Textbook: Principles of Marketing for a Digital Age

Case Study: High Utility Episode - The "First Notice of Loss" Journey in Insurance

In insurance, a key journey is when a customer files a claim, known in the industry as the first notice of loss (FNOL). FNOL is particularly challenging for insurers because they must balance multiple objectives at the same time: providing a user-friendly experience (for example, by offering web or mobile interfaces that enable self-service), managing expectations in real-time through alerts or updates, and creating an emotional connection with customers who are going through a potentially traumatic situation - all while collecting the most accurate information possible and keeping costs in line. One leading North American insurer discovered it could design advanced capabilities that would improve the customer experience and provide corporate value using digitization, analytics, and IPA.

For Discussion

1. What might a customer experience map reveal for customers filing an insurance claim? Why is this a challenge for insurance brands?
2. What are the primary points of friction that insurance customers are likely to experience when seeking reimbursement for a loss? How can episodes be redesigned to reduce those sources of friction?
3. How could the insurance company use the six pillars of customer experience in its service redesign?