Explaining customer centricity and consumer experiences in the legal landscape

• Legal Insurer with Boundless Expertise Optimizes Advanced Analytics for Consumer Website
• Legal Guard as Customer Experience Leaders Improve Customer Journey
• McKinsey’s CHOICES Framework used to Enrich Customer Experiences

The law is central to our very existence on this earth. Legal Guard, Botswana’s leading legal expense insurance company with over 12 years’ experience operating in Botswana, specializes in a myriad of legal matters such as labor, family, civil, criminal matters, contracts, wills, roadside assistance, accidental death cover and medical cover.

Throughout these years, Legal Guard has mastered the art of customer centricity or better- put, “putting the customer first”. In order to achieve this, they have placed much effort into enriching their customer experience journey. Equipped with advanced analytics, customer- experience experts, and current insights, they are well under-route to building customer loyalty, improving employee satisfaction, achieving revenue gains and reducing expenditures. When customers are content, the business will reap.

Increasingly, customers’ expectations from all industries (legal not exclusive) are growing. There is a snowballing demand for immediacy, tailor-made products and services, and convenience that is equivalent to that which is received from larger enterprises such as Sales Force and Amazon. In order to quench this demand, Legal Guard recently launched their multi-functional website.

The website is saturated with rich information on Legal products and services ranging from their Kgwebo Guard, Moemedi Guard, Accident Guard, Prestige, Tshireletso Premier and much more. Furthermore, the website has included a Claims, Cash Back and Complaints option which allows consumers to know the documents required to make a claim and qualify their cash back,also, the complaints functionality educates customers on which processes to follow when making their grievances known. Legal Guard also utilizes analytical frameworks and information from operations and finance department to assist in identifying the elements

that drive what consumers satisfaction and customer behavior. The outcome of the findings is what creates true economic value.

The legal insurer realizes how distinctive customer experience is reliant on core principles and a resounding purpose to serve clients’ true and basic necessities. This purpose is expressed to every employee to inspire a common vision and aspiration that is unique and aligned with the company’s customer-value proposition. As customer experience leaders, they are set on improving the most important aspect of the customer journey —their digital profile. All in the effort to eradicate customer pain points during interactions, and to kickstart the culture of incessant innovation required to make more vital organizational transformations.

The combination of behavioral psychology and leading researchers has caused Legal Guard to easily use psychology to design fulfilling customers experiences. Initiatives such as McKinsey’s CHOICES framework (Context, Habits, Other People, Incentives, Congruence, Emotions and Salience) are crucial in developing relevant interventions. This particular theory identifies a driver of behavior and implements the appropriate measures.

The decision to focus on customer experience runs deep, its requisites are empowered and motivated frontline employees to run with the vision, these employees must personify the brand promise which in Legal Guard’s case is bringing justice to the people (meeting them at their point of need). In forming a lasting customer-centric strategy, a governance structure to measure the strategy and identify areas that need to be addressed is important.

The preferred customer-experience measurement system places customer journeys above all else and links them to other critical components, for example, business outcomes. Furthermore, these measurement systems include appraising customer experience, customer journeys, using performance indicators and stakeholder feedback to recognize enhancement opportunities.