Southern Cross Pet Insurance Customer Experience Strategy
Barking up the right tree - with customer-based Moments that Matter.
Background
D&Co partnered with Southern Cross Pet Insurance to develop an insight-led customer experience strategy centred on the Moments that Matter most to pet owners. The programme combined journey mapping, frontline research, customer and vet interviews and quantitative validation to create a practical CX resource for internal teams.
D&Co expertise
Customer Experience Strategy · Customer Research · Journey Mapping · Moments that Matter · Quantitative Research · Service Design
The challenge
When considering any customer experience, knowing where to focus and what to focus on, is fast becoming the only way to differentiate yourself from the competition. And when your customer is a pet, that presents all kinds of new opportunities!
“D&Co came highly recommend having undertaken a great piece of CX business for our friends at Southern Cross Health Insurance. Russ and his team were great to work with and have a knack at turning raw insight into actionable benefit statements that help our teams to accelerate product and service design.”
— Bridgette Muir, Head of Product & Marketing, Southern Cross Pet Insurance
“It’s been a rewarding journey supporting the Southern Cross brand across health insurance and now the pet insurance business. D&Co’s Moments that Matter framework is helping businesses like Southern Cross to identify what truly matters to their customers and for their teams to work on breakthrough solutions aligned to these critical insights.”
— Russ Douglas, Founder & Principal Strategist at D&Co
The Moments that Matter to Southern Cross Pet Insurance customers.
Our solution
Using D&Co’s proprietary tools, we developed a comprehensive set of customer insights and a range of practical tools to help teams to focus on what truly matters most.
Pet insurance is an emotive space – nobody wants their beloved pets to come to any harm, but owners also want to avoid massive vet fees if and when they do. To understand this headspace, we worked with internal teams at SCPI to get a feel for their processes and perspectives. We then interviewed frontline staff to understand their ‘gain points’ and ‘pain points’ – especially when supporting customers.
Next, we spoke with real customers and vets for an honest understanding of their experience with Southern Cross Pet Insurance. These interviews highlighted a number of important insights which were then used to frame key ‘needs’ statements, which we then collared with quantitative research to assess and validate.
The Moments that Matter
This thorough approach and analysis led to the delivery of a practical CX resource for the team – one which provides absolute clarity on the things that are most important to pet owners at every stage of their experience with Southern Cross.
The resource is now being used by internal teams to help differentiate the insurer from others in the market, and deliver what matters most to the customer. Whether they’re human, fur-babies, or even feathered!
Deliverables:
Desktop research. Journey mapping. Ethnographic research. Voice of the Business, Voice of the Team, Voice of Vet and Voice of the Customer reports. Customer and Vet stories. Quantitative research. Synthesis. CX Strategy formation.
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