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Mapping Manulife's Direct to Consumer Path-to-Purchase
The document discusses a case study of mapping the customer journey for Manulife’s CoverMe insurance products, highlighting the complexity of the path-to-purchase where consumers use multiple online sources and blend online/offline activities. The approach involved online surveys, interviews, and social monitoring to visualize the customer journey and identify key touchpoints and 'gates' to purchase. Recommendations focus on improving customer intelligence, simplifying the buying experience, and enhancing brand visibility in both physical and mobile spaces.
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Mapping Manulife's Direct to Consumer Path-to-Purchase
- 1. CASE STUDY Mapping Manulife’s Directto Consumer Path-to-Purchase
- 2.
- 3. 49%access 5 different onlinesources before purchasing
- 4. 49%access 5 different onlinesources before purchasing
- 5. Consumers continue blendingoffline & 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. AWARENESS PRE-PURCHASE PURCHASEADVOCATE Today’s path-to-purchase is a complex, dynamic & digital journey
- 7. AWARENESS PRE-PURCHASE PURCHASEADVOCATE Today’s path-to-purchase is a complex, dynamic & digital journey Click & CollectVirtual / Pop-up Store Customers Delivering Packages
- 8. WHY MAP THECUSTOMER JOURNEY? Gain deep insight into what your customers are doing Document all existing touch-points Helps reinvent the customer experience
- 9.
- 10. 1. Some evidenceof 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. 1. Some evidenceof 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. To understand andmap 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. THE APPROACH 1. Onlinesurvey 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. Leveraged Existing Data& Persona Work
- 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. THE APPROACH 1. Onlinesurvey 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. Created a DetailedVisualization of the Path-to-Purchase
- 18. Conducted an IdeationWorkshop
- 19. THE APPROACH 1. Onlinesurvey 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. INTELLIGENCE Improve customer intelligence torefine 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. ACQUIRE & CONVERT SIMPLIFYTHE BUYING EXPERIENCE
- 22. Simplify the onlineexperience Online business increased from 9% to 30%
- 23. ACQUIRE & CONVERT KEEPTHE BRAND TOP OF MIND ALIGNING WITH THE CONSUMERS’ PURCHASE JOURNEY
- 24. Utility to keepthe brand top of mind 44% unique app usage / month
- 25. Mobile Purchase Channel 34%of unique visitors / month 72% called to purchase
- 26. INTELLIGENCE: Data Gathering& Reporting Customer Satisfaction SurveyAnalytics Social Listening Central Dashboard
- 27. LESSONS LEARNED • Ajourney 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.