Service is about values rather than KPI’s

When an insurance customer in the future contacts Nordic insurance giant If, they will be met by an employee with only one thing in mind: “To give the best possible customer experience”. This is the short description of the new purpose driven culture, which, through the launch and application of the recruitment tool BRIGHT, is replacing KPI controlled management.

The use of KPIs have through the years become a widespread tool, not only in the insurance business, but in almost all customer focused businesses.  However, the challenge is that traditional bonus thinking combined with a classic focus on KPIs far too often are in the way of the good and positive customer experience of the professional service.

  • Our purpose in being here is to deliver the right insurance at the right price, and our motto is “relax, we will help you”. This signifies that we will help the customers in the best possible way, no matter their situation, and we want our customer service to reflect just that, explains HR partner in If, Betina Maibom.

Effective recruiting

If has removed the bonus for making sales in its customer service, because the insurance company wants the customer to be at the center of attention. On top of this, the company has taken a number of initiatives to ensure that the employees have the best possible prerequisites to meet the high demands of the customers.

  • This applies very much to the recruitment of new employees, says Betina Maibom.

Here If has joined forces with Master in Denmark and implemented the new recruitment tool BRIGHT,  which has been developed with the purpose to ensure overview, efficiency and measurability in situations, where “excellent service” has become more difficult to measure as the need to deliver the best possible experience every time has increased.

More happy customers

  • The challenge is to measure customer focus and the attitude of the employee when he or she meets or speaks with the customers. In that respect BRIGHT gives us a unique opportunity to do a tailor made screening of candidates, says Betina Maibom.

Maibom explains that If now has reduced the time spent on recruitment by 30 per cent – simply by letting BRIGHT screen for and find the most suitable candidates. Additionally, the tool with its focus on service attitude has led to improvements in both the customers’ and the existing employees’ daily experiences. This according to customer manager at If, Jane Husen.

Husen highlights that since If has started using BRIGHT and implementing a number of other different changes, customer satisfaction quickly increased by 8 percentage points, If is experiencing 3 percentage points less illness among the relevant employees, and employee satisfaction as a whole has increased.

Unique adaption

Jane Husen explains that a number of employees have helped in adapting BRIGHT to Ifs needs, and all employees have been given the opportunity to answer the BRIGHT test in order to increase awareness in the organization about the strategy.

  • Luckily it turned out that we had a big overlap between our existing employees and the qualities and factors, we wish to measure, Jane Husen asserts.

She emphasizes that one of the main advantages of using BRIGHT in recruitment is the possibility to adapt the tool.

  • We live in a changeable world, and we are continuously adjusting our recruitment. At the same time we are of couse looking at other things than service attitude and BRIGHT, but it is an excellent supplement, which at the same time has a big positive effect on both our use of resources and, in the end, on how we perform, says Jane Husen.

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