Southern Cross Health Insurance

Developing the Southern Cross 'Moments that Matter' CX Toolkit.

Background

Even before COVID-19 struck, health insurers worldwide were striving to keep ahead of the rapid changes in the industry. From new technologies and shifts in value-based care, to changing customer expectations (for example, more transparency, convenience, and truly seamless service). Southern Cross Health Society recognises the importance of customer experience (CX) in delivering to these changing dynamics – so we were delighted when they reached out to D&Co to assist.

The challenge

Southern Cross needed a customer experience toolkit that could be used simply and quickly across the organisation, so their teams could focus on what mattered most to their members – from awareness, research, and comparison to quickly checking their plan, using their policy, making changes and everything else in between.

“We’re delighted to be working with Russ and the team at D&Co as we build towards our ‘Moments that Matter’ CX strategy and in defining our future state for the Southern Cross customer experience.

D&Co have demonstrated deep CX capability and it’s a fantastic collaboration as we work through their CX framework. Russ has also shared his own insights and knowledge with our wider team and these have been extremely well received.

We really value the partnership with D&Co, and look forward to it making a real difference in the moments that matter to our members.”

— Jody Bews-Hair, Head of Customer Experience at Southern Cross Health Society

Powering CX at Southern Cross.

Our solution

Using D&Co’s proprietary Experience Innovation System, we developed the Southern Cross 'Moments that Matter' CX toolkit - a comprehensive set of customer insights and a range of practical tools to help teams focus on what truly matters most to customers.

First, we looked inwards to gauge internal perspectives. We then interviewed frontline staff to understand their ‘gain points’ and ‘pain points’ – especially when they were supporting customers. Next, we spoke with 24 customers for an honest understanding of their experience with Southern Cross. These interviews highlighted a wealth of important insights which were then used to frame key ‘needs’ statements which we subsequently put through quantitative research to validate.

This diligent approach became the foundation for the CX toolkit; a useful set of practical tools, including a set of large format boards for big room planning, our Voice of the Business, Team and Member Reports, the Toolkit Guide and supporting Member Benefit Cards.

The great news? It’s already working!

The toolkit is already being used by teams across Southern Cross who are looking to enhance customer experience at each stage of the journey. We’ve even developed the tools to be ‘virtual’ so anyone can access and use them.

In addition to this CX work, we also presented a keynote to executives and key teams across the business sharing key trends from our global trends and futures team.

And we’re now helping Southern Cross Pet Insurance with their CX needs as the pet insurance sector becomes more competitive and customers demand a more frictionless experience.

Deliverables:

Desktop research. Journey mapping. Ethnographic research. Voice of the Business, Voice of the Team, and Voice of the Customer reports. Customer stories. Quantitative research. Synthesis. CX Strategy formation. CX installation design. Virtual CX design. Keynote presentation.

The virtual experience, a CX World first, provides Southern Cross Health Insurance teams around the country with to access the CX Toolkit including all of the key reports and tools.