Embedding a culture of customer-first thinking can be challenging at senior levels in any organisation, given that they are often far removed from day-to-day customer interactions. However, the Executive Team at Direct Line Group buck this trend. Their annual objectives include regular face-to-face meetings with consumers and customers.
We created a sequential qualitative approach, which started with a Pop-up Community with Direct Line Group Customers. We then used the insights and content from this to create a fully interactive exhibition at our offices for the Executive Team. This included the opportunity for Direct Line stakeholders to explore the material at their own pace; a session with the moderators of the Pop-up Community to create their own discussion guides around areas they’d like to probe further on, and finally a series of focus groups with the Direct Line customers from the focus groups led by the Executive Team.
Our session provided the cornerstone in DLG’s wider push to create a truly customer-centric organisation, with stakeholders from the CEO to the CFO, to the General Counsel feeding back to their teams on the project’s success.