Transforming the insurance industry with RGA - from slow decisions to customer focus

‍Dubai, UAE‍

In an industry often characterized by caution and prolonged decision-making, RGA recognized the need for a transformation. They aimed to place customer needs at the forefront of their strategy, ensuring that their solutions were not only innovative but also deeply aligned with genuine customer experiences.

The Challenge

The insurance sector traditionally faces:

• ‍Lack of Established Customer-Centric Practices: Historically, the industry has operated without a strong emphasis on direct customer engagement, leading to solutions that may not fully address evolving needs. ‍
• Absence of a Customer-Focused Mindset: Internal cultures often prioritize operational efficiency over customer experience, resulting in misaligned priorities.‍
• Need for Executive Buy-In: Shifting to a customer-centric approach requires not just grassroots efforts but also unwavering support from top leadership.

RGA sought to address these challenges by embedding a structured approach to problem-solving that would resonate with both their teams and their customers.

The Solution: Problem Framing Workshop

In collaboration with Design Sprint Academy, RGA organized a focused one-day Problem Framing workshop in Dubai. This session brought together executives from leading firms such as Alliance Insurance, ADNIC, and Oman Insurance.  

The workshop emphasized:

• ‍Empathy Mapping: Understanding customers’ experiences, pains, and gains to inform solution development.‍
• Proto-Personas: Creating semi-fictional representations of ideal customers to guide product and service design.‍
• Customer-Centric Problem Statements: Defining challenges from the customer’s perspective to ensure relevance and impact.
  

By focusing on these areas, participants were encouraged to re-evaluate their challenges through the lens of their customers, leading to more aligned and effective solutions.

The Outcome

The workshop led to a significant mindset shift among participants:

• ‍Enhanced Alignment: Teams achieved a unified understanding of the challenges, reducing the need for prolonged discussions and accelerating decision-making.‍
• Customer-Centric Solutions: By prioritizing genuine customer needs, the solutions devised were more likely to resonate in the market and drive engagement.‍
• Operational Efficiency: The structured approach of Problem Framing streamlined processes, replacing months of traditional stakeholder meetings with focused, productive sessions.

The Takeaway

For industries like insurance, where traditional practices often hinder rapid innovation, adopting methodologies like Problem Framing can be transformative. RGA’s proactive approach not only addressed internal challenges but also positioned them to better meet the evolving needs of their customers.

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Interested in how Problem Framing can align your team and enhance customer focus?

Let’s discuss how this approach can be tailored to your organization’s needs.