ASE DEVELOPING AND EXECUTING AN OPTIMAL MEMBER EXPERIENCE THE CHALLENGE In 2005 ASE was experiencing a steep drop in members, which lead to fewer employees and a lack of both internal development and development of its members. This resulted in inferior service, which then again resulted in fewer members – so action had to be taken in order for this vicious spiral to end. The overall challenge was for ASE to understand its members so that focus could be placed on sales and upsales to the “right” members, keeping the right members and winning back the lost (but right) members. ASE in particularly wanted to be able to understand what an “optimal” member experience was and to obtain a proper segmentation of the market. This would enable ASE to target communication better, optimise the “right” processes and carry out more effective marketing efforts. All of this needed to be carried out in the most efficient way. Valcon accompanied ASE in this transformation. THE SOLUTION Work began in 2006 and was carried out over a five-year period. Focus was now on membercentricity and design of the optimal member experience based on both lean and member management principles. Upon completing the segmentation “members’ voice”, data was fed into a customer journey map, thus identifying the critical touchpoints for an optimal member experience. A description of the tasks constituting these touchpoints, the correlation between the touchpoints together with the resources spent per touchpoint per segment would lead to clear acknowledgement of the tasks that especially increased the creation of ambassadors. It was now possible to make structural changes in the organisation. Resources could subsequently be distributed in a more effective way so that the critical touchpoints obtained greater attention and non-critical touchpoints were either reduced or removed. The overall objective was to increase loyalty in order to create more ambassadors, while simultaneously improving efficiency. ABOUT ASE ASE is an unemployment fund that is 100% owned by its members. Unlike most other unemployment funds ASE is independent, which means that it is free of religious, professional and political interests. ASE has more than 145,000 members, whereby 86,000 are self-employed, making it the 5th largest unemployment fund in Denmark, and the biggest for self-employed persons. TESTIMONIAL “Implementing this transformation in ASE was a long, hard push but has had a large, positive impact in fulfilling our vision”. Karsten Mølgaard, CEO, ASE.
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