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About Mosaic
Think of Mosaic as a combination of diverse elements that come together to create a bigger picture. Here, individual insights and customer stories found within each post reveal the bigger opportunities associated with our customers’ changing needs. Conceptually, it’s the idea that through smaller things we can achieve some big outcomes!
According to a recent research study, The Core Four are high level experiences that represent what matters most to insurance and financial professionals and members. They represent many journeys and interactions that occur within them. The Core Four are used here so it’s simple to navigate categories of information on the site. Here’s what we learned is happening within each of these experiences:
- In Explore, they’re preparing for what’s ahead
- In Decide they’re discussing options and making a selection
- In Manage, they’re taking care of everyday tasks
- In Use, they’re experiencing a moment that requires special attention
Download a summary of the Core Four, or dive deeper and read the full report.
An experience is the sum of all interactions a customer has with a company, from initial discovery through the purchase and use of that company’s products or services. A customer’s experience takes into account all interactions and every touchpoint. It’s the overall impression our customers have of Nationwide, throughout each aspect of their journey.
This includes, but is not limited to, every visit to our website, every interaction with a service center, every time they see Nationwide in the news, every bill or statement and every time a customer tries to buy or use one of our products. Customer service is just one facet of these interactions.
Nationwide’s Customer Experience Principles are a set of enterprise-wide guidelines that define our customer’s ideal experience while offering guidance on how we can best achieve it. Specifically, our customers told us they value experiences that are Effortless, Personal and Reassuring. These principles keep us focused on consistently delivering the quality experiences we know our customers value.
To learn more about Nationwide’s Experience Principles, download or print this handy PDF guide.
Take any of the four training courses below and receive Future of Work credit:
Nationwide exists to serve our customers. This includes the members we protect, as well as the financial and insurance professionals who work on their behalf. To best support our mission, vision and strategy, we strive to deliver all the experiences our customers desire most. We always want them to feel protected by a trusted partner, whether facing the best or worst moments of their lives.
Great customer experiences can also lead to positive business outcomes. Customer-centric companies enjoy 2.5x more revenue growth compared to companies which don’t focus on their customers, according to Forrester research. On average, they’re also 60% more profitable.
The Nationwide customer base is made up of two distinct groups – current or potential members who are the consumers of our products, and the distribution professionals who sell those products. Professionals are typically intermediaries such as agents, brokers, or financial professionals. While Nationwide wants to continually improve experiences for everyone, prioritizing distribution professionals’ experiences is the most effective way to accomplish this.
Lots of ways, actually – we’re always working to improve our methods for collecting and applying data and insights. This includes interaction data from phone calls, emails, texts, social networks and digital interactions. We speak directly with current and potential financial professionals, insurance professionals and members. We also leverage surveys and third-party sources to gauge how well our customer experiences stack up against industry benchmarks and competitors. All of this valuable learning helps to inform the strategies and day-to-day projects focused on providing extraordinary care.
Every single interaction or impression of Nationwide becomes part of our overall customer experience, so each of us contributes in some way. Whether you work directly with customers or play a role behind the scenes, we should all feel empowered to support experiences that are Effortless, Personal and Reassuring.
| Role/Activity | Examples |
| Finance | When business units are seeking funding for a customer experience solution, we can streamline internal processes, so the ideal experience reaches customers sooner. This ensures an efficient associate experience that ultimately benefits the customer. |
| Operations | When we identify ways to streamline work processes, customers and associates experience an efficient experience that’s easier to navigate. Eliminating unnecessary activities improves the experience for everyone. |
| Legal | When we need to include legal disclaimers within a customer’s experience, we can consider where this language appears, knowing that a conversational approach can make for a much more intuitive experience. |
| HR | When recruiting talent, we can inquire about aspects of a candidate’s prior work experience where they’ve considered the customer’s needs in order to create an effortless experience. This ensures that we attract talent who already understands the value of effortless experience, and can apply this principle in their new role. |
| Strategy | When prioritizing efforts to improve the experience, we can identify solutions that benefit both Nationwide and our customers. Ideally, we fulfill our strategy by prioritizing solutions that deliver Effortless, Personal and Reassuring experiences. |
| Technology | When creating digital experiences, we can design functionality that’s easy to navigate and understand. Streamlining functionality is a powerful way to ensure an effortless experience. |
| Servicing | When interacting with customers, we can keep messages concise and focused without losing important details. We can also anticipate future needs based on specific customer requests. This ensures a smooth experience while reducing the need for repeated calls. |
| Marketing | When marketing to customers, we can communicate using concise, conversational, intuitive language that underscores the ease of doing business with Nationwide. |
| Research | When seeking to understand our customers’ needs, we can incorporate the effortless experience principle throughout our methodology and readout materials. This makes it easier for our associates to connect insights with effortless solutions. |
| Data | When collecting data from our customers, we can make the process more efficient by prepopulating information wherever possible. Customers will appreciate that we anticipate their needs and value their time. |
| Product | When developing new products, we can embrace innovation and support technology designed to deliver an effortless customer experience. We can also simplify product details to make it easier for customers to understand what they’re purchasing. |
A customer journey is the path that a customer takes to accomplish a goal. Journey Mapping is a specific methodology that Nationwide uses to enhance customer experiences and business outcomes. This ties directly to Nationwide’s mission, vision and strategy. Journey Mapping helps us to promote empathy, elevate extraordinary care and optimize improvements. Maps are used by select areas within Nationwide to ground ourselves in the customers’ experience so we can develop strong customer-centric solutions.
To learn more about Journey Mapping, check out our training curriculum, tools and resources here.
Understanding heightened needs and emerging behaviors can help businesses make informed decisions and improve products and services. Beyond Mosaic, we’ve listed a variety of resources below. Check back often for the latest updates.
Elevating the Customer Experience is a quarterly broadcast designed to reinforce our focus on customers through discussions with Nationwide leaders, associates and intermediaries. Topics include trends, best practices, case studies and more. Learn about upcoming episodes and watch replays via this link.
2023 Macro Trends: For a deep-dive of macro-level trends and their potential impact on Nationwide, including insights into critical cross-industry trends and drivers, check out Corporate Strategy’s 2023 Macro Trends.
Looking Ahead: Understanding consumer trends helps us to be more bold and proactive, make future-focused decisions and find new ways to deliver effortless, personal and reassuring experiences for our customers. In 2022, efforts were made to explore the greater changes occurring that that influence our customers. This report highlights what those changes are and how companies, spanning all industries, are responding.
Memorable Moments Trends: Emotion plays a critical role in any consumer experience, and also makes these experiences more memorable. Without emotion, consumers often feel distanced and disconnected from a brand. Emotion, and the evolving definition of value, is explored within this report.
Learn more by reading the Memorable Moments Full Report.
Insights Catalyst: User Experience and Human-Centered Practices (UX & HCP) at Nationwide launched the Insights Catalyst to anchor ideation and action in future-oriented, holistic trends. Their studies reveal insights derived from the macro trends listed above. Learn more through the Insights Catalyst.