Sustainable repair as a first stepping stone towards a net-zero portfolio
C L I E N T
Nationale-Nederlanden
S E R V I C E
Service & CX Design
P R O J E C T L E N G T H
4 Months
C H A L L E N G E
Helping customers choose the sustainable alternative when dealing with an insurance claim
S O L U T I O N
Together with the Nationale-Nederlanden team, we co-created and market tested a new proposition that paves the path towards a net-zero portfolio. With so many roles and departments involved in the transition to net-zero, creative solutions are about co-creation by default. Following this imperative, we collaborated on the proposition of directly replacing (old) damaged glass with a better isolating alternative. This is also a conversation starter towards implementing more diverse sustainable measures at home.
Situation
Nationale-Nederlanden is a leading Dutch insurance group. For over 175 years the company has been providing people and businesses with the insurance they need, from health to car and liability insurance.
Lately, the company affiliated with the net-zero insurance alliance that commits members to transition insurance and reinsurance underwriting portfolios to net-zero greenhouse gas (GHG) emissions by 2050. Therefore it's time for concrete action.
Challenge
Nationale-Nederlanden has the ambition to work towards a more sustainable product portfolio, but only delivering sustainable repair isn't enough. To make measurable impact, the insurer also wants to nudge customers into more sustainable behaviour.
Glass window repair is chosen as a try-out within this scope. We were asked to redesign the current service model and test the proposition of sustainable glass repair in combination with an appealing offer to implement other sustainability measures at the customer's house with one of their trusted partners.
“I love the fact that Nationale-Nederlanden is investing in more sustainable services!”
– Client Nationale-Nederlanden Home Insurance
G A T H E R I N G T H E A L L I A N C E
Creating a movement
Right from the start, customer know-how was mixed with operational knowhow and data teams. This way we could understand the potential impact of the opportunity, draw up potential interventions in the journey and get to know the context of glass repair.
First kick-off workshop to gather all existing info which could be important while building the new proposition
E X P E R T I N T E R V I E W S
Researching the full glass repair journey
We held both expert and customer interviews to get a better understanding of the context. This allowed us to get all the necessary information on the journey steps, involved actors, expectations and opportunities.
Interviewing glass experts and clients that have had glass damage online. *Pictures are models, not actual clients.
S T A R T I N G I D E A T I O N
Co-creating innovative interventions
We gathered an multidisciplinary group with representatives of marketing, operations and data. Once more, we proved that so much creative thinking is present in the heads of internal teams. We prepared an inspiration deck to make people feel comfortable with out-of-the box thinking. And it worked, the day ended with a winning prototyped proposition.
Collaborating in-office with Customer Journey and Intervention Cards
R E A C H I N G O U T
Bringing exciting partners on board
Sustainability is about doing things together: with existing and new partners. We got a provider for home scans on board, an exciting corporate startup that scans homes for sustainability opportunities and sheds light to the better long term investments for customers, with a custom online tool.
Working in Miro to get dusty matter see daylight
M A R K E T V A L I D A T I O N
Confronting our designs with a customer panel
A panel session is always exciting. What we learned is that customers are very anxious of making the right decisions when investing in sustainable homes. What we delivered, a first stepping stone together with a home scan, was the right combination to combine short term action with long term results.
A W I N N I N G P R O P O S I T I O N
Complex, long term impact starts with a simple first step
The service works by two main components: short term, the insurer goes beyond words by offering a default alternative with better isolation.
G I V E I N S I G H T A N D S O L V E
Empower customers to make smart sustainable investments
For long term, the service includes the home scan that offers customers insight in the smartest decisions, while offering a suppliers ecosystem to actually implement the sustainability measures directly. This way, everybody wins!
“We, as NN, are extremely excited about your method, approach, dedication, and empathy. Your understanding of our organization, mindset, and customers has helped us achieve a successful POC in a complex corporate environment. Thank you for your outstanding contribution and valuable insights!”
— Henk Langstraat, Senior Product Manager at NN
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