Case Study: AARP builds trust and improves member experience with Ziba

AARP earns trust from 38 million members with Ziba

Ziba worked with AARP, one of the country's largest nonprofits, to address a significant challenge. AARP was facing fragmented customer experiences and misleading messaging, which was disappointing its 38 million members. Internal organizational silos also made it difficult to present a coherent identity. The challenge was to create a new customer experience strategy that would refocus on members' needs and earn back their trust.

The solution from Ziba began with extensive research that identified a core member need for help navigating life's transitions. This led to a comprehensive CX strategy, including a clarified value proposition and new experience principles. The strategy introduced two key archetypes: AARP as a "Wise Friend" and a "Fierce Defender." Since its implementation, the new strategy has been embraced across AARP, breaking down internal barriers and changing how the organization communicates. Call center workers were empowered as "care agents," and the new archetypes are now regularly used in strategy discussions and external marketing.

AARP