In his presentation at the CMA's 2013 National Convention, Delvinia President Steve Mast shared examples from Delvinia's work with Manulife Financial, Steve will illustrate how the firm used customer journey mapping within its direct to consumer business to identify opportunities to innovate and improve the customer experience.

1. CASE STUDY
Mapping Manulife’s
Direct to Consumer
Path-to-Purchase

2. Why map the
CUSTOMER
JOURNEY?

3. 49%access 5 different
online sources
before purchasing

4. 49%access 5 different
online sources
before purchasing

5. Consumers continue blending offline &
online activities during the path-to-purchase
Research offline,
Buy offline
Research online,
Buy offline
Research online,
Buy online
Travel
Financial
Car
70% 327%
39% 25%36%
19% 74%7%

6. AWARENESS PRE-PURCHASE PURCHASE ADVOCATE
Today’s path-to-purchase is a complex,
dynamic & digital journey

7. AWARENESS PRE-PURCHASE PURCHASE ADVOCATE
Today’s path-to-purchase is a complex,
dynamic & digital journey
Click & CollectVirtual / Pop-up Store Customers Delivering Packages

8. WHY MAP THE CUSTOMER JOURNEY?
 Gain deep insight into what your
customers are doing
 Document all existing touch-points
 Helps reinvent the customer experience

9. CASE STUDY

10. 1. Some evidence of
brand confusion
2. Unsure how customers
move between
marketing channels
3. Online sales are
holding, growing
demand for mobile
SITUATION
Insurance
Products
Insurance
Products

11. 1. Some evidence of
brand confusion
2. Unsure how customers
move between
marketing channels
3. Online sales are
holding, growing
demand for mobile
Call CentreCoverme.com
PURCHASE CHANNELS
SITUATION
Email
OOH
DM
Search
Social
DRTV
Display AdsRadio
MARKETING CHANNELS

12. To understand and map the path-to-
purchase as a means to improve
the buying process for CoverMe
insurance products and to better
leverage digital experiences at
each stage.
THE ASK

13. THE APPROACH
1. Online survey of customers & non-
customers, via AskingCanadians.com
2. Map the ‘Gates’ to purchase
3. 20 in-depth one-on-one interviews
4. 2 months of social monitoring
Data-driven Method to Map the Path-to-Purchase

14. Leveraged Existing Data & Persona Work

15. Mapped the ‘Gates’ to Purchase
Brand is
NOT top
of mind
Life Event,
Most Self-
initiate via
Online
Compare
Multiple
Brands via
Online
Confused
Frustrated
Most
Purchase
Offline

16. THE APPROACH
1. Online survey of customers & non-
customers, via AskingCanadians.com
2. Map the ‘Gates’ to purchase
3. 20 in-depth one-on-one interviews
4. 2 months of social monitoring
5. Visualize the path-to-purchase
6. Conduct a full day stakeholder workshop
Data-driven Method to Map the Path-to-Purchase

17. Created a Detailed Visualization
of the Path-to-Purchase

18. Conducted an Ideation Workshop

19. THE APPROACH
1. Online survey of customers & non-customers,
via AskingCanadians.com
2. Map the ‘Gates’ to purchase
3. 20 in-depth one-on-one interviews
4. 2 months of social monitoring
5. Visualize the path-to-purchase
6. Conduct a full day stakeholder workshop
7. Package & Act on the recommendations
8. Report & Refine
Data-driven Method to Map the Path-to-Purchase

20. INTELLIGENCE
Improve customer intelligence
to refine marketing spend
CONVERT
Improve conversion by better
aligning Coverme.com with
consumers’ purchase journey
ACQUIRE
Increase brand visibility in
physical & mobile spaces
Quick Wins & Long Term
Three Buckets of Recommendations

21. ACQUIRE & CONVERT
SIMPLIFY THE
BUYING EXPERIENCE

22. Simplify the online experience
Online business increased from 9% to 30%

23. ACQUIRE & CONVERT
KEEP THE BRAND
TOP OF MIND
ALIGNING WITH THE
CONSUMERS’ PURCHASE
JOURNEY

24. Utility to keep the brand top of mind
44% unique app usage / month

25. Mobile Purchase Channel
34% of unique visitors / month
72% called to purchase

26. INTELLIGENCE: Data Gathering & Reporting
Customer Satisfaction SurveyAnalytics Social Listening
Central Dashboard

27. LESSONS LEARNED
• A journey map documents what your
customers are doing & why they do it,
NOT who they are.
• Don’t skip the research. Use real data.
• The map is a living document. Continue to
update over time.

28. SteveMast
President
delvinia.com/work/delvinia-dig
THANK YOU!
smast@delvinia.com
twitter @stevemast
www.delvinia.com
416.779.4149