Key elements of RSM’s work for this project included:
- Working with the client to establish four guiding principles for customer experience: speed, simplicity, transparency, and responsiveness
- Mapping out the characteristics of five points along the customer experience: research and evaluation, purchase, follow-up and servicing, claims, and renewal
- Identifying key capabilities the company needed to reach its ideal future state and building a plan to develop those capabilities
- Helping the client get buy-in from people across the organization, which was crucial because of the company’s size
This work culminated in a clear path and vision for how the company could best engage with customers, which in turn could also guide leaders to make the right investments and decisions.
"A common pain point is, ‘We’ve invested in a given technology, why isn’t it working?’ And it’s because often leadership teams are sold on the technology itself, not where it fits into the customer experience,” said Alex West, a manager in RSM’s strategy and management consulting practice and a lead on this project. “Part of the work we did lays out exactly how and where they can use technology to support customers and employees."
Gaining clarity and direction
To help the global insurance company better understand its digital customer experience, RSM had to get a clear understanding of customers’ and brokers’ experiences and expectations today, while also defining the future-state client experience five years down the road—and then identify steps needed to bridge the gap between the two.
RSM conducted interviews with key stakeholders at the company to understand their customer experience goals and reviewed customer survey data, satisfaction scores, and prior research the company had done on its customer profile, all of which helped inform the ultimate strategy document RSM developed for the business.
Armed with those data-driven insights, RSM was able to create customer personas for the company, document how each of those personas would likely feel at each point along the customer journey, and identify the target outcomes throughout that journey.
Mapping out the customer experience
RSM used that customer information to design a map of the future-state digital customer experience. The digital journey map provided an end-to-end visual for how customers, brokers, and employees would all interact. The journey map outlined business and customer metrics to manage and track, for example, when potential customers are researching and evaluating their options with the global insurance company.