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

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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.

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.

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

  1. 1. CASE STUDY Mapping Manulife’s Direct to Consumer Path-to-Purchase
  2. 2. Why map the CUSTOMER JOURNEY?
  3. 3. 49%access 5 different online sources before purchasing
  4. 4. 49%access 5 different online sources before purchasing
  5. 5. Consumers continue blending offline & online activities during the path-to-purchase Research offline, Buy offline Research online, Buy offline Research online, Buy online Travel Financial Car 70% 327% 39% 25%36% 19% 74%7%
  6. 6. AWARENESS PRE-PURCHASE PURCHASE ADVOCATE Today’s path-to-purchase is a complex, dynamic & digital journey
  7. 7. AWARENESS PRE-PURCHASE PURCHASE ADVOCATE Today’s path-to-purchase is a complex, dynamic & digital journey Click & CollectVirtual / Pop-up Store Customers Delivering Packages
  8. 8. WHY MAP THE CUSTOMER JOURNEY?  Gain deep insight into what your customers are doing  Document all existing touch-points  Helps reinvent the customer experience
  9. 9. CASE STUDY
  10. 10. 1. Some evidence of brand confusion 2. Unsure how customers move between marketing channels 3. Online sales are holding, growing demand for mobile SITUATION Insurance Products Insurance Products
  11. 11. 1. Some evidence of brand confusion 2. Unsure how customers move between marketing channels 3. Online sales are holding, growing demand for mobile Call CentreCoverme.com PURCHASE CHANNELS SITUATION Email OOH DM Search Social DRTV Display AdsRadio MARKETING CHANNELS
  12. 12. To understand and map the path-to- purchase as a means to improve the buying process for CoverMe insurance products and to better leverage digital experiences at each stage. THE ASK
  13. 13. THE APPROACH 1. Online survey of customers & non- customers, via AskingCanadians.com 2. Map the ‘Gates’ to purchase 3. 20 in-depth one-on-one interviews 4. 2 months of social monitoring Data-driven Method to Map the Path-to-Purchase
  14. 14. Leveraged Existing Data & Persona Work
  15. 15. Mapped the ‘Gates’ to Purchase Brand is NOT top of mind Life Event, Most Self- initiate via Online Compare Multiple Brands via Online Confused Frustrated Most Purchase Offline
  16. 16. THE APPROACH 1. Online survey of customers & non- customers, via AskingCanadians.com 2. Map the ‘Gates’ to purchase 3. 20 in-depth one-on-one interviews 4. 2 months of social monitoring 5. Visualize the path-to-purchase 6. Conduct a full day stakeholder workshop Data-driven Method to Map the Path-to-Purchase
  17. 17. Created a Detailed Visualization of the Path-to-Purchase
  18. 18. Conducted an Ideation Workshop
  19. 19. THE APPROACH 1. Online survey of customers & non-customers, via AskingCanadians.com 2. Map the ‘Gates’ to purchase 3. 20 in-depth one-on-one interviews 4. 2 months of social monitoring 5. Visualize the path-to-purchase 6. Conduct a full day stakeholder workshop 7. Package & Act on the recommendations 8. Report & Refine Data-driven Method to Map the Path-to-Purchase
  20. 20. INTELLIGENCE Improve customer intelligence to refine marketing spend CONVERT Improve conversion by better aligning Coverme.com with consumers’ purchase journey ACQUIRE Increase brand visibility in physical & mobile spaces Quick Wins & Long Term Three Buckets of Recommendations
  21. 21. ACQUIRE & CONVERT SIMPLIFY THE BUYING EXPERIENCE
  22. 22. Simplify the online experience Online business increased from 9% to 30%
  23. 23. ACQUIRE & CONVERT KEEP THE BRAND TOP OF MIND ALIGNING WITH THE CONSUMERS’ PURCHASE JOURNEY
  24. 24. Utility to keep the brand top of mind 44% unique app usage / month
  25. 25. Mobile Purchase Channel 34% of unique visitors / month 72% called to purchase
  26. 26. INTELLIGENCE: Data Gathering & Reporting Customer Satisfaction SurveyAnalytics Social Listening Central Dashboard
  27. 27. LESSONS LEARNED • A journey map documents what your customers 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 to update over time.
  28. 28. SteveMast President delvinia.com/work/delvinia-dig THANK YOU! smast@delvinia.com twitter @stevemast www.delvinia.com 416.779.4149

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