This is the second in our Aiming for the Hearts of their Customers interview series, with seven Minnesota customer experience leaders sharing their strategy for the coming year. You can see all of the interviews here:
- Setting the Customer Experience Stage – Interview with Dave Kirsch, CEO of Shipper’s Supply
- Serving Diverse Customers – an Interview with Ghita Worcester, Senior Vice-President of Public Affairs and Marketing, UCare
- Creating a great customer experience for agents AND consumers – an interview with Lisa Hoene, VP of Brand and Marketing Services, Allianz Life
- Customer Experience is a Partnership – Interview with Robin Schribman, VP of Customer Insight and Customer Experience, Thomson Reuters
- Driving a Customer Experience Culture Change – Interview with Ingrid Lindberg, Chief Customer Experience Officer, Prime Therapeutics
- Customer Experience Drives 37 Consecutive Quarters of Same-Salon Growth – an Interview with Rhoda Olsen, CEO of Great Clips
The Western National Insurance Group is a 500-person private company that offers property and casualty insurance. Mara is the company’s Chief Experience Officer, a role she began mid-year. Mara came to Customer Experience through an unusual route, having previously served as their Controller. She has hit the ground running, however, working with teams from throughout the company to create a Customer Experience framework, and launching programs to help further improve an experience that already has many strengths.
Defining Customer Experience
“We have three customer segments. First are our independent agencies. We recognize that many key policyholder touch points are controlled by our agents. By optimizing our agents’ experience with us, we are positively impacting the service they provide our ultimate customer. Next is our ultimate policyholder, which can be either an individual or a business. Finally, we have our employees as customers.” The employee was unique. While most customer experience programs recognize the employee as a key stakeholder, it is unusual to include them as actual customers.