Tokio Marine Customer Centricity Engagement

Challenge

Tokio Marine recognised the need to enhance customer-centricity to thrive in a rapidly changing world. The company sought to shift its mindset from an inside-out to an outside-in approach, ensuring every decision delivers clear customer value.​

To achieve this, The Strategy Group delivered a Design Thinking training program to foster a culture of customer obsession.​

Approach

Context Analysis: Establishing the Need for Customer-Centricity.​

The engagement began with a thorough context analysis highlighting the need for increased customer focus within Tokio Marine. This included outlining the stakes for adapting to an unpredictable world and identifying the gaps in current practices that hinder a customer-first approach.​

A 2-hour interactive Design Thinking training session was carefully designed and facilitated for Tokio Marine staff.

The session:​

• Introduced the principles of customer-centricity and outside-in thinking through Design Thinking methodologies
  
• Engaged participants through real-world examples, collaborative exercises, and role-playing activities
• Concluded with a debrief to reflect on learning outcomes and discuss how to apply Design Thinking in their roles

These materials were reviewed and tailored to ensure relevance and resonance with the participants.

Outcomes

Training Facilitation: Embedding Design Thinking Principles​.

Delivering actionable insights to enable customer-first transformation:​

• Understanding Customer-Centricity: Participants gained a deeper understanding of how Design Thinking principles can be used to prioritise and deliver customer value
• Action-Oriented Mindset Shift: The session sparked a change in perspective, encouraging staff to apply Design Thinking tools and frameworks in their decision-making
• Foundations for Change: The training laid the groundwork for Tokio Marine to evolve its approach and deliver greater value to customers through a culture of customer obsession and innovation driven by Design Thinking