During the COVID-19 pandemic, the South African estates industry struggled to deliver timely and efficient administration services to bereaved clients due to the spike in the death rate, causing client dissatisfaction and distrust. By improving client-facing communications with techniques like linguistic concreteness and cognitive empathy, both the client experience and employee satisfaction were greatly enhanced, leading to a more efficient and manageable process.

Our extensive research into our company’s estates business allowed us to create a communications-based intervention strategy that solved for the various bottlenecks hindering the overall experience of bereaved clients who require administration services upon the passing of their loved one. By focusing on empathy, personalised communication, and timely support, we created a system that reassured clients and guided them through an otherwise complex process with understanding and care. This approach not only resolved issues around inadequate client servicing but also strengthened client trust and satisfaction. As a result of its success, the intervention has been scaled to all our company’s estates units, countrywide, ensuring a more compassionate and responsive client experience.

To future entrants who are keen on showcasing their innovations in the field, my advice is simple: be bold. Don’t be afraid to push boundaries and challenge conventional thinking. This is your chance to present fresh, creative research and interventions that can make a real impact in our field. Boldness is what sets apart the breakthrough ideas from the status quo, so take the leap with confidence, trust your instincts, and remember that the most impactful innovations often come from those who dare to think differently. This is your opportunity to inspire, so make sure your work speaks with conviction and originality.