Smoothing the customer journey from start to finish

CLIENT

North American health insurance company that provides coverage to over 100 million Americans

Situation

Plan members were frustrated with emphasis on costs and a lack of empathy in many difficult situations involving health and family members. Marketing and brand executives were engaged in how to make things better end-to-end, from message through process, for an overall customer experience that would address member feedback.

Objective

Develop an end-end customer experience based on member feedback survey data and input from a broad cross-section of stakeholders and executives in order to align on the going forward model and approach that the entire organization would need to implement.

What we did

As part of a collaborative team, facilitated design sessions and journey mapping for end-to-end customer experience and supported corporate stakeholders in socializing the proposed vision with all groups within the organization.

Outcome

Organization used the brand vision and value proposition to re-align marketing strategies and planning for the next 3 years and better incorporate perspectives of both customer personas and key stakeholders in the roadmap.