We have all heard the old adage from Albert Einstein: "the definition of insanity is doing the same thing over and over again and expecting different results." But have you ever thought about how this applies to driving transformational change within your organization? One perfect example is customer experience transformation, which may involve claims or policy servicing. A desired outcome in these initiatives is to not only gather additional information about customers, but to use this information to provide better service (for example, when they need to make a change to a policy or they have a claim). Sometimes we assume that giving new or enhanced data to call center representatives or agents, for example, will lead to a better customer experience and behavioral change. When we do not see the desired behaviors, we try to implement new technologies to capture even more data. This can create confusion and a negative customer experience.
The key to success is to help people in your organization understand (and agree upon) desired results. Then, you can drive the behaviors needed to realize these results. New technologies and data should be enablers, helping you achieve desired results. Organizations also need to create an environment that supports and sustains these behaviors beyond implementation. Some of the most successful activities to understand and influence new behaviors include:
Behavioral change is not easy and there is no magic recipe for success. What else have you done in your organizations to not only introduce, but effectively influence behavioral change?
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