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developing consumer-led   strategies 

case study : developing consumer-led strategy and propositions for both the end client and intermediary customer in a multi-channel age

the business challenge

Increasing regulatory and compliance changes in the advisor arena, and a shift to a more direct consumer buying model in the protection market, meant our client needed to rethink their strategy and propositions if they were to remain competitive.

They called on our expertise in applying customer-centric thinking to create unique and innovative consumer and advisor-led propositions that would deliver growth.

our approach

We took the client through a thorough discovery phase of their existing business and worked through scenarios with them to envision the strategic future of their business.

We designed and road-tested modular-based approaches to propositions that would enhance product and service offerings for advisors and change the advisory role of the sales team – reducing complexity and taking full advantage of digital, technological and multichannel capabilities and opportunities into account.

the outcome

The project delivered customer-tested concepts for both consumer and adviser value propositions in a sector which had seen little innovation for more than a decade. 

Defining the B2B and B2B2C customer journeys the business would need to support throughout the customer life-cycle, enabled the team to understand the operating model implications of delivering the new customer-led strategy and to develop a phased approach to transforming the business from where they were over a three-year period.

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