OBJECTIVE

Deepen the organization's understanding of current customers' experience with auto insurnace products and services to ensure alignment with a new brand strategy and improve customer touchpoints.

The research and journey maps will help:

• Identify customer and customer facing employee’s friction points
  

• Define actionable improvement opportunities
  

• Strategically transform the customer’s experience into a self-service digital experience

CURRENT CHALLENGES

Organizational silos impacting awareness of decisions and similar initatitives have on the overall customer experience and the redundancy of similar initiatives across the organization

Existing quantitiave data far outweighted qualitiative insights into  customer behavior and attitudes towards the organization's brand, services, and product

Current strategy and roadmap based on organization's internal vs external perspective of the customer experiences (inside out vs outside in)

Lacking CX metrics to baseline current experiences and measure improvements going forward

Project Timeline

Project Approach

Journey Maps

Research conducted with customers and call center reps provided both and outside in and inside out perspective of the current customer experience.
Synthesis of the data into a visual framework allowed the cross-functional teams to walk in the shoes of the customer within each stage of their journey.
Actions, emotions, channels, challenges and opportunities for improvement formed the basic layers of the experience for each step in the customer experience.

Through iterative reviews of the journey maps with both the core project team and the cross-functional leads, we were able to define additional opportunities for improvement and the type of metrics needed to measure the customer experience. We worked with the CX team and data analysts to identify metrics to baseline the current CX and measure if over time - especially opportunites for improvments are addressed and implemented.

Priortized Opportunities

Opportunities identified by the customers and internally were priortized through a red-dot voting process during the cross-functional team review of the journey maps.
The ones with the most votes became individual cross-functional projects for CX improvement and were incorporated into the product and services roadmap for the year. 

Thematic Opportunities

Through collobrative workshops with the CX team, 9 main themes emerged from affinity grouping of both the challenges and opportunities of the customer journey.
Mapping the themes to the brand attributes allowed the team to utilized a single framework for CX improvements based on CX needs which emulated the new brand. 

OUTCOMES

Identification of high priority opportunites for improvement which would have immediate versus long term impact.

Defined CX metrics framework with marketing and data analytics team to baseline and continously measure the customer experience

Broke down siloed departmental understanding of the current customer experience, how their work impacts that experience and reduce redundant CX improvements initaitves.

Identified inefficencies of internal processes and technology and it's impact on the both the customer and the customer facing employee experience

Increase organizational awareness of the current customer experience through foundational documentation of the customer journey

Established research based CX themes to guide implementation of brand attributes throughout the customer journey from buying to using their auto insurance.

Developed foundational in-house Journey Mapping capability with the UX and markeing team to document other CX journeys as well as update exisiing journey mpas based on new research and improvements to the CX QoQ.