So when we decided to improve and simplify our EoI process, we assumed we needed to make the process faster. Turns out, that wasn't entirely true.

We learned a valuable lesson: following (what appear to be) safe assumptions can result in spending a lot of time and resources going down the wrong path.

These five fundamentals can be applied to any project or process, and ensure your innovations truly lead to solutions that can improve even the most mundane experience:

No. 1 Listen to your customers

It's human nature to enter a project with steadfast faith in your own assumptions. That can be a fatal error that results in wasted time and resources from day one. Instead, ask your customers and your stakeholders for input on their project before deciding what needs to be done.

For example, it was easy to enter an EoI project assuming the biggest pain point is that the process is too slow. But talking to employees, employers and brokers led to an "aha" moment. It's not always about making it faster; sometimes it's more about improving communication or administrative transparency. Listening to your customers can significantly shift the entire focus of a project's objectives.

No. 2 Communication is key

Communication is an issue for everyone. Throughout any process, most people just want to understand what they need to do, when they need to do it, why they need to do it and what to expect next.

No matter the status of your process and systems, clear and consistent communication will give users a better experience across the board. Significant improvements in communication often can be achieved with a minimal investment of time and resources.

No. 3 Make it personal

We live in a world of customization – there's an expectation that experiences will be tailored specifically to ME. Handing someone a blank form and expecting the applicant to chase down information they don't readily have available – often information you have in your system already – causes frustration, repeated follow up efforts, and inaccurate information.

We discovered that a relatively simple solution – such as a prepopulated online form employees can access with a PIN – can provide multiple levels of benefits. It's easier, faster and a better experience for everyone. Plus, applications are complete and accurate so decisions can be made faster.

No. 4 Positive reinforcement

When employees move through a multi-step process like EoI, it's comforting for them to know they're on the right track, their application was successfully submitted, and for them to understand what will happen next. Once again, communication is the key to a more positive experience.

Sending a message confirming receipt of information and outlining the next steps provides positive reinforcement which ultimately reduces calls and helps the applicant understand the status of the process.

No. 5 Repeat step No. 1 (Listen to your customers)

Innovation is a journey, not a destination. Once you've implemented improvements, it's essential to go back to your clients to measure your success and begin the next phase of development.

Continue to self-assess to make your processes more intuitive, integrate your data with other systems and create real-time queries. These innovations might be more costly and will take more time, but you will have benefitted already from the steps you took to address of your customers' most critical pain points.

The big take away? Before trying to innovate or make improvements, talk to everyone involved. Don't assume you know what the customer wants – sometimes it's completely different from what you expect, or what you think you need to do. Let your users call the shots and the customer experience will only get better.  

Brooke Riera is a Supervisor in Group Services at Mutual of Omaha. She can be reached at [email protected].