Nordea Life is a life insurance arm of Nordea, the largest financial group in the Nordic countries. A key challenge for becoming a more customer-centric business has been the slow and laborious process to talk to customers in the first place. Sourcing customer lists, recruitment, and setting an interview time has been manual and has taken often 4 weeks or more. This has set the bar too high to conduct user research and has meant that product-, digital- and marketing teams have been left in the dark without real fresh perspectives and insight from the customers.
To connect and work more closely with life insurance customers Nordea set up a Customer Lab. Instead of spending time on ad-hoc research and recruitment, Nordea Life invited 300 customers to join their Customer Lab. In the lab, customers are regularly invited to have a say in a number of different development initiatives.
Nordea Life’s customer Lab has helped:
“The speed and ease of access to our customers with LeanLab has really transferred the way we work with customer insights from ad-hoc projects to continuous end-user collaboration“
- Reetta Viitanen, CX Lead, Nordea Life