Customer-Grounded, Decision-Made: Scaling Journey Management at Zurich Insurance, with Martina Francella
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Customer-Grounded, Decision-Made: Scaling Journey Management at Zurich Insurance, with Martina Francella
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Martina Francella joined Zurich Insurance as an intern four and a half years ago. Today she is a senior service designer at the group's corporate center in Zurich, and one of the people behind a journey management program now running in 17 countries with more than 120 active users across APAC, LATAM and EMEA.
In this episode of This is Journey Management, Marc Stickdorn asks her how it happened. The honest answer is that most of the early assumptions were wrong. The first six months were spent working out what journey management even was. Picking a taxonomy, a platform, and a shared vocabulary took a year. The three pilot countries turned into four when one joined on its own.
The turning point was a meeting with a C-level underwriter. Martina put a KPI-rich map in front of him and got back: "This is lots of useful information, but so what?" She went back with three lanes, stages, customer actions, and the documents sent to the customer, and for the first time the business could see every document going out from every ops team. They made a decision. Two weeks later, they asked to see the map again, this time with pain points and service levels. Demand for the artifact grew with the decisions it enabled.
Martina also covers how budget was unlocked in the UK through Consumer Duty compliance, why she breaks the service blueprint rules when the audience needs her to, how Zurich co-created its journey atlas with the countries, and the uncomfortable lesson of hiring senior service designers into roles that turned out to be ops work.
Her three tips for getting started:
- find the receptive team with decision-making power
- start small in both information and scope
- put the map in front of people right away rather than polishing a draft.
Links
- Martina’s family olive oil business: https://casaleselvapiana.com/
- Smaply: https://www.smaply.com/
- FCA Consumer Duty: https://www.smaply.com/blog/fca-consumer-duty-journey-map
- This is Service Design Doing: https://www.thisisservicedesigndoing.com/
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Links
- Marc's Journey Management training: https://www.thisisjourneymanagement.com/
- Marc's Journey Management software: https://www.smaply.com
- Marc on LinkedIn: linkedin.com/in/stickdorn
- Marc's and Gerry's short self-paced free intro course to Journey Management: https://www.thisishcd.com/courses/introduction-to-journey-management
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Credits
Produced by This is Podcasting