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Customer-centric strategy case study: Allianz

Engaging the organisation from CX vision to roadmap

about allianz

Operating in the Republic and Northern Ireland for many years, Allianz is one of Ireland’s largest multi-line general insurance companies with an annual turnover of over €450m. Allianz Group in Ireland employs over 1,450 people and is trusted by close to a million customers as their business or personal insurer.

1. The challenge

In 2017, the group had prepared a transformational strategy for the Irish business with ambitious growth targets to 2022.

The customer was at the centre of the strategy, but to realise these ambitions Allianz needed to ensure that the brand promises being made would be translated to actual customer experience, consistently.

2.  How W5 helped Allianz develop a
customer-centric strategy

We designed and mobilised a two-step programme to guide decision-making and actions.

A comprehensive discovery phase including one-to-one interviews, a company-wide CX maturity audit and deep dives into existing journeys and experiences allowed us to stress-test Allianz’s ambitions against the market and internal realities and diagnose the important issues.

In the second phase, we employed World Cafe, structured and collaborative workshops to elicit, challenge and capture the organisation's views of the desired future CX strategy. This led to a clearly defined roadmap to meet the brand’s strategic ambitions.

3. Results

Allianz was able to collectively “Stop and Think” about what was needed to drive the CX agenda forward in a way that was meaningful, realistic and practical. The insurer has gone from strength to strength with its customer-centric strategy, progressing a CX roadmap that generates cumulative, measurable and incremental value.

What Allianz said about the project

"W5 extensive experience in CX transformation strategy formulation and implementation was a key factor in the success of our customer centricity workplan. Their process of stakeholder engagement through all stages of the process was very effective and the customer centricity summit a real success in securing the Senior management team ‘buy in’ to the customer centricity agenda. The CX audit is a key deliverable allowing us to track progress over time "

Terri McCarthy
Head of Customer Experience Insights and Analytics, Allianz
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