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      "text": "A high-effort experience will generate disloyalty. We are monitoring it and it can be hard to improve because we need to understand why customers need to get in touch with a service agent and examine the user experience of the website. We also have a long purchase cycle and so have to make sure the conversation is continuous and the customer doesn't have to repeat themselves - instead that we are always building on the previous conversation.",
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      "text": "It's not hard to identify CX improvements - it's in the hard yards of implementing it. We had 200 'pain points' in 2013 and it was then about the ruthless, systematic process of picking them off, one by one. In our ongoing quest to make insurance easier for customers, we probably have 200 new ones.",
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      "text": "Customers want us to put them first but mean it, in everything we do and everything we design. A way of doing that is by involving them directly. Customers aren't about fads. Brilliant customer experience is about delivering things in a straightforward way that makes their lives easier.",
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      "text": "Historically, there have been a series of separate customer journeys, rather than something consistent and integrated. People don't care about what's happening in your business and how you structure your back office. We systematically tackle every customer journey and every pain point and try to make it an effortless experience. You can't just put a sticking plaster on a pain point because that will cause a problem somewhere else within the business.",
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