Case Study I - Scottish Life -
Diagnosis & Design
Commitment-based ManagementTM (CbM) is an approach to
Enterprise Management predicated on the idea that every enterprise
exists for the purpose of making and fulfilling compelling promises
to its customers. An enterprise managed by CbM lives
and breathes making and managing commitments, and the enterprise is
CbM-architected- that is, every commitment, person, process, piece
of Management Information and tool practices and / or supports the
commitments the enterprise makes to its customers. It
provides the enterprise with enormous customer responsiveness, and
agility, at minimum cost.
This case study offers a day-by-day account of a Diagnosis and
Design project with Scottish Life.
In 2007, Scottish Life was seen by the Insurance Brokers as
providing the worst Customer Service in the industry.
To address this; Colin Mitchellintroduced a new Service Promise
to the Brokers, and drove alignment to that, and all subsequent
promises made to the Brokers. Colin drove Commitment
ManagementTM into every aspect of the business.
Colin called it "listening to the Customer". Scottish Life recently
appeared in the national press:
"Scottish Life, the pensions specialist arm of the Royal London
Group, has received two prestigious awards at the annual Financial
Adviser Service Awards ceremony. The awards for "5 Star
Service" and "Most Improved Life and Pensions Company" were
presented at a dinner held at theNationalHistoryMuseuminLondonlast
These awards follow on from other significant successes.
Scottish Life was recently presented with three other major awards:
the Bankhall Pension Provider of the Year award; the Scottish
Financial Enterprise Innovators Award; and the Best Group Pension
Provider award from Investment Life and Pensions Moneyfacts.
Earlier in the year Scottish Life received another 5 star
award from FT Adviser, this time for Online Service; and also
received Triple 'e' excellence ratings in the Group Personal
Pensions and Group CIMP categories from the Financial Technology
Research Centre." (The Scotsman).
Read the full case study