Swiss insurance company Baloise is taking its life insurance offering in a new direction with the Safer Life concept, moving from a product focus to a service helping customers plan their financial future. To reach new customers, Baloise wants to redesign and extend its digital service channels for its brokers and customers.
Understanding your customer
Preliminary concepts suggested a substantially higher investment than for current channels, so Peel involved customers and brokers in interviews and workshops to better understand their needs. Based on those insights, we developed a roadmap and set priorities together with the Baloise Life management team, and justify and direct investments. While aligning the roadmap with the IT department, Baloise was also able to identify existing application and infrastructure components that could be re-used to save development costs.
Discovering opportunities through customer journey mapping
In another engagement working with the Baloise B2B division, Peel and the division’s management team developed customer journey maps for two products to identify improvement and innovation opportunities to feed a service strategy for the next five years. A series of intensive workshops revealed a wide range of both short-term and longer-term opportunities in terms of roles, procedures, and both analog and digital service channels.
