Tengja worked with Sovereign stakeholders to envision the future customer journey and formulated the organization’s digital strategy. The approach aligned stakeholders and elevated their customer-centric mindset.
Sovereign Insurance is the business insurance brand within the Co-operators Group of Companies. In the past, Sovereign was highly-focused on one-on-one relationships with its distribution partners and end clients, and did not invest significantly in its digital channel. With digital becoming an important touch point for sales support and customer service, Sovereign needed to better leverage digital to support its customers effectively. Tengja was engaged to help Sovereign define its website strategy and business requirements.
INSIGHTS & STRATEGY
Through a customer-centric, outside-in approach, Tengja started by interviewing Sovereign customers – both distribution partners and end clients – to better understand their needs and expectations. One of the key insights from the customer interviews was that being able to self-serve anytime, anywhere is considered an important part of good customer service. Complementing the customer interviews, Tengja also interviewed Sovereign stakeholders to understand their business challenges and aspirations, as well as, conducted a thorough landscape scan to benchmark Sovereign against its competitors and identify best of breed to learn from.
The synthesized insights were shared with Sovereign stakeholders as a starting point to formulate the Sovereign Website Strategy and Business Requirements. To effectively ideate and gain buy-in across stakeholder groups, Tengja mapped out the current customer journey and facilitated customer journey mapping workshops to paint a picture of the future customer journey in collaboration with Sovereign stakeholders.
Through the insights and future customer journey vision derived, Tengja developed the Sovereign Website Strategy and Business Requirements. The Sovereign Website Strategy artifact provided a unified vision and action plan for stakeholders across the organization. The Business Requirements Document provided the implementation team with clear requirements to plan and build against while ensuring the business goals and customer needs would be met.
The project also acted as a catalyst project to educate and elevate Sovereign stakeholders’ mindset around digital customer experience. The new site became the digital customer experience benchmark for all future digital initiatives. To date, Tengja continues to work with Sovereign as they go through their digital maturity curve.
See the site that was implemented based on Tengja’s digital strategy and business requirements.