Mapping Manulife's Direct to Consumer Path-to-Purchase

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In his presentation at the CMA's 2013 National Convention, Delvinia President Steve Mast shared examples from Delvinia's work with Manulife Financial, Steve will illustrate how the firm used customer journey mapping within its direct to consumer business to identify opportunities to innovate and improve the customer experience.

Published in: Technology, Business

Mapping Manulife's Direct to Consumer Path-to-Purchase

  1. 1. CASE STUDYMapping Manulife’sDirect to ConsumerPath-to-Purchase
  2. 2. Why map theCUSTOMERJOURNEY?
  3. 3. 49%access 5 differentonline sourcesbefore purchasing
  4. 4. 49%access 5 differentonline sourcesbefore purchasing
  5. 5. Consumers continue blending offline &online activities during the path-to-purchaseResearch offline,Buy offlineResearch online,Buy offlineResearch online,Buy onlineTravelFinancialCar70% 327%39% 25%36%19% 74%7%
  6. 6. AWARENESS PRE-PURCHASE PURCHASE ADVOCATEToday’s path-to-purchase is a complex,dynamic & digital journey
  7. 7. AWARENESS PRE-PURCHASE PURCHASE ADVOCATEToday’s path-to-purchase is a complex,dynamic & digital journeyClick & CollectVirtual / Pop-up Store Customers Delivering Packages
  8. 8. WHY MAP THE CUSTOMER JOURNEY? Gain deep insight into what yourcustomers are doing Document all existing touch-points Helps reinvent the customer experience
  9. 9. CASE STUDY
  10. 10. 1. Some evidence ofbrand confusion2. Unsure how customersmove betweenmarketing channels3. Online sales areholding, growingdemand for mobileSITUATIONInsuranceProductsInsuranceProducts
  11. 11. 1. Some evidence ofbrand confusion2. Unsure how customersmove betweenmarketing channels3. Online sales areholding, growingdemand for mobileCall CentreCoverme.comPURCHASE CHANNELSSITUATIONEmailOOHDMSearchSocialDRTVDisplay AdsRadioMARKETING CHANNELS
  12. 12. To understand and map the path-to-purchase as a means to improvethe buying process for CoverMeinsurance products and to betterleverage digital experiences ateach stage.THE ASK
  13. 13. THE APPROACH1. Online survey of customers & non-customers, via AskingCanadians.com2. Map the ‘Gates’ to purchase3. 20 in-depth one-on-one interviews4. 2 months of social monitoringData-driven Method to Map the Path-to-Purchase
  14. 14. Leveraged Existing Data & Persona Work
  15. 15. Mapped the ‘Gates’ to PurchaseBrand isNOT topof mindLife Event,Most Self-initiate viaOnlineCompareMultipleBrands viaOnlineConfusedFrustratedMostPurchaseOffline
  16. 16. THE APPROACH1. Online survey of customers & non-customers, via AskingCanadians.com2. Map the ‘Gates’ to purchase3. 20 in-depth one-on-one interviews4. 2 months of social monitoring5. Visualize the path-to-purchase6. Conduct a full day stakeholder workshopData-driven Method to Map the Path-to-Purchase
  17. 17. Created a Detailed Visualizationof the Path-to-Purchase
  18. 18. Conducted an Ideation Workshop
  19. 19. THE APPROACH1. Online survey of customers & non-customers,via AskingCanadians.com2. Map the ‘Gates’ to purchase3. 20 in-depth one-on-one interviews4. 2 months of social monitoring5. Visualize the path-to-purchase6. Conduct a full day stakeholder workshop7. Package & Act on the recommendations8. Report & RefineData-driven Method to Map the Path-to-Purchase
  20. 20. INTELLIGENCEImprove customer intelligenceto refine marketing spendCONVERTImprove conversion by betteraligning Coverme.com withconsumers’ purchase journeyACQUIREIncrease brand visibility inphysical & mobile spacesQuick Wins & Long TermThree Buckets of Recommendations
  21. 21. ACQUIRE & CONVERTSIMPLIFY THEBUYING EXPERIENCE
  22. 22. Simplify the online experienceOnline business increased from 9% to 30%
  23. 23. ACQUIRE & CONVERTKEEP THE BRANDTOP OF MINDALIGNING WITH THECONSUMERS’ PURCHASEJOURNEY
  24. 24. Utility to keep the brand top of mind44% unique app usage / month
  25. 25. Mobile Purchase Channel34% of unique visitors / month72% called to purchase
  26. 26. INTELLIGENCE: Data Gathering & ReportingCustomer Satisfaction SurveyAnalytics Social ListeningCentral Dashboard
  27. 27. LESSONS LEARNED• A journey map documents what yourcustomers are doing & why they do it,NOT who they are.• Don’t skip the research. Use real data.• The map is a living document. Continue toupdate over time.
  28. 28. SteveMastPresidentdelvinia.com/work/delvinia-digTHANK YOU!smast@delvinia.comtwitter @stevemastwww.delvinia.com416.779.4149

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