Lincoln Financial Group
Designing the customer journey
Lincoln Financial Group is a diversified financial services organization headquartered in the Philadelphia region.
Challenges
The firm’s growth through acquisitions had resulted in many points of entry for the customer. Management believed the time was right to gain a thorough understanding of the customer journey and experience at each touchpoint and to determine which touchpoints are deemed most important to customers.
Actions
Conducted a comprehensive audit of the customer journey for Lincoln Financial Group clients
Developed a map of the various touchpoints that could be used to guide the implementation of a consistent, high-quality customer experience.
Quantified the relative importance of each touchpoint with different audiences and measured Lincoln’s performance in a competitive context
Tested and prioritized more than 50 possible initiatives that were under consideration and recommended 12 that had the greatest impact in delivering against the brand positioning and driving business results