{"id":2171,"date":"2025-06-06T12:18:51","date_gmt":"2025-10-07T13:40:34","guid":{"rendered":"https:\/\/www.elixirr.com\/en-us\/?post_type=case_study&p=2171"},"modified":"2025-11-25T12:06:46","modified_gmt":"2025-11-25T12:06:46","slug":"building-a-digital-future-from-the-customer-backwards","status":"publish","type":"case_study","link":"https:\/\/www.elixirr.com\/en-us\/case-studies\/building-a-digital-future-from-the-customer-backwards\/","title":{"rendered":"Building a digital future from the customer backwards"},"content":{"rendered":"\n
\n
\n

A large American insurance company engaged us to establish a customer-centric digital strategy to support the company\u2019s 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.<\/p>\n

\n
    \n
  • Outcome 1: Designed five customer journeys across key segments<\/li>\n
  • Outcome 2: Identified 40+ enablers and 10+ foundations to support the strategy<\/li>\n
  • Outcome 3: Conducted 50+ customer interviews and 12 workshops, including the two executive-level sessions<\/li>\n<\/ul>\n<\/div>\n <\/div>\n <\/div>\n<\/section>\n\n\n\n
    \n
    \n

    \n The challenge<\/h2>
    \n
    \n

    The client needed to improve a customer-centric digital strategy to support the company\u2019s next stage of strategic growth.<\/p>\n

    Digital capabilities varied across the business. Leadership needed a strategic vision grounded in customer needs and backed by clear investment priorities.<\/p>\n <\/div>\n <\/div>\n <\/div> <\/div>\n<\/section>\n\n\n\n

    \n
    \n

    \n The approach<\/h2>
    \n
    \n
    \n

    We ran a 12-week engagement to define the digital strategy, culminating in a five-year milestone roadmap to 2028.<\/p>\n

    The project was delivered across four key phases:\u200b<\/p>\n

    \u2022\u00a0<\/span>Customer vision and target experience:\u00a0<\/strong>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\u200b.<\/p>\n

    \u2022\u00a0<\/span>Digital foundations & enablers:\u00a0<\/strong>By summarizing target-state journeys in \u2018experience blueprints\u2019, 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.<\/p>\n

    \u2022\u00a0<\/span>Enterprise digital strategy:\u00a0<\/strong>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\u200b.<\/p>\n

    \u2022\u00a0<\/span>Transformation planning:\u00a0<\/strong>We produced a digital strategy roadmap, change delivery model and change management office structure to mobilize the strategy.<\/p>\n<\/div>\n <\/div>\n <\/div>\n <\/div> <\/div>\n<\/section>\n\n\n\n

