A short animated whiteboard we produced for Manulife Financial on ‘thinking from the outside in’ when building customer relationships. Screened at their AGM in 2016.
Customer Relations Explainer
A short animated whiteboard for Manulife Financial on “thinking from the outside in” when building customer relationships, screened at their 2016 AGM.
Client
Manulife Financial
Industry
Corporate
Type
Animation, Explainer
Platform
Web & Social Media
Audience
Manulife Financial Transcript
It's really hard when you're inside something for a long time to imagine what the outside is like. Do caged birds remember the jungle? Do chefs in a busy kitchen have a clear picture of the young parents who have just bought a new home and who are looking forward to a rare and relaxed dinner out? Do physicians realize how hard it is for elderly patients to come for an appointment?
How they dress up for the doctor? Are fearful of admitting health problems? Of forgetting what was told to them? Of bad news? We all have our own view of our jobs. We know the jargon, processes and regulations that govern them. And we often believe that our customers should know these things too. But they don't. They come to us, our website and our policies with their own expectations, preconceptions, limitations and goals.
To best serve them, we need to think about Manulife not from the inside out, but from the outside in. The chef in the busy restaurant needs to imagine what it is like for the excited young couple with a night to themselves. The doctor needs to place herself in the sensible shoes of her elderly patient. She must try to meet her patient's needs.
And the chef needs to make sure all his stress, emergencies and burnt entrees never get beyond the kitchen's door to spoil the couple's hard-earned evening away from their financial concerns. It is hard for us to truly understand our clients, but we can empathize. You might be the harried new mother, or the father with a new job, hoping for a great meal out.
Your mother might be going to the doctor soon. Remember how that feels? Now translate that to how our customers might feel when they approach us. That's empathetic thinking. Putting yourselves in our customers' shoes and thinking from the outside in. That kind of thinking will help us better understand what our customers' needs are so that we can create innovative solutions, services and experiences for them.
It might be a different way of thinking. We understand it may take time. We've been there. In an ideal world, we would ask our customers about their needs, wants and desires. But we don't always have that option. Think of yourself as a customer. Now consider what is important to you. Then ask those around you what is important to them when they think of themselves as a customer.
That way you'll start to see the many different things people care about as customers. You've taken the first step to getting more in-step with our customers. Thank you.
About this project
Manulife Financial Transcript
It's really hard when you're inside something for a long time to imagine what the outside is like. Do caged birds remember the jungle? Do chefs in a busy kitchen have a clear picture of the young parents who have just bought a new home and who are looking forward to a rare and relaxed dinner out? Do physicians realize how hard it is for elderly patients to come for an appointment?
How they dress up for the doctor? Are fearful of admitting health problems? Of forgetting what was told to them? Of bad news? We all have our own view of our jobs. We know the jargon, processes and regulations that govern them. And we often believe that our customers should know these things too. But they don't. They come to us, our website and our policies with their own expectations, preconceptions, limitations and goals.
To best serve them, we need to think about Manulife not from the inside out, but from the outside in. The chef in the busy restaurant needs to imagine what it is like for the excited young couple with a night to themselves. The doctor needs to place herself in the sensible shoes of her elderly patient. She must try to meet her patient's needs.
And the chef needs to make sure all his stress, emergencies and burnt entrees never get beyond the kitchen's door to spoil the couple's hard-earned evening away from their financial concerns. It is hard for us to truly understand our clients, but we can empathize. You might be the harried new mother, or the father with a new job, hoping for a great meal out.
Your mother might be going to the doctor soon. Remember how that feels? Now translate that to how our customers might feel when they approach us. That's empathetic thinking. Putting yourselves in our customers' shoes and thinking from the outside in. That kind of thinking will help us better understand what our customers' needs are so that we can create innovative solutions, services and experiences for them.
It might be a different way of thinking. We understand it may take time. We've been there. In an ideal world, we would ask our customers about their needs, wants and desires. But we don't always have that option. Think of yourself as a customer. Now consider what is important to you. Then ask those around you what is important to them when they think of themselves as a customer.
That way you'll start to see the many different things people care about as customers. You've taken the first step to getting more in-step with our customers. Thank you.
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