In this podcast, Ray Poynter (Chief Research Officer at Potentiate) interviews Sarah Dixey - Partner Research and Development at IAG, about the future of insights, as part of our Powering Human Experience series of interviews being hosted by Potentiate.
Listen to the interview by clicking the link below.
IAG is the largest general insurance company in Australia and New Zealand and its largest brand, NRMA Insurance, has a heritage that dates back to 1920.
The Imagined Better community, which Sarah looks after, provides an important role in bringing the voice of the customer to the business. Sarah and the community deliver value to IAG by working with a range of stakeholders, including marketing, distribution, corporate affairs and the design team.
The community was re-launched in March 2020 just as COVID-19 was breaking. Whilst there were challenges, Sarah says “We realised that the community was the perfect platform for really understanding customer sentiment at this very challenging time.”
IAG customers have not only dealt with COVID, but also with storms, fires & floods. Working with the community, has helped Sarah get closer to the lived experience of customers around the country, including those in remote locations, for example farmers going through drought.
One of the major issues for customers is under insurance particularly for home insurance where customers underestimate the cost of re-building their home, for example, forgetting about the demolition and clearance costs. This has led to the testing of a number of initiatives which encourage existing and new customers to engage with online tools which help to raise awareness and help guide them through the quote process.
The design team regularly recruits customers from the community for UX testing because they are so engaged.
In November last year IAG launched HELP! The Game which is a board game aimed at helping customers to think about risk and protecting their assets in a fun and engaging way. As a thank you to community members IAG offered free copies of the game to interested members.
In terms of what’s next, Sarah is looking to grow the community utilising a range of recruitment channels and in terms of approaches and tools, Sarah is keen to expand her use of online qualitative tools and agile qual as well as plug in tools to assist in UX design
About Sarah Dixey, Partner Research and Development at IAG
I’ve been working in research and insights roles for more than 25 years (both agency and client side) and have lived and worked in 3 countries. I’m originally from the UK and after a few years in New Zealand, now call Australia home.
I’ve researched just about everything including the kitchen sink but in the last 10 years or so I have focused on financial services and insurance with insights roles at Westpac, NRMA Motoring & Services, AMP, iCare and most recently IAG where I started my current role in the Customer Futures team in January 2020.
I’m a curious person by nature and I really enjoy understanding what motivates people. I’m delighted to be running the Imagined Better community at IAG which gives me a fantastic opportunity to get close to customers and help deliver the best possible experiences to them.
*Please note, Platform One was formerly known as Potentiate