Mapping Manulife's Direct to Consumer Path-to-Purchase
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CASE STUDY 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.
Transcript of Mapping Manulife's Direct to Consumer Path-to-Purchase
CASE STUDYMapping Manulife’s Direct to Consumer Path-to-Purchase
Why map the CUSTOMER JOURNEY?
49%access 5 different
online sources before purchasing
49%access 5 different
online sources before purchasing
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%
AWARENESS PRE-PURCHASE PURCHASE ADVOCATE
Today’s path-to-purchase is a complex, dynamic & digital journey
AWARENESS PRE-PURCHASE PURCHASE ADVOCATE
Today’s path-to-purchase is a complex, dynamic & digital journey
Click & CollectVirtual / Pop-up Store Customers Delivering Packages
WHY MAP THE CUSTOMER JOURNEY?
Gain deep insight into what your customers are doing
Document all existing touch-points
Helps reinvent the customer experience
CASE STUDY
1. Some evidence of brand confusion
2. Unsure how customers move between marketing channels
3. Online sales are holding, growing demand for mobile
SITUATION
Critical
Illness
Health
Dental
Travel
Life
InsuranceProducts
InsuranceProducts
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
OOH
DM
Search
Social
DRTV
Display AdsRadio
MARKETING CHANNELS
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
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
Leveraged Existing Data & Persona Work
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
MostPurchase
Offline
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
Created a Detailed Visualization of the Path-to-Purchase
Conducted an Ideation Workshop
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
INTELLIGENCEImprove customer intelligence
to refine marketing spend
CONVERTImprove conversion by better aligning Coverme.com with
consumers’ purchase journey
ACQUIREIncrease brand visibility in physical & mobile spaces
Quick Wins & Long Term
Three Buckets of Recommendations
ACQUIRE & CONVERT
SIMPLIFY THE BUYING EXPERIENCE
Simplify the online experienceOnline business increased from 9% to 30%
ACQUIRE & CONVERT
KEEP THE BRAND TOP OF MIND
ALIGNING WITH THE CONSUMERS’ PURCHASE
JOURNEY
Utility to keep the brand top of mind44% unique app usage / month
Mobile Purchase Channel34% of unique visitors / month72% called to purchase
INTELLIGENCE: Data Gathering & Reporting
Customer Satisfaction SurveyAnalytics Social Listening
Central Dashboard
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.
Ste
ve M
ast
Pre
sid
en
t
delvinia.com/work/delvinia-dig
THANK YOU!
[email protected] @stevemastwww.delvinia.com416.779.4149
