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When researchers visited Gjensidige’s offices to interview staff, they saw a lot of sticky notes on salespeople’s desks and on their computers (Figure 1.1). Many people had created their own routines for more efficiently dealing with customers. The insight here was that some of the processes developed “on the shop floor” could be adopted and integrated into Gjensidige’s systems as standard approaches.

FIGURE 1.1 Sales staff build their own routines to make their process more efficient.

Redesigned processes deeply founded on insight from customers and staff were initially implemented as paper-based routines to avoid waiting for enterprise software to be developed (Figure 1.2). Later, these new routines were built into Gjensidige’s new customer relations management (CRM) system (Figure 1.3).

FIGURE 1.2 Paper-based routines were a quick fix for sales staff.

FIGURE 1.3 The new routines were added to the CRM system. A field for customer-specific notes (on the left) functions like a sticky note.