Drive iPRO usage by turning it into a tool can improve agent’s sales efficiency
Challenge
AXA launched iPRO in 2016 but failed to drive usage. Agents still preferred the paper based process and felt the digital tool increased complexity on their work. Our Client wanted us to investigate the sales agent journey and make agent’s life easier with the use of digital tools.
Outcome
We created a new to-be journey through ethnography research, co-creation workshop, prototyping and testing in 2 months.
Make Agent’s Life Easier
Study As-is and thru heristic and Ethnographic research
iPro study
We analysis the existing sales tool and recreate the as-if journey to understand the user and the operational perspective clearly.
Usability
We highlight the problems into 3 main categories
1. Flow Flexibility
2. UI Intuitiveness and Clarity
3. Stability and Performance
2. UI Intuitiveness and Clarity
3. Stability and Performance
Ethnographic research
Our research goal is to explore the agent's perspective in relation to iPro across the pre-sales, point-of-sales and post-sales process. We want to understand agent's behaviours, needs and expectations in relation to iPro. We also want to look closely at their experience, interactions and challenges in using iPro to sell insurance to their customers.
We had 6x 1 on 1 interviews with the agents. The first part is the sales simulation to observe the sales process. The second part is the interview to understand the work life as a insurance sales agent.
Stakeholder workshop to playback our findings and co-create a new sales experience
We had a 2 days workshop with Agents, IT and Compliance. Our goal is to re-image the sales journey on the iPad through a series of activities below:
Workshop structure
Where are we?
To show the team the current state, help them to understand what are the problems they are facing
We play-backed the findings from our sales agents and desk research via as-is journey map, personas