To put the customer first you need to understand the customer experience from the customer’s perspective. The best way to do this is to ask the customer. Product management information and complaints are of great assistance but there is a wealth of information beyond this. It is also incredibly valuable to obtain positive feedback as well as negative. This can shine a light on the things that work well so that they can be replicated and boost motivation when shared with staff.
In December 2021, Lloyd’s issued a report entitled “Harnessing the power of customer feedback” that explores the ways that the Lloyd’s market can better utilise direct customer feedback from individual, microenterprise and SME policyholders.