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Optimization of the Bike & More Digital Customer Subscription Journey

  • by Ethias (Belgium)

Objectives

The objective of the project is to review and improve the customer journey between the online quote and the final signature of the Bike & More insurance contract.

The journey analysis highlighted several friction points for customers, including:

  • a process that still partly relies on paper-based documents
  • relatively long delays between the offer and the contract confirmation
  • multiple customer communications that are sometimes difficult to understand
  • a high number of customer questions addressed to the contact center

The main objectives of the project are to:

  • simplify the customer experience during the subscription journey
  • reduce unnecessary steps in the process
  • improve the clarity and readability of customer communications
  • reduce contact center calls related to contract follow-up
  • prepare the transition towards a fully digital end-to-end customer journey

 

Progress status

Ongoing

Use case ongoing in a continuous improvement phase.

Work team

  • In house with external support
  • Project Management: Project Mgt: Customer Experience (UX), Webmaster and Business teams.
  • External partner/team: External partners: Developed with NRB (Ethias IT subsidiary) and other external partners

Work carried out to date

Several initiatives have been carried out.

  • The subscription journey was analysed in detail, from the online quote to the contract signature, taking into account: digital interactions/internal processes/postal exchanges/back-office interventions
  • Customer experience analysis to identify: most frequent questions/moments of uncertainty/complex admin pain points.
  • Identifying the quick wins: harmonisation of client emails/a simpler insurance proposal (PDF doc.) Including reassuring information following signature/reducing posted mail/less volume of paper documents.

 

First Results & Lessons learnt

The simplification of the subscription journey and clearer customer communication have already delivered encouraging results.

  • A significant increase in the number of new contract requests for the Bike & More product. Improved, simpler journey and less documentary complexity facilitated customer conversion after the online quote.
  • However, the improved journey also revealed an unexpected side effect: an increase in so-called “stillborn contracts.” (Unpaid within 30 days leading to cancellation).
  • Analysis suggests that this can partly be explained in that the journey had become very — perhaps too — smooth and fast, to the point that some customers did not always fully realise they were subscribing.
  • Despite this phenomenon, the overall outcome remains positive: the total number of effective subscriptions continues to grow, confirming the positive impact of the improvements made to the customer journey.

Difficulties encountered & Remainng Challenges

The key challenge is to find the right balance between a seamless customer journey and clear customer commitment.

  • Better clarifying the final steps of the subscription journey so that customers fully understand their commitment better clarifying the final steps of the subscription journey so that customers fully understand their commitment.
  • Improving communication around payment and contract confirmation.
  • reducing the number of “stillborn contracts” without reintroducing unnecessary friction into the digital journey.