Developing a Customer Onboarding Experience Baseline Assessment for an Insurance Provider

The Challenge

Our client, a leading insurance provider, provides policies to insureds looking to have sufficient end-of-life insurance in place to cover funeral and memorial services costs.  To improve its customer onboarding process, our client wanted to establish a baseline of customer activity and satisfaction with the various activities, content, tools and services in the onboarding process. 

The Solution

We proposed developing a Customer Onboarding Experience Baseline Assessment to assess the following factors:

• Participation in Onboarding activities – which activities did they participate in (welcome emails, downloads, reviews, feedback, etc.)
• Awareness – measuring the awareness of the various content, services, communications and information that new customers receive
• Importance – assessing the importance of various factors, from a customer perspective, in their retention of the client’s policy.
• Satisfaction/Effectiveness – assessing the effectiveness of the current content, tools, information and communications available
• Sentiment – a qualitative perspective of how they feel during the sales process to uncover emotional and behavioural factors and feelings
• Improvement/Best Practices – determining what improvements are warranted to address their underlying needs and identifying practices from other companies that effectively address their concerns and the entire onboarding experience (that can be used to refine MVP’s in the future)
• Brand perceptions – assessing impact of the onboarding customer experiences on the client’s brand equity

All planned research was developed and executed within 60 days.

The Results

• Insights generated from this study were successfully integrated within existing client journey frameworks to provide a robust Customer Onboarding Baseline Dashboard.
• Key improvement areas were identified and outlined for the client to improve the customer onboarding experience.