THE CHALLENGE
Coal Miners Insurance (CMI), the insurance arm of Coal Services, recognised the need to improve both operational efficiency and customer experience (CX) in a rapidly evolving market. While delivering quality service remained a priority, internal processes and systems were not fully aligned with customer needs, resulting in pain points across the customer journey. To address these challenges, CMI sought to develop comprehensive service blueprints that would uncover key improvement opportunities and provide a clear roadmap to enhance CX and streamline operations.
THE APPROACH
Co-creating robust service blueprints to visualise the customer journey and operational processes
The Strategy Group partnered with CMI to design and implement a structured approach to service blueprinting that engaged stakeholders at every stage. The process ensured buy-in and alignment across the organisation while delivering actionable outcomes.
- Data Review: Analysed CX, EX, and Voice of the Customer data to uncover key touchpoints, needs, and pains.
- Workshops: Facilitated workshops with stakeholders to validate journey steps, identify pain points, and brainstorm improvement opportunities.
- Three Blueprints:
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- Comprehensive: Detailed internal processes and their impact on the customer journey.
- Educational: Mapped the end-to-end customer journey and required actions.
- Strategic: Highlighted key customer needs, pains, and improvement opportunities.
- Prioritisation Framework: Developed criteria to guide leaders in implementing initiatives for continuous improvement.
OUTCOMES
Driving operational efficiency and CX improvement through actionable insights and buy-in
The project delivered significant outcomes for Coal Miners Insurance:
- Three Service Blueprints: Visualised the customer experience and operational processes at three distinct levels—comprehensive, educational, and strategic.
- Stakeholder Engagement: Brought key CMI stakeholders along the co-creation journey, fostering ownership of the process and outcomes.
- Prioritisation Framework: Delivered a clear framework to enable leaders to make informed, data-driven decisions for continuous improvement.
