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.