1. Customer Journeys for Wonderful Life Insurance Company
Customer Journey Maps
Customer Journeys for Wonderful Life Insurance Company
Follow the story of Audrey as she guides her firm through the successes and challenges of Digital Transformation

2. Customer Journey Model
Discover
Evaluate
Buy
Experience
Renew or Leave
Advocate
The customer journey is a progression from being unaware, through awareness and evaluation, purchasing insurance or an investment product, and post-purchase experience.
Each stage of the customer journey is an opportunity for the firm to deepen the client relationship and deliver value.
Note that the firm doesn’t own all the customer touchpoints.
Wonderful Life markets directly to customers through its own channel, web site, advisors and contact centre. Its products are also distributed by independent agents, bank partners and affiliates (mostly membership-based organisations providing value-added services to their members).
Source: Independent Insurance Agents & Brokers of America,

3. The Omni-Channel Customer Journey
The customer journey can take several paths. It is determined by:
The customer’s goals and aspirations
Changes in the customer’s needs as they progress through life stages
The sources of information they seek and their preferred touchpoints for interaction
The firm must therefore establish organisational capabilities, processes and systems to support the customer through multiple possible paths. This requires the ability for each touchpoint (human or machine) to be aware of prior interactions and the customer’s stated goals.
Source: Strategy Meets Action, “The Insurance Customer Journey in the Digital Age”,

4. Customer Journey – Discover Phase
Activity
Search
“Find an Agent”
Social Media
Personal Contact
Action
Prospect searches online for local or specialist agent
“Find an Agent” on own or partner web site
Prospect looks for recommendations and/or views in social media
Friends, relatives, co-workers
Response
Improved Search Engine Optimisation, publish content
Complete agent profiles on own and all affiliate sites
Engage and publish content on target’s preferred channels
Build brand awareness through advertising, etc.
Activity
Company or Partner Web Site
Action
Prospect accesses own or partner website using desktop or mobile device to learn about the firm including checking customer reviews, areas of expertise and products/services.
Response
Clear informational content, mobile device compatibility, adaptive design.
Channels:
Direct
Agent
Bank
Affiliate

5. Customer Journey – Evaluate Phase
Activity
Web Site
Compares Rates
Validates Firm Quality
Action
Prospect evaluates website for information regarding products, advisor availability (hours of availability, scheduling), blogs, contact options ( , phone, chat, social media, etc.) and self-service component.
Prospect looks online for comparison of rates and coverage by aggregators (CompareTheMarket, CompareFIRST, etc.)
Prospect looks for validation from consumer advocacy groups (Choice, CASE, BBB, etc.)
Response
Keep content clear, current and easy to navigate.
Real-time rates on own website may provide enough information to reduce additional shopping.
Regularly solicit reviews on website, when using social media. Monitor and reply to reviews and consumer advocacy group reports.
Channels:
Direct
Agent
Bank
Affiliate

6. Customer Journey – Buy Phase
Channel:
Direct
Agent
Bank
Affiliate
Online Chat
Phone
Advisor
Client seeks assistance from touchpoint of their choice
Provide multiple touchpoints, each aware of prior conversations with client.
Assistance:
Application
Signature
Payment
Processing
Client seeks a simple and transparent process, with options for electronic forms, signatures and payment.
Simplify the application process. Provide e-signature, payment via EFT, credit card, mobile or other electronic means. Reduce the amount the client must enter by accessing online databases from government or third party providers.
Process:

7. Customer Journey – Experience Phase
Channel:
Direct
Agent
Bank
Affiliate
Mobile
Education
Value Add
Access
Preferences
Proactive
Client expects mobile and other options for managing account.
Client access website for educational content on their insurance.
Nurture client relationship by offering value added services
Client expects easy access to policy forms and information.
Client wants to set preferences for contact methods ( , text, letter, etc.)
Client expects firm to look out for their needs, life changes, etc.
Provide mobile options for payment enquiry, claims.
Provide content relevant to target market (blog, video)
Advise clients of services available to them at no charge
Provide portal to generate certificates and download documents.
Provide contact methods with security appropriate for the topic.
Create a “Client Nurturing Plan”, identifying personalised life events.

8. Customer Journey – Renew or Leave
Channel:
Direct
Agent
Bank
Affiliate
Activity
Check Rates
Renewal Increase Explanation
Claims Experience
Action
Client shops around to see if others offer better rates.
Firm proactively contacts client to explain increases.
Client experiences claim, seeks guidance on claim.
Response
Firm must use system alerts/reminders to contact client well before renewal. Renewal proposal to include comparative quotes and rate increase explanations.
Establish procedure for reviewing renewals and reaching out to those with increases or approaching life changes that impact rate or coverage needs.
Prompt response on claims, after-hours or online options for reporting. Advice available on submitting claim, and firm provides updates on claim status.

9. Customer Journey – Advocate Phase
Channel:
Direct
Agent
Bank
Affiliate
Activity
Web Review
Video Testimonial
Blog Post
Action
Client writes review
Client agrees to provide a video testimonial
Client authorises firm to reference client in blog
Response
Request client post positive reviews on firm and social sites. Firm to keep refreshed with new testimonials
Post to social and website pages
Craft honest blog entry, expand on client’s comments

10. Factors in a Customer Journey Scorecard
Episodes
A journey comprises several activities. The experience of each one can make or break the relationship.
End to End
It’s not enough to measure customer satisfaction on any single touchpoint; what matters is the customer’s experience across the entire journey.
Language
Describe journey events in the way a customer would.
Channels
A “new-client onboarding” journey might include a website visit, a phone call, an advisor or agent meeting, and a follow-up call during application processing.
Duration
Individual customer journeys can vary greatly in duration, due to the number of client interactions, and the time elapsed between them.
Repetition
Journeys are repeatable—and can be repeated for a meaningful percentage of customers.
Source: McKinsey, “From Touchpoints to Customer Journeys”,