In adjusting to a ‘new normal’, many Hong Kong people have had to make changes in their lives, including the insurance and healthcare services they need, as a result of the COVID-19 pandemic.
To provide better support during and beyond these challenging times, Bupa in Hong Kong faced the challenge of enhancing the accessibility of their services through a variety of digital initiatives.
To keep centred on the customer throughout this period of digital transformation, Bupa HK worked with InSites Consulting to establish digital journeys across the entire customer lifecycle.
We first conducted a scoping workshop and stakeholder interviews to map out the customer lifecycle and prioritize up to six distinct digital journeys to further investigate. From the stakeholder sessions, we identified claims as a priority area to gain more in-depth understanding, using Customer Journey Maps (CJMs).
We talked to Bupa customers with a range of claims experience, to learn about their most recent claim. A blog helped understand participants’ medical and insurance history, and online interviews diagnosed the experience step by step.
On completion of this CJM, we moved to the next important journey, which was understanding the connections both perceptually and experientially between Bupa and its medical care provider, QHMS
For the claims journey we were able to reveal significant opportunities to not only make the process more efficient for customers, but better connected across digital touchpoints, and more empathic. HMW (How Might We) Opportunities helped the team move forward with their digital offerings and highlighted the potential for customized KEIs (key experience indicators) for future claims.
Mingo Lau, Senior Manager Customer Excellence, Bupa HK
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