MetLife are a global insurance brand that operates as a unique business in each market, with teams in APAC largely defining their own digital experiences.
They have an overarching vision around customer-centricity, and an excellent set of design principles, but have difficulty actioning them in places like Japan and Korea due to different levels of digital maturity, as well as significant product and system complexity.
These challenges are amplified by the set-and-forget nature of insurance, resulting in a focus on customer acquisition and limited investment in the post-purchase experience.
We collaborated with MetLife’s Japan, Korea, regional, and global teams to facilitate a process that explored unmet customer needs, with the objective of unifying the post-purchase experience.
This included synthesis of years of customer feedback and NPS data, depth interviews, best-in-class digital audits, and workshops with MetLife stakeholders and customers.
We navigated through the complexities of the global organisation, defining a vision and digital strategy that augments the service expectations of users across the region.
The new post-purchase experience created a north star vision for MetLife teams across the APAC region, with a shared digital roadmap for the first time.
The program is being delivered by technology teams in each market, adapting and learning to shift the key post-purchase metrics of NPS and customer retention.
MetLife leaders deepened the relationship with our IPG partners R/GA based on the success of the program, describing the proposition as: “A profound experience that utilises MetLife’s strengths and heritage.”