The Problem
# A Digital Evolution to Create Customer-Focused Services and Beat the Rising Competition
A national healthcare insurance provider’s pharmacy division was growing, but they faced increased competition from other pharmacies and non-traditional players entering the market. In addition, customers’ needs, preferences, and behaviors were evolving, prompting the company’s cross-functional leaders to rethink their capabilities to serve an increasingly digital-native customer. The organization sought to evolve its digital assets and create a revolutionary customer-focused service offering across a five-year timeline. The team partnered with Propeller to facilitate this forward momentum by analyzing the external environment, synthesizing internal insights, and uncovering customer inputs to broaden the client’s customer knowledge and inform strategic direction.
The Approach
# Developing a Holistic Strategy to Improve the Customer Journey
Propeller scoped two phases of work. First, to deliver foundational competitive and customer insights and then frame a strategic direction to support the company’s business goals. This approach provided an outside-in view of the competitive landscape. The team then created an internal vision and future state journey map by applying iterative design thinking methods.
Initial research focused on competitive benchmarking to ensure the designs elevated the client’s long-term competitive positioning. The team also collaborated with internal stakeholders and external customers to build a shared vision and solicit additional insights to design the ideal future state customer journey. To frame a holistic strategy for the future state experience, Propeller consultants synthesized common themes and data points.
# Services Provided
- Customer Research
- CX Strategy + Roadmap
- Strategic Vision Workshop
- Personas + Journey Mapping
- Stakeholder Engagement
- Competitive Benchmarking
Value Delivered
# An Aligned Vision and Ongoing Execution for Success
Propeller delivered an aligned purpose, vision, and view of the future state customer journey with evergreen design principles to guide ongoing execution, as well as clearly defined workstreams that included near, mid, and long-term opportunities and success metrics.
