30 under 30 finalist: Suzy Nixon, Bupa



Seth Adler
09/28/2018

EPISODE OVERVIEW:

In this week’s podcast we hear from Suzy Nixon who stars in CX Network’s 30-under-30 panel.  She talks to host Seth Adler about her learnings as Sr Customer Strategist at Bupa where she utilized human-centered design methodology to enhance services and products for customers.

She discusses how she built a customer-first culture in Bupa by unraveling the innate bias that was driving employees to misinterpret what customers actually wanted.

 

"We developed an escape room, we developed virtual reality, we created some day in the life activities where people were actually in wheel chairs and navigating around an office.

"The idea is to demonstrate to employees these are things that actual customers go through. These are the hoops we make them jump through."


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Key Highlights


Customer-first culture

“The idea is really to help people realize that they bring a lot of their own assumptions and bias to any customer experience and their understanding of that. By utilizing things like human-centered design, new research and new insights [we could help employees] to think differently about how they can solve the problems. As a result they will come up with some new ideas that are better for the customers.”

See also: Why customer experience management matters

Human-centered design

“One of the things we've done recently is develop a customer expo. The concept is to give a space in the Bupa office for Bupa employees to actually come an experience some of the things that our customers are going through.

“We did some initial research within our employee base to show them the benefit in actually going out to say a retail store or a clinic to actually experience for themselves what customers were going through, but they often didn't have the time to do that. They didn't prioritize it when they were busy with other things.

“The idea was to bring this space to life for them that they could actually just visit in the office during their day job. They could come along for ten minutes, half and hour, and hour and experience really fun ways of actually understanding more about what our customers go through.

“We developed an escape room, we developed virtual reality, we created some day in the life activities where people were actually in wheel chairs and navigating around an office.

"The idea is to demonstrate that these are things that actual customers go through. These are the hoops we make them jump through."

See Also: The global state of customer experience 2018