Subscribe
The benefits of not knowin’ nuthin
Author: Bill Cusick
August 11, 2005
Sometimes, I’m a real idiot.
Funny thing is, it’s a state that I seek out. When we’re on a client engagement trying to help improve customer retention issues, there’s an abundance of industry and subject matter expertise that we bring to the party. With an insurance company, for instance, we understand state regulations, compliance issues, technical concerns, even the interdepartmental big-company political issues. And we can help analyze data, communications and processes with a knowing eye.
But often, the best way to create an "ah ha!" moment of discovery is to act like an idiot. Well, maybe not an idiot exactly, but at least a bit of an ignoramous. Because, if you’re an expert in insurance, you know what a "third party" is to a claim process, and you know who the "insured" is. But a guy on the street doesn’t think of himself as an insured; he’s a customer. And he doesn’t care if the state "promulgates" requirements, or understand that "subrogation" might be a good thing, or a bad thing.
When we approach the experience a company creates for customers (intentional or not) through all of its written communications, and phone interactions and website processes, we try to do it with an innocent eye. After all, it’s only through the understanding of individual human beings (i.e. customers) that any of that stuff matters.
No Comments »
No comments yet.
RSS feed for comments on this post.
