Defining the digital touchpoint strategy for an international insurance company
Design new customer journeys for a digitalized acquisition and claim management process, align the strategic direction of the digital touchpoints and define a guideline for the use of new digital touchpoints.
Our Client, a leading swiss insurance company with an international footprint, was facing challenges in fostering its customer interactions through digital technologies. These challenges arise mainly from the traditional structure of its business: people-centered pre-sales activities, complex product structure, intense competition, low customer involvement and key role played by insurance broker. Open Web Technology was approached to clarify the Client’s digital touchpoint strategy and propose an actionable roadmap of initiatives and align the national organizations for a common digital touchpoint experience
Our team proposed a proven methodology, based on Open Web Technology's experience with clients in the insurance sector facing similar challenges, which focuses on delivering tangible results at each step of the process.
1.Status Quo and Customer Journey Mapping
By interviewing multiple stakeholders in the swiss and group organization, we analyzed the current customer journey for the acquisition and claim management process with a focus on digital touchpoints (Video chat, Chatbot, Callback, Online Assistant, Social Media, ...). Within two co-creation workshops we designed a new customer journey and drew storyboards to make the new ‘digitalized’ customer journey visible and tangible.
2. Market Research
We studied the awareness and usage of ten different touchpoints by conducting a research among more than thousand participants and delivered our recommendations based on the results. The market research helped our Client choose the right touchpoints and start with the most accepted and highest adopted one.
3. Pilot and testing
Using the information gathered in the previous steps, the OpenWT team was able to define the goals and KPI’s for the first digital touchpoint pilots. This allowed a fast time-to-market with the ability to receive real market feedback and improve the touchpoint experience. Furthermore, our team was responsible for the presentation of this new digital touchpoint strategy to the different stakeholders within the Client’s organization and taking a crucial role in the strategy process.
Thanks to the work of Open Web Technology, our Client was able to get a clear understanding of today’s digital touchpoints, the use of them by the customer and customer expectations. Our Client has an actionable roadmap and can start a pilot to test new digital concepts and get feedback from their customers. The next step will be to blueprint and implement the next step in their digital customer journey.