How intimate a conversation can we have with customers? Can we expect customers to co-create messaging when the subject is as sensitive as cancer?
Aflac Benefits 365 Community Members were invited to participate in a CrowdWeaving co-creation Challenge. The goal of the challenge was to help co-design a new cancer insurance offering.
The challenge issued to both policy holders and company benefit decision makers was proactive and transparent: "We aren't looking for you to sell. We merely want to understand how to explain supplemental cancer insurance so that it's absolutely clear – in common terms – what is being offered and why it may be worth considering. "
The goal was to identify key words and phrases that could motivate potential customers to consider purchasing cancer insurance from Aflac. The CrowdWeaving approach allowed Aflac to improve its existing policy and make sure that those who really need it understood all that it has to offer.
- Techniques/suggested framework for exploring sensitive subject areas
- Leverage current/future customers to inspire your internal creative teams
- Proactive research techniques that maximize insights from your customers and buy-in from your internal stakeholders