• BDO Digital assists CM in finding new services encompassing arrangement of formalities after decease of family member
Case study:

BDO Digital assists CM in finding new services encompassing arrangement of formalities after decease of family member

14 August 2019

“The new service must be tailored to the customer and has to fit within the organisational conditions of the CM departments as well.”

CM is the largest health insurance fund in Belgium, whose service is based on values like solidarity, respect and caring for others, especially the most vulnerable. The health fund is also a social movement that provides a package of extensive and contemporary social services and benefits.

Challenge

BDO Digital was asked to assist CM in finding new services to encompass the arrangement of formalities after the decease of a family member. The new service should not only be tailored to the customer’s needs, but has to fit within the organisational conditions of the CM departments as well.

Approach

We organised two workshops to capture the current customer journey. During this exercise, CM employees were asked to move away from internal procedures and to empathise with the family by using the method of journey mapping as a central tool in Service Design. This helps employees to deepen their understanding of the grieving family’s emotions.

In a follow-up workshop, 6 different service concepts were derived from the customer journey map. By looking at the different “moments of truth” in the journey map, the current service could be improved to provide customers with better experiences. Consequently, we validated the organisational implications of these six service concepts in order to be sure they did not create any work overload or extra complexities. To do this, the current resources, activities and partners were taken into account and organisational challenges were combined and presented.

A second creative workshop was organised to further study the service concepts in detail by outlining the new processes on storyboards. In this way, the renewed service was made clear for everyone (including the management team) and the crucial touchpoints were mapped. After the approval of the management team, the interventions were brought together in one Service Blueprint, which included the actions of the customer, the touchpoints, the duties of the advisor, the back-office tasks, the systems and the partners. This Service Blueprint brought the new service concepts to life.

Results

This project resulted in three main changes:

  • A package of new and improved services to arrange formalities at CM in case of the decease of a family member, designed by taking into account the emotional state of the family.
  • Co-creative methods to ensure that the new services fit into the existing processes and partnerships, which makes implementation possible.
  • An increase in customer centricity of CM employees who participated in the workshops.