Career Service Moved from the Physical World to the Digital World
Unemployment insurance fund and career partner CA used a digital sprint to develop a platform for flexible and efficient online discussion and feedback around CVs and applications at times that suit the customer
When CA’s customers seek a new role or want to change job, CA provides advice on how they can best complete their application or adapt their CV to the company they are applying to. In a demanding job market, the demands placed on applications and CVs are constantly in flux. For many years, CA offered their customers the opportunity to send their papers to CA’s career advisors in advance of a personal discussion and feedback session held in person.
“It was a good service and highly appreciated by our customers, but it was resource-intensive on our end. We decided to discontinue this service much to the frustration of our customers,” explains Anette Munch Pierce who is an innovation consultant with CA.
Another challenge was that customers already at work rarely had the possibility to come down for meetings with their career advisor from CA during ordinary working hours. Thus CA took the decision to undergo a design sprint to create a digital solution that could allow them to retain their service but in a less resource-intensive and more flexible form.
”The idea was to enable customers to get feedback on their CVs and applications in a fast and flexible way, without the need to meet in person or to make appointments with us. After all, our customers who are ready in work but want to change jobs most often work on their applications in the evening and at weekends,” says Anette Munch Pierce.
CA specializes in serving members with more extensive educational backgrounds who work for private companies within domains such as IT, design, business development, HR, and sales.
The design sprint itself was attended by eight employees and a handful of CA customers. Following the sprint, CA involved several customers to take part in targeted texts and to provide feedback, according to Anette Munch Pierce.
“It was an eye-opener for us to see how significant it is to involve members in tests before firming up the finished solution. After the sprint, we were left with a strong and convincing argument for just how important that was. The sprint was a quantum leap in terms of convincing our whole organization to involve members when developing and testing new products. So we now do that much more often and in different areas as well,” she explains.
High customer satisfaction
At CA, there is broad consensus that the time spent during the sprint to really dig down, work together, illuminate problems from multiple angles, and to spend more time in a focused and creative process have all led to the company now using the method for other tasks as part of their daily operations. The new digital solution, which was a direct result of the sprint, means that CA’s customers can now upload digital CVs and applications in both Danish and English and receive immediate feedback on their work. The solution is based on a combination of both coding and artificial intelligence. The design also incorporates elements of gamification/gaming strategy to the delight of their customers.
“After a degree of fine-tuning, we are now sitting at a customer satisfaction rate of 95%. I think that’s pretty great for a service that does not cost us a great deal in resources. In addition, customers now also have the opportunity to use our service 24/7 and it plays a role in both attracting new customers and retaining our existing ones,” Anette Munch Pierce explains.
About CA Career Partner and Unemployment Insurance Fund
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