Setting story communication standards for digital transformation.
One of Asia’s largest insurers was transforming their digital and technology capabilities to deliver a market-leading experience for customers.
As expectations around service and technology rise, our client knew they would have to offer the same level of digital experience that customers have come to expect in other parts of their lives. Products and processes would have to be digitalised in order to keep existing customers and attract new ones, challenge and motivate current employees, and inspire the next generation of new recruits. If they could do this well, they would outrun the competition and survive and thrive long into the future. Everyone had a part to play: leaders should embrace this new future, employees must adapt to a digital-first mindset, and distributors had to believe in their capabilities. Everyone needed to believe in this new way of working.
What we did
Act one: SHAPE
Develop the story that persuades people (applying the science behind human connection, we work with clients to develop a purposeful and emotionally engaging story)Through a series of story workshops with the transformation programme office and communications team, we developed a robust understanding of the audience and how they felt about the change – now and in the future. With these fundamental insights, we developed a personality for the transformation and storylines that would influence audiences to aspire towards the new way of working.
Act two: STRUCTURE
Embed the story in the minds that matter (building the communication strategy as an evolving Episode Plan to keep ongoing plot lines compelling and the audience on board)We worked closely with the communication team to develop a strategy that delivered the narrative to the people that mattered. As part of this, we created a communication toolkit for leaders that brought to life the transformation narrative in a simple and inspiring way, including details about the role people would play and what they would see next.
Act three: SHARE
Get the story delivering on its promise (story editing to keep the narrative and communication strategy relevant and value-creating)We supported the team on an ongoing basis, working with them to deliver compelling creative into the business that kept the transformation narrative fresh and evolving. One of these was a campaign concept that helped employees understand what the change would mean for them and they way they worked.
Our communication toolkit became the benchmark for rolling out and embedding the change, with the transformation narrative at the centre of all ongoing communications between leaders, employees, distributors and new recruits.