Bupa

Customer journey analysis for a more personalised communication strategy

Background

Bupa is the UK’s largest private healthcare and medical insurance company. Their focus has always been to help people live longer, healthier, happier lives, and they have the ambition to become the world’s most customer-centric healthcare company.

Bupa had built an email programme to welcome new customers. Its aim was to create a seamless customer journey from policy take-up to the end of the first year, meeting the needs of various audience, improving customer engagement, retaining business, and creating brand advocates.

DCX was selected to review the strategy and the customer journey, and propose improvements within an increasingly challenging competitor landscape.

Solution

During a series of workshops with Bupa’s marketing team - and applying data from a range of sources - we helped redefine the customer journey, and made recommendations on email targeting, content, and messaging.

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Data analysis helped us better identify customer life stage, length of Bupa relationship, engagement trends and content preferences.

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When combined with other insights, this helped us develop a more personalised communication strategy that included relevant cross-selling and customer rewards.

We also created robust reporting dashboards in Tableau to measure programme effectiveness and guide future strategy.

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