co-create this vision with Jelf employees and clients.
8 weeks of research
With a business of this scale and a service offering this varied, it was crucial to work with the Jelf team to identify the edge cases throughout the business. Together we planned an 8 week tour of Jelf offices, with interviews, ethnographic research and a workshop in each region.
Before setting off we spent a week with the Jelf leadership team to define personas and hypothesis to test on the road and a comms strategy to engage the entire business throughout the project.
Client engagement
As well as engaging the far reaching Jelf teams, at the heart of our research was the insight from client engagement. We interviewed Jelf clients in each region and involved them in the co-creation workshops with Jelf employees.
This type of collaboration between Jelf and their clients had never been done before and as the sessions unfolded it was immediately obvious how valuable the shared experience was for both parties.
Together we reflected on existing pain points, then in groups we co-created a vision for the future of the Jelf service.
Analysis and synthesis
Analysis and synthesis of findings was ongoing throughout the sprints, each week that passed building a better picture of the Jelf service vision.
The first key deliverable was 12 key Jelf client persona archetypes validated across the business, which now form a key part of staff on-boarding.
We then synthesised findings into 3 service blueprints for each part of the business, highlighting the key pain points across operations, systems and service and defining key digital opportunities for change.
These blueprints would form the backbone of the service vision.
A roadmap for transformation
Our final deliverable was to encompass the service safari findings into an actionable roadmap for Jelf’s digital transformation.
This was built from workshop ideation, system analysis and a collaborative prioritisation mapping, forming a phased approach toward their service vision.
As a business, we knew that our digital presence was well below that of our competitors. However, to truly transform, we couldn’t just catch up - we wanted to get ahead of the competition. When we first engaged Pancentric, they quickly understood this as well as helping us to understand how to focus on customer experience design in order to achieve outstanding digital execution. They helped us to build a roadmap for achieving our vision, while also fixing the most important issues as soon as possible.
Paul Williams, Marketing Director, Jelf