Applying the design thinking tool mind mapping    to the delivery of a customer service of excellence 

 “ A desk is a dangerous place from which to view the world . ” - John le Carré 

 1 .   Challenge 

 I work at a b2b insurance underwriting agency that provides specialized insurance solutions   ( art , high net worth properties , personal indemnity , among others ) through brokers , our key   stakeholder , to the market . This means that our main client are the brokers and not the final   customer . So , our aim is to provide a customer service of excellence to them , so they are   comfortable in proposing and “ prescribing ” our solutions to their clients . 

 In the last year we have been working in improving our customer service and observing if they   are aligned with our values through a specially designated task force . To have a more accurate   insight on how the behaviour of our team and the values we preach are understood , perceived   and impact our brokers we set to adopt designing thinking to transform mere impressions into   a more accurate feedback from our stakeholders . 

 This could at the end confirm that we are right at the spot or that there are changes and   improvements to be made , or new ideas to work on and implement , may it be on how we   approach our customer service , may it be our values . 

 2 .   Selection 

 We chose the mind mapping tool for the “ What is ” phase because it allows us to withdraw   direct feedback and relevant insights from our stakeholder , through patterns and links , on   sight . 

 Making the brokers , in an informal environment , collaborate with us , they ’re interactions   would have a direct impact in the outcome that would , again , turn into a better service for   them , more satisfied clients , more business and a higher retention rate . Never the less it would   help us to separate what ’s important from what is not , helping us in channelling the right   efforts for the next phase . 

 3 .   Application 

 We invited 20 brokers from different companies in terms of dimension , type of insurance they   buy from us or proximity to our team . This meant we had a heterogeneous group with   different experiences and different contact with us . They were invited to spend an afternoon   at our office because we wanted to have their feedback on customer service . 

 At our office ’s common area , we ’ve placed series of posters that captured our key values “ Act   just and fairly ” , “ Be different ” , “ Always improve the customer ’s experience ” , “ Act as a   specialist in everything to do ” as well the central idea “ Customer service ” . This is not one of   our formal values , but we needed to see if any patterns and links were generated between this 

 expression and our values . More , what insight identification , ideas and clusters it produced   that helped us to ask the question ” “ if anything were possible , what criteria would your new   design meet ? ” and move forward . 

 After touring through the posters , we divided them into 4 heterogenous groups and asked   them to interact directly with the themes , identifying the insights related to each cluster and   to look for connections between and among the clusters . 

 4 .   Insight 

 The impact on the personal relation level was very positive because it was the first time that   this interaction happened , and our brokers could have a word on how they perceive customer   service , our values and how it , on the long run , would impact the service they get from us . It   showed how important it is to interact directly with customers and get feedback , as well as   helped us to move from expressions and massive ideas , with or without their validation , to the   construction of a concept that was worth devolving and testing . 

 On the insight level , we were able to identify the following : 

 •   our values are not perceived as warm and close . 

 •   our team , that establishes the communication with our stakeholders , have not fully   internalized our values . 

 •   need to revaluate the way we communicate our values to the teams and build from   there a customer service of excellence . 

 5 .   Approach 

 In the future we would use again this tool but amplifying it to two other stakeholder groups :   our team and our customers clients . 

 This would on one side help us to improve our customer service internally and validate ( or not )   our values and on the other side , getting insights on what our customers clients perceive as   customer service and if it is aligned with the service we provide . 


EMAIL: 
ID_NUM: 
NAME_STUDENT: 
PHONE_NUM: 
STREET_ADDRESS: 
URL_PERSONAL: 
USERNAME: 

### Task: You are a PII (Personal Identity Information) Detection. Given a essays written by students, you have to identify ONLY the following:
NAME_STUDENT - The full or partial name of a student that is not necessarily the author of the essay. This excludes instructors, authors, and other person names.
EMAIL - A student’s email address.
USERNAME - A student's username on any platform.
ID_NUM - A number or sequence of characters that could be used to identify a student, such as a student ID or a social security number.
PHONE_NUM - A phone number associated with a student.
URL_PERSONAL - A URL that might be used to identify a student.
STREET_ADDRESS - A full or partial street address that is associated with the student, such as their home address.
### Input: Applying the design thinking tool mind mapping    to the delivery of a customer service of excellence 

 “ A desk is a dangerous place from which to view the world . ” - John le Carré 

 1 .   Challenge 

 I work at a b2b insurance underwriting agency that provides specialized insurance solutions   ( art , high net worth properties , personal indemnity , among others ) through brokers , our key   stakeholder , to the market . This means that our main client are the brokers and not the final   customer . So , our aim is to provide a customer service of excellence to them , so they are   comfortable in proposing and “ prescribing ” our solutions to their clients . 

 In the last year we have been working in improving our customer service and observing if they   are aligned with our values through a specially designated task force . To have a more accurate   insight on how the behaviour of our team and the values we preach are understood , perceived   and impact our brokers we set to adopt designing thinking to transform mere impressions into   a more accurate feedback from our stakeholders . 

 This could at the end confirm that we are right at the spot or that there are changes and   improvements to be made , or new ideas to work on and implement , may it be on how we   approach our customer service , may it be our values . 

 2 .   Selection 

 We chose the mind mapping tool for the “ What is ” phase because it allows us to withdraw   direct feedback and relevant insights from our stakeholder , through patterns and links , on   sight . 

 Making the brokers , in an informal environment , collaborate with us , they ’re interactions   would have a direct impact in the outcome that would , again , turn into a better service for   them , more satisfied clients , more business and a higher retention rate . Never the less it would   help us to separate what ’s important from what is not , helping us in channelling the right   efforts for the next phase . 

 3 .   Application 

 We invited 20 brokers from different companies in terms of dimension , type of insurance they   buy from us or proximity to our team . This meant we had a heterogeneous group with   different experiences and different contact with us . They were invited to spend an afternoon   at our office because we wanted to have their feedback on customer service . 

 At our office ’s common area , we ’ve placed series of posters that captured our key values “ Act   just and fairly ” , “ Be different ” , “ Always improve the customer ’s experience ” , “ Act as a   specialist in everything to do ” as well the central idea “ Customer service ” . This is not one of   our formal values , but we needed to see if any patterns and links were generated between this 

 expression and our values . More , what insight identification , ideas and clusters it produced   that helped us to ask the question ” “ if anything were possible , what criteria would your new   design meet ? ” and move forward . 

 After touring through the posters , we divided them into 4 heterogenous groups and asked   them to interact directly with the themes , identifying the insights related to each cluster and   to look for connections between and among the clusters . 

 4 .   Insight 

 The impact on the personal relation level was very positive because it was the first time that   this interaction happened , and our brokers could have a word on how they perceive customer   service , our values and how it , on the long run , would impact the service they get from us . It   showed how important it is to interact directly with customers and get feedback , as well as   helped us to move from expressions and massive ideas , with or without their validation , to the   construction of a concept that was worth devolving and testing . 

 On the insight level , we were able to identify the following : 

 •   our values are not perceived as warm and close . 

 •   our team , that establishes the communication with our stakeholders , have not fully   internalized our values . 

 •   need to revaluate the way we communicate our values to the teams and build from   there a customer service of excellence . 

 5 .   Approach 

 In the future we would use again this tool but amplifying it to two other stakeholder groups :   our team and our customers clients . 

 This would on one side help us to improve our customer service internally and validate ( or not )   our values and on the other side , getting insights on what our customers clients perceive as   customer service and if it is aligned with the service we provide .
### Output: 