    \n
    \n

    \n The value delivered<\/h2>
    \n
    \n

    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.<\/p>\n <\/div>\n <\/div>\n <\/div> <\/div>\n<\/section>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":55392,"template":"","related_service":[47],"related_industry":[60],"class_list":["post-2171","case_study","type-case_study","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"\nBuilding a digital future from the customer backwards - Elixirr<\/title>\n<meta name=\"description\" content=\"A US insurer created a customer-centric digital strategy\u2014defining five target journeys, 40+ enablers and a 5-year roadmap through 2028.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.elixirr.com\/en-us\/case-studies\/building-a-digital-future-from-the-customer-backwards\/\" \/>\n<meta property=\"og:locale\" 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srcset=\"https:\/\/www.elixirr.com\/en-us\/wp-content\/uploads\/sites\/2\/2025\/10\/Building-a-digital-future-from-the-customer-backwards2400x1440.jpg 820w, https:\/\/www.elixirr.com\/en-us\/wp-content\/uploads\/sites\/2\/2025\/10\/Building-a-digital-future-from-the-customer-backwards2400x1440-300x180.jpg 300w, https:\/\/www.elixirr.com\/en-us\/wp-content\/uploads\/sites\/2\/2025\/10\/Building-a-digital-future-from-the-customer-backwards2400x1440-768x461.jpg 768w, https:\/\/www.elixirr.com\/en-us\/wp-content\/uploads\/sites\/2\/2025\/10\/Building-a-digital-future-from-the-customer-backwards2400x1440-87x52.jpg 87w, https:\/\/www.elixirr.com\/en-us\/wp-content\/uploads\/sites\/2\/2025\/10\/Building-a-digital-future-from-the-customer-backwards2400x1440-319x191.jpg 319w, https:\/\/www.elixirr.com\/en-us\/wp-content\/uploads\/sites\/2\/2025\/10\/Building-a-digital-future-from-the-customer-backwards2400x1440-479x287.jpg 479w, https:\/\/www.elixirr.com\/en-us\/wp-content\/uploads\/sites\/2\/2025\/10\/Building-a-digital-future-from-the-customer-backwards2400x1440-567x340.jpg 567w, https:\/\/www.elixirr.com\/en-us\/wp-content\/uploads\/sites\/2\/2025\/10\/Building-a-digital-future-from-the-customer-backwards2400x1440-767x460.jpg 767w\" sizes=\"(max-width: 820px) 100vw, 820px\" \/> <div class=\"wp-component-card__preview-icon\">\n <span class='edwp-svg '><svg width=\"47\" height=\"47\" viewBox=\"0 0 47 47\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n<g>\n<path d=\"M23.4141 0.539062C36.1232 0.539183 46.4258 10.8416 46.4258 23.5508C46.4257 36.2599 36.1231 46.5624 23.4141 46.5625C10.7049 46.5625 0.402465 36.2599 0.402344 23.5508C0.402344 10.8415 10.7048 0.539062 23.4141 0.539062ZM23.4141 1.68945C11.3606 1.68945 1.55273 11.4974 1.55273 23.5508C1.55286 35.6041 11.3607 45.4111 23.4141 45.4111C35.4673 45.411 45.2743 35.604 45.2744 23.5508C45.2744 11.4974 35.4674 1.68957 23.4141 1.68945Z\" fill=\"currentColor\"\/>\n<path d=\"M19.2841 33.6992C18.9579 33.6986 18.6374 33.6111 18.3543 33.4454C17.7167 33.0759 17.3203 32.3585 17.3203 31.5797V15.8189C17.3203 15.0379 17.7167 14.3227 18.3543 13.9531C18.6442 13.7827 18.9735 13.6951 19.3078 13.6994C19.6421 13.7037 19.9692 13.7998 20.2548 13.9776L33.4237 22.0406C33.6981 22.2166 33.9244 22.461 34.0812 22.751C34.238 23.0409 34.3203 23.3668 34.3203 23.6982C34.3203 24.0295 34.238 24.3555 34.0812 24.6454C33.9244 24.9353 33.6981 25.1798 33.4237 25.3558L20.2527 33.421C19.9604 33.6017 19.6256 33.6979 19.2841 33.6992Z\" fill=\"currentColor\"\/>\n<\/g>\n<\/svg>\n<\/span> <\/div>\n <\/figure>\n <div class=\"wp-component-card__content edwp-row-load\">\n <p class=\"wp-component-card__eyebrow\">\n Digital Strategy <\/p>\n <a href='https:\/\/www.elixirr.com\/en-us\/case-studies\/building-a-digital-future-from-the-customer-backwards\/' class='wp-component-card__title'>\n <h2>\n Building a digital future from the customer backwards\n <\/h2>\n <\/a> <div class=\"wp-component-card__meta\">\n <p class=\"wp-component-card__date\">\n 06 June 2025 <\/p>\n <div class=\"wp-component-card__terms\">\n <div class=\"wp-component-tags edwp-component\">\n <div class=\"wp-component-tags__tag\">\n Insurance <\/div>\n <div class=\"wp-component-tags__tag\">\n Digital Strategy <\/div>\n <\/div>\n <\/div>\n <\/div>\n <div class=\"wp-component-card__button-wrapper\">\n <button class=\"btn btn--link arrow wp-component-card__button\">\n Read more <span class='edwp-svg '><svg width=\"20\" height=\"20\" viewBox=\"0 0 20 20\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n<g id=\"Lg\">\n<path id=\"Vector\" d=\"M1.12509 9.50162H15.8648L9.43259 3.06941C9.374 3.0113 9.3275 2.94216 9.29576 2.86599C9.26403 2.78981 9.24769 2.70811 9.24769 2.62559C9.24769 2.54307 9.26403 2.46137 9.29576 2.38519C9.3275 2.30902 9.374 2.23988 9.43259 2.18177C9.54971 2.06535 9.70814 2 9.87328 2C10.0384 2 10.1969 2.06535 10.314 2.18177L17.8151 9.6829C17.8737 9.74101 17.9202 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