Building a growth strategy on deep customer understanding –with Hans Arnum

In 2020, we worked with Scandinavian insurance company Tryg to identify how best to grow among small and medium sized business in Denmark and Norway, one of their four big bets for their 4 year strategy period. What impact has this work achieved, both in terms of their customers’ experience and within Tryg itself?

Watch our interview with Hans Arnum, Head of Commercial DK at Tryg, as he speaks to ReD’s Martin Gronemann, reflecting on how qualitative insights can meaningfully drive large investments and big decisions, why customers should be understood through methods that go deeper than surveys, and that insurance providers – if they dare – can play a more meaningful role in customers lives.

Tryg’s is a story about an ambitious leader and management team that always try to push themselves to do more and better. About how they, despite being deeply embedded in a traditionally conservative industry, saw an opportunity in taking a different and more qualitative approach to building their growth strategy for their corporate customers.

How have Tryg benefited from doing more than paying lip service to customers? How have they hardwired this change within the company? And what advice does Hans have for other leaders looking to strengthen their customer experience?