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CASE STUDY
Mapping 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
Insurance
Products
Insurance
Products
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
Email
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
Most
Purchase
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
INTELLIGENCE
Improve customer intelligence
to refine marketing spend
CONVERT
Improve conversion by better
aligning Coverme.com with
consumers’ purchase journey
ACQUIRE
Increase brand visibility in
physical & mobile spaces
Quick Wins & Long Term
Three Buckets of Recommendations
ACQUIRE & CONVERT
SIMPLIFY THE
BUYING EXPERIENCE
Simplify the online experience
Online 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 mind
44% unique app usage / month
Mobile Purchase Channel
34% of unique visitors / month
72% 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.
SteveMast
President
delvinia.com/work/delvinia-dig
THANK YOU!
smast@delvinia.com
twitter @stevemast
www.delvinia.com
416.779.4149

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Mapping Manulife's Direct to Consumer Path-to-Purchase

  • 1. CASE STUDY Mapping Manulife’s Direct to Consumer Path-to-Purchase
  • 3. 49%access 5 different online sources before purchasing
  • 4. 49%access 5 different online sources before purchasing
  • 5. 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%
  • 6. AWARENESS PRE-PURCHASE PURCHASE ADVOCATE Today’s path-to-purchase is a complex, dynamic & digital journey
  • 7. AWARENESS PRE-PURCHASE PURCHASE ADVOCATE Today’s path-to-purchase is a complex, dynamic & digital journey Click & CollectVirtual / Pop-up Store Customers Delivering Packages
  • 8. WHY MAP THE CUSTOMER JOURNEY?  Gain deep insight into what your customers are doing  Document all existing touch-points  Helps reinvent the customer experience
  • 10. 1. Some evidence of brand confusion 2. Unsure how customers move between marketing channels 3. Online sales are holding, growing demand for mobile SITUATION Insurance Products Insurance Products
  • 11. 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 Email OOH DM Search Social DRTV Display AdsRadio MARKETING CHANNELS
  • 12. 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
  • 13. 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
  • 14. Leveraged Existing Data & Persona Work
  • 15. 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 Most Purchase Offline
  • 16. 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
  • 17. Created a Detailed Visualization of the Path-to-Purchase
  • 19. 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
  • 20. INTELLIGENCE Improve customer intelligence to refine marketing spend CONVERT Improve conversion by better aligning Coverme.com with consumers’ purchase journey ACQUIRE Increase brand visibility in physical & mobile spaces Quick Wins & Long Term Three Buckets of Recommendations
  • 21. ACQUIRE & CONVERT SIMPLIFY THE BUYING EXPERIENCE
  • 22. Simplify the online experience Online business increased from 9% to 30%
  • 23. ACQUIRE & CONVERT KEEP THE BRAND TOP OF MIND ALIGNING WITH THE CONSUMERS’ PURCHASE JOURNEY
  • 24. Utility to keep the brand top of mind 44% unique app usage / month
  • 25. Mobile Purchase Channel 34% of unique visitors / month 72% called to purchase
  • 26. INTELLIGENCE: Data Gathering & Reporting Customer Satisfaction SurveyAnalytics Social Listening Central Dashboard
  • 27. 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.