Bupa

Customer journey analysis

The UK’s largest private healthcare and medical insurance company introduced an email programme to welcome new customers in 2016.

Its aim was to create a seamless customer journey from policy take-up to the end of the first year that met the needs of various audiences – and in turn improved customer engagement, retained business and created brand advocates.

We were engaged in 2018 to review the strategy and propose improvements within an increasingly challenging competitor landscape.

During a series of workshops with Bupa’s marketing team – and applying data from a range of sources – we helped redefine the customer journey, and made recommendations on email targeting, content and messaging.

Data analysis helped us better identify customer life stage, length of Bupa relationship, engagement trends and content preferences.

When combined with other insights, this helped us develop a more personalised communication strategy that included relevant cross-selling and customer rewards. We also created robust reporting dashboards in Tableau to measure programme effectiveness and guide future strategy.

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