MetLife App Post Purchase Experience
MetLife is one of the largest global providers of insurance and benefit programs, with 90 million customers in over 60 countries. MetLife partnered with R/GA to transform and unify their digital Post Purchase Experience across Asia-Pacific (APAC).
The transformation of MetLife APAC implored us to think of what the future CX model could look like, with a focus on an emerging market (Japan) and an established market (Korea).
Our north star was to engage customers through a meaningful, personalized experience that enables them to understand MetLife products and utilize services, so that they feel confident about their future.
Personalized Onboarding
Use the onboarding process to learn about the customer so a more engaging and personalized experience across profile, tailored features and hierarchy of menus / actions can be delivered.
Clear Coverage
Clear and concise policy information, using simple human conversational language, that shows exactly what a customer is and isn't covered for - allowing for transparency.
Contextual Lists
Emphasize clarity and hierarchy of information for the user – with plain language lists that allow them to triage, solve problems, and complete simple tasks.
Holistic Life Planner
Allow customers to create scenarios and plan for key financial moments throughout their lives, through the digitisation of the life planning tools we already use during sales.
Digital Agent
Make the customer feel valued by augmenting their relationship with their agent through a digital interface.
Changing or Cancelling a Policy
Allow frictionless cancellations and changes of services, with clear descriptions of options and any critical decision making information. We want to let digital native customers complete the task and for those who want a human fallback, they will have that option available.
Triaged Support at your Fingertips
Triaging support so customers can resolve their problems through an empathetic combination of AI and customer support, with the triage process outcome based on the complexity of the problem.
How did we get there?
Unifying the experience meant revisiting all APAC markets and guiding executive stakeholders across Korea, Japan, APAC and the US (global) through a large transformation. Across the project we undertook the following tasks:
Revisiting the digital PPX proposition in APAC
Researching customers unmet needs in Japan & Korea
Revisiting the digital PPX proposition in APAC and defining a vision & unified strategy for the region
Testing and validating new features & functionalities for Japan and Korea
Prioritizing and developing a product roadmap
Leading design sprints and workshops leading to development across R/GA & MetLife
Laying the foundation for versioning & scalability across APAC
Discovery allowed us to set expectations, uncover research and insights and align on the best approach for moving forward
Aligning stakeholder expectations locally, regionally and globally were vital for the success of the project
Understand the vision and ideal future state for the post purchase perspective.
Understand brand purpose, vision and distinct value proposition within Japan / Korea / APAC, from both a business and customer centric lens
Uncover the current business state and sentiments in relation to the current offering. What are the current pain points, needs and key insights of the business
Customer interviews across Korea and Japan uncovered varied results between the customer groups.
Customer attitudes and expectations are the same for both in Korea & Japan - delivering on those must cater to their behaviors
The PPX solution needs to be simple, tailored and highlight critical information
The PPX touchpoints across markets need to take into consideration all levels of digital literacy and understanding
Auditing the digital and competitor landscape
We audited best-in-class properties globally, identifying what makes a great post-purchase experience, mapping each competitor back to MetLife’s experience principles and helping us to define exceptional experiences, inform Prioritization and close the gap between business logic and experience principles
Behavioral archetypes shaped our customer understanding
Behavioral archetypes were built on extensive research and data and focused on a group's needs, motivations and pain points. They captured the characteristics of particular customer groups and focused around what those customers were doing and what they were hoping to achieve along the way.
Jobs to be done paving the way forward
JTBD helped us rationalize what a customer was trying to achieve at any given moment, as well as explore their motivation in their search for a solution to their ‘problem.’ This allowed us to hone in on areas for prioritization during the definition phase.
The Product came to life during this phase, as we honed in on the most imperative aspects of a PPX solution for customers
The Experience Map identified 20 journey touchpoints in the PPX – validated and mapped with local MetLife teams
In workshops with MetLife teams we identified 43 concepts along the breadth of the journey.
Prioritization workshops focused on customer desirability, business viability, and tech and operational feasibility.
Through the Design phase, we created prototypes for each concept, drawing from MetLife’s Design System.
We tested the following concepts with 20 customers across Japan and Korea to understand whether customers would actually want to use them. We also ran multiple workshops with all MetLife teams to receive and discuss feedback.
Looking to the future
As we moved to implementation, we identified 3 enablers that helped to build MetLife’s organizational capability around the PPX, helping to establish these initial features and laying the groundwork for adoption
Modular experiences
To achieve regional scalability and local relevance, we envisioned the PPX as a modular experience owned by the APAC team, will enable the transformation and unification of the experience
Customer modelling
Understanding customer behaviours forms the basis for personalised experiences across the region through 3 different dimensions and lenses (Behavioural archetypes, customer life cycle, local context)
Culture of experimentation
Defining the PPX roadmap by continuously improving the experience with learnings from each market. Using data, consumer feedback, local expertise and iterations to test and refine the new concepts.
Post Purchase Experience is a customer portal accessible through the MetLife App
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