Sitting down with the C-suite

The Need

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.

Our Approach

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.

The Outcome

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.

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