Looking to inspire employees and strengthen a customer-centric culture? See how C Space helped Bupa engage 600 employees through live customer panels and insight communities that sparked empathy, action and cultural transformation.
Bupa’s is on a journey to being the “world’s most customer-centric healthcare organization.”
As a key part of this strategy, it rolled out Customer Listening initiatives, which sought to hear from customers and drive improvement ideas. This initiative included bringing in customers to share their experiences directly with the brand, to inform and inspire employees, over time. The aim was to run a set of live “customer panel events”—a form of customer closeness research that would build empathy and understanding among employees removed from the front line and drive customer-led culture.
Over the course of c.2 years, Bupa briefed in live digital customer panel sessions on strategic topics covering: the experiences of Bupa brand detractors; the future of well-being; non-customers’ views on private healthcare; evolving digital healthcare.
Bupa then sought to push further, briefing in an in-person customer panel to be facilitated by CSO Tara Lajumoke and introduced by CEO Inaki Ereno, bringing customers directly into the business to share their brand experiences and to debate learnings.
C Space was asked to leverage our strategic expertise in Customer Closeness research and insights to manage several panel events and ensure maximum employee engagement and impact.
Building from our knowledge of Bupa’s world from our 10-year partnership and using our mature insight community as a tool to relationship-manage customers, we flexed our role each event to ensure success.as a tool to relationship-manage customers, we flexed our role each event to ensure success.
This ranged from “expert recruiter” where we thoughtfully recruited, pre-screened and briefed the most articulate and authentic respondents from hundreds, to help them tell their most impactful stories.
Through “design partner”, where we created event naming, branded invites, landing pages and feedback forms to create a slick and seamless event experience for customers.
And “live events host” where we ensured the tech worked seamlessly and facilitated the discussion.
Finally, “strategic partner” where set pre-tasks using our C Space Way consulting framework for customer strategy, to ensure the discussion could surface the best stories and maximize impact on the day. We then shaped the discussion guide to enable rich content, leveraging subject-matter expertise and providing strategic reporting.
Each event has been a resounding success, with both metrics and employee engagement feedback showing how each one sparked inspiration and enabled the change agenda.
Across the 5 events, approaching 600 Bupa employees attended the sessions, including over 200 at the face-to-face event in head office. This was the first such event of its size and scale at Bupa’s head office, with high stakes given the CEO and CSO were leading the session. Bupa’s Group CEO Inaki Ereno posted the event on his LinkedIn feed Post | Feed | LinkedIn as testament to the brand’s commitment to customer-centricity and showcasing the richness of the discussions had and the value to the brand.
And equally, top of mind feedback from employees across the events proved the impact that they had, with one scoring 92% positive rating from attendees and the same likelihood to attend a future event.
Bupa continues to focus relentless on driving its customer experience in private healthcare and to transform its business into the world’s most customer-centric healthcare organization.
We’ve never had so many people at an event in the office before, even pre–COVID-19. It was a huge success and we couldn’t have asked for it have gone any better.
