The CX guidelines bring our iA CX vision to life. They are designed to guide direct contact with clients (behavioural guidelines) as well as behind-the-scenes work (design guidelines). They facilitate application of the CX pyramid attributes (client peace of mind, empathic, proactive, etc.).
The ten CX guidelines
See the definition and an example of an action applicable to daily practices for each of the CX guidelines.
Behavioural guidelines (direct link with clients/advisors)
From the first contact, I take ownership of the client’s requests, issues or concerns
- Understand the request well enough to direct the client to the right department the first time
- Ensure the client feels heard and taken care of when communicating with iA (avoid making the client repeat)
Action example
When an advisor contacted us about making a withdrawal from an insurance policy, I talked with him about the consequences for his client. I provided detailed information about the other options available so that he had all the relevant information he needed to make the best decision.
I truly care about my clients to capture their current and future needs
- Help clients verbalize their needs through active listening, empathy and the desire to help (ask questions to understand needs beyond those expressed)
- Act with clients the way I like people to act with me when I’m a client
- Explain products in simple terms (make them understandable)
- Show clients the possibilities available to them for both now and the future
Action example
A client called me to get some information about a particular clause in his contract. After taking the time to understand exactly what he needed to know and explaining the clause in question, I took the opportunity to review with him several other clauses related to his question.
I focus on needs regardless of the specific product or line of business
- Propose the best solution for the need instead of the product that best suits my line of business (look for the client’s best interests)
- Understand what the client wants to achieve, what’s most important for the client
Action example
When I had to transfer a client’s call to another department, I made sure to bridge communication with the agent by taking the time to explain the client’s needs before I connected them.
I use my judgment to put the client relationship at the forefront while considering procedures
- Show consideration for clients so they feel important (not just a number)
- Be sensitive to clients’ specific situations
Action example
On a call with an advisor who wanted documentation on a certain product for his client, I gave a clear explanation about how he could find the information online. I then sent him the steps to follow to sign up for My Client Space. This way, his clients can find information independently in the future and also have access to their up-to-date documents at any time.
When I have to say "no", I provide alternatives
- Understand client reactions, demonstrate openness while explaining reasons
- Propose concrete alternative solutions (think outside the box…)
Action example
When I had to say no to making a modification to a policy for confidentiality reasons, I explained to the person on the phone that only the policyholder is authorized to make that request. I gave the person our business hours and all the information the policyholder would need so that they could make the call as quickly as possible.
Design guidelines (behind the scenes)
I design according to the complete client journey
- Create integrated solutions for a cohesive and fluid client journey
- Take into account the client’s situation before and afterward, even when working on a specific part of the journey
Action example
When I design digital solutions, I retrieve all the client’s known data so that entry is faster and the client only has to fill in the requested information once.
I build tailor-made solutions according to the client segment
- Take into account client differences instead of designing one-size-fits-all solutions
Action example
I help to design a VIP service that provides a privileged and more personalized service to advisors who achieve an outstanding business volume.
The client experience guides my design more than our internal processes
- See things from the client’s perspective to design a welcoming, considerate experience
- Make the internal complexities of our client interactions invisible to the client
Action example
When I write communications directed to clients, I use simplified language adapted to their level of knowledge, instead of using internal jargon.
I build intuitive solutions
- Design simple, streamlined solutions that can be instinctively understood
Action example
When I create mock-ups for a website, I perform user testing with clients who visit and use the website’s functionalities.
I design an experience that engages the client emotionally
- Promote client interaction and interest
- Go beyond the simple transaction to give clients a positive emotional experience
Action example
At the end of an online transaction, I make sure that the client receives a confirmation message that thanks them and tells them what to expect in terms of next steps.