Liberty | Lifestyle Protector

The Brief

We were tasked with researching and mapping out the onboarding journey for the Lifestyle Protector risk product, the objective was to define the positive and negative experiences across all the roles within the journey and provide insights to improve the customers’ and staffs’ overall experience.

For 6 weeks we interviewed and observed various roles within the Risk Onboarding journey.

Expected Project Outcome

Produce a report on our research findings, in which we identified the following:

  • Key Touch Points
  • Successes
  • Pain Points

Our focus was on the expectations, perceptions, and overall experience of the Financial Advisors and Clients in their interactions with Liberty throughout the on-boarding process of the Lifestyle Protection product.

Project Objectives

  • Evaluate, identify key touch points, successes, and pain points in the relationship between Liberty and the Financial Advisors

    • Techniques
      • Observation of interactions with Financial Advisors
      • One-on-one interviews with Financial Advisors

  • Evaluate, identify key touch points, successes, and pain points, in the relationship between the Financial Advisors and their Clients

    • Techniques
      • Observation of interactions between the Financial Advisors and their Clients
      • One-on-one interviews with the Financial Advisors’ Clients

  • Evaluate, identify key touch points, successes, and pain points, in the relationship between Liberty and their Clients

    • Techniques
      • Observation of interactions between Liberty and the Financial Advisors
      • One-on-one interviews with Liberty and the Financial Advisors

Actions

  • Created base-line questions for Advisors and Clients
  • Mapped the process to gain an understanding of the customer journey
  • Identified Financial Advisors from each channel
  • Arranged one-on-one interviews with the Financial Advisors
    • Identified Clients to interview and arranged the interviews
  • Identified Liberty staff who interacted with Financial Advisors and Clients

Arranged one-on-one interviews with the Liberty staff

Outcome

A full report was prepared, identifying the pain points and presenting solutions, and presented to the Executives.