Beyond customer satisfaction. Supporting organisational change through Service Design. A case study in the insurance industry

Abstract

Insurance companies are in the midst of massive disruptive change occurring as a result of new consumption models and technologies. Companies unable to keep up with the rapid pace of change run the risk of disappearing. Service Design has become an essential practice for firms competing in experiencecentred sectors. However, Service Design is not only limited to improving customer experience: it has also been proposed as an enabler for strategic and organisational change. This paper presents a case study in which Service Design was applied to foster transformative strategy and processes in an insurance company. The experiment has shown that Service Design can help companies to identify new business opportunities, as well as assisting organisational transformations. The findings in this paper show that by adopting Design-led approaches, firms can achieve faster and more flexible New Service Development processes able to significantly reduce time to market.

Mapping the customer centric weather index insurance service design using quality function deployment

“…Apart from increasing the customer satisfaction, an efficient insurance service design would improve the customer experience of actuarial service and help insurance companies to recognize new business prospects (Iriarte et al, 2017). The customer oriented service design would perfectly meet the customer expectations through service innovations that influence the customer behavioral intention in the insurance sector (Chang and Lee, 2020).…”

Satisfacción laboral en establecimientos gastronómicos de Bucaramanga, Santander

“…( García-Bernal et al, 2005) Relaciones, Naturaleza, Condiciones, Honorarios. (Iriarte et al, 2017) Salario, entorno físico y características del puesto de trabajo (Herzberg, 1976) • Factores higiénicos: Salario, clima laboral, política organizacional, ambiente físico y seguridad en el trabajo.…”

Service design visualization tools for supporting servitization in a machine tool manufacturer

“…Service design is frequently described as a high research priority (Ostrom et al, 2015). For example, researchers have investigated experience-centered service sectors such as retailing, traveling, restoration, healthcare and well-being, banking, and insurance (e.g., Andreassen et al, 2016;Iriarte, Alberdi, Urrutia, & Justel, 2017;Yu & Sangiorgi, 2017;Zomerdijk & Voss, 2010). However, research on the servitization process is surprisingly limited (Bhamra et al, 2014).…”