Everyone who has a driver’s license—or plans to obtain one—will sooner or later have to deal with the Central Bureau of Driving Skills Certificates (CBR). CBR’s primary mission is to promote road safety, which it does, among other things, by administering exams, medical assessments, and refresher courses. After a period of internal focus on organisational efficiency, the need arose to look toward the future and place the customer at the center.
The challenge
Imagine you are 75 and have to go to CBR for a medical assessment. You are afraid that your driver’s license will not be renewed—and, as a result, that your life will be turned upside down. You may become more dependent and less free to go where you want, when you want. One of the CBR’s concrete questions was: What does the customer journey look like for older adults (75+) who have to undergo a medical assessment? How can we better support them, and which parties are involved?
The CBR wanted to broaden its perspective and learn from organisations that excel in customer contact and customer-centric ways of working. The challenge was not only to look at its own processes, but especially at how other sectors approach customer experience and service.
The insight
During the inspiration session, we took the team through trends and looked at innovative companies from other sectors to break free from the day-to-day operation. We examined trends in the healthcare sector and rapid developments in AI. We also looked at companies such as Chick-fil-A and learned how they turn customers into ambassadors. Who would have thought that a public service provider could learn something from an American fast-food chain?
In this way, the team discovered that people aged 75 and over find the medical driving assessment stressful and tend to view CBR negatively, as “the villain” that takes away their driver’s license. At the same time, CBR can also restore confidence in driving skills, enabling people to get out and about again with peace of mind.
This new perspective led to several ideas to improve the customer journey—from the assessment itself to the communication materials.
Irma is happy to tell you more about this case and discuss your challenge with you.