Читать книгу Service Design - Ben Reason - Страница 17

When it comes to reading insurance papers, one of the typical quotes from interviewees was, “I just can’t do it.” This connects back to the issue of trust. On the one hand, customers do not read the details of their insurance policies, which means they blindly trust the insurance company to be right. On the other hand, customers do not trust the insurance company because they do not know the details of their policies.

Insurance companies produce enormously long documents, which is the main reason customers do not read them. Customers were saying, “Can’t we have just one document and could it be on one page?” but what people actually wanted and needed was a “What if?” structure they could study—one to explain that if this happens, the customer will get that from the insurance company.

Customers also had no idea where they kept their insurance papers. They know the papers are important and some people said they had them securely filed away, but when researchers asked to see them, the papers were in a complete mess. Interviewees would say, “Yes, they’re just over here,” but it would turn out to be a policy from two years ago and the latest one was still in a pile of papers somewhere. This means that customers have no clue about what they are insured for or what they are even paying.

Another reason people did not know what was in their documents is that most of the text is written by lawyers in “legalese.” Over the years, more and more text had been added to these documents without much serious thought about what was still needed. To counter this, Gjensidige reduced the size of their insurance policy documents by 50% to 60% just by taking out extraneous words and simplifying the language as much as legally possible. It took a team of four people a year and a half to do this, but they have done a brilliant job. Gjensidige also gained a small side benefit from reduced printing costs, but the big benefit has been in customer experience.