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The insurance industry is ripe with opportunities to create better experiences through customer journey mapping, a proven method of capturing and meeting customers’ needs.

For decades, most insurance companies have relied on agents to work with customers, and few customers look forward to incidents that force them to call their agents.

However, that model is changing as insurers add more digital tools that allow customers to interact through multiple channels and along nonlinear paths. One simple example: a car accident victim might file a claim through their phone app, talk to their agent by voice, and coordinate repairs through email — all while expecting the same seamless service they enjoy when shopping online.

That’s why the smartest insurance companies are exploring customer journey mapping (CJM), a proven approach to understanding customers’ changing needs so insurers can build tools and processes to meet them.

In this interview with journey mapping and persona development software company UXPressia, our Customer Experience Design practice Senior Manager Noah Grayson discusses the unique opportunities CJM offers insurance companies. The interview will also appear as part of a UXPressia white paper.

Read on to learn why Noah believes that CJM can help you sort out your customers’ journeys and reimagine how you deliver smart, efficient end-to-end experiences that will give them a competitive edge.

1. One of the dynamics of the insurance industry that makes journey mapping challenging is the coordination of activity between the carrier and the agent when an agent is involved in selling and servicing a policyholder.
2. The agent’s role and involvement with the policyholder can vary from carrier-to-carrier or even agent-to-agent.
3. It becomes essential to define personas at the start of the journey mapping exercise and develop persona specific maps.

Associated with the above point, the other factor to account for in the journey map is the nonlinear or non-sequential activity that occurs across channels at several phases of the journey. For example, during the claims process, a customer may bounce from interactions with the carrier, agent and digital tools in different sequences. It is important to isolate behavior patterns across channels and use these patterns in the attribution or definition of personas or archetypes. It is also important to visually depict how stakeholders use these various channels during a journey phase to help the organization better optimize the integrated use of each channel.