Читать книгу Service Design - Ben Reason - Страница 15

Many invisible social touchpoints affect the entire service experience. The police, for example, might give insurance advice by saying, “Oh, your cell phone was stolen? Don’t even bother contacting your insurance company.” Customers who contact Gjensidige do in fact receive a new phone, but people tend to trust that the police are knowledgeable about such issues.

The researchers discovered that many different people were giving advice about insurance who should not be. For example, friends and family were frequently believed to be the best source of insurance advice. People trust their father to give them good advice about an insurance policy more than they trust an insurance agent. (By “agent” here, we mean a representative of Gjensidige because there is very little in the way of an insurance brokerage market in Norway.)

The challenge, then, is how to work together with all of these invisible touchpoints. Insurance originally dates back to a time when people in a small community would pool their money to pay for an accident, such as someone’s barn burning down. This stimulated thinking about bringing back this social aspect, because insurance had evolved from a collective effort into these machines that customers don’t trust.