Service mapping key customer moments in life and health insurance
Insight: The true value of having an insurance policy is only realised when it comes to making a claim.
Strategic challenge: How can we map and measure the quality of two key parts of the life insurer’s customer journey to inform strategic opportunities to improve the experience for customers?
Idea: An interactive Service Map visualising the key stages of Policy Servicing and Claims through the lens of both the business and the customer with supporting CX opportunities.
Note: The actual service map images have been redacted for confidentiality purposes.
My role in this
This was a strategically led project, working alongside the Data and Analytics, Tech and Experience Design teams. I played a leading role in carrying out the research, creating the artefacts and presenting the findings back to a c-suite level audience. This included:
Determining the needs and unknowns through a detailed Research Brief
Leading client-facing workshops to understand the structure of the relevant parts of the business we were going to map
Carrying out first-hand research to gather necessary insights, including
Ethnography with relevant teams to understand how their use certain tool/tech, follow processes and interact with customers
Creating and analysing the results of customer and adviser surveys
Interviewing relevant stakeholders to more deeply understand processes and perceptions
Reviewing data sources to understand quantifiable insights
Working closely with the design team to create the visual map
Writing a supporting findings report and opportunity repository
Leading the presentation of the Service Map and associated findings to a c-suite level audience.
