A large American insurance company engaged us to establish a customer-centric digital strategy to support the company’s next stage of strategic growth. The digital strategy looked to define a target customer vision across all customer groups, identifying the strategic and tactical investment required to deliver the vision alongside a scalable, efficient operating model.
- Outcome 1: Designed five customer journeys across key segments
- Outcome 2: Identified 40+ enablers and 10+ foundations to support the strategy
- Outcome 3: Conducted 50+ customer interviews and 12 workshops, including the two executive-level sessions
The challenge
The client needed to improve a customer-centric digital strategy to support the company’s next stage of strategic growth.
Digital capabilities varied across the business. Leadership needed a strategic vision grounded in customer needs and backed by clear investment priorities.
The approach
We ran a 12-week engagement to define the digital strategy, culminating in a five-year milestone roadmap to 2028.
The project was delivered across four key phases:
• Customer vision and target experience: We identified relevant competitor and market trends through research to anchor targe-state customer experiences against. A series of workshop with a total of 40+ client participants resulted in a strong customer vision, experience ambitions, big bets and principles to guide the overall digital strategy.
• Digital foundations & enablers: By summarizing target-state journeys in ‘experience blueprints’, we were able to identify the digital enablers and foundations needed to deliver the customer vision, as well as the technology gaps to be plugged in existing architecture and platforms to achieve the target state.
• Enterprise digital strategy: We aligned with the executive committee on a set of six scenarios (guided by the vision, foundations and enablers) to form the basis of the digital strategy milestone sequencing and implementation approach. This then led to a robust set of strategic recommendations to be supported with tactical and strategic investment.
• Transformation planning: We produced a digital strategy roadmap, change delivery model and change management office structure to mobilize the strategy.
The value delivered
The client has a unified digital strategy with stakeholder buy-in and a clear execution plan. They are now equipped to deliver efficient, scalable and customer-focused experiences through 2028.