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Shopper Intelligence

Take It Easy – Using Co-Creation to Develop the Ultimate “Easy” Relationship with Customers

When it comes to understanding esoteric terms like “being easy to work with,” traditional market research techniques fall short in allowing customers to help define the term themselves.

To best grasp what “ease” meant to their customer relationship, Aflac chose a multiphase co-creation approach. The process was highlighted by an ideation session using KLC’s proprietary CrowdWeaving® service. Blind ideation was followed by a round of customer and client collaboration with voting/ranking to see which “easy” ideas resonated with them. A final validation phase was opened to all Benefits 365 Community members – including non-customers – to allow them to evaluate what being “easy to work with” truly means.

Listen to the recording. You will learn how Aflac:

  • Used co-creation techniques to define what “ease” means to their customers/subscribers
  • Used unmet customer needs and pain points to inspire internal creative stakeholders
  • Stepped outside the mindset of insurance satisfaction to pursue an unsurpassed easy customer relationship


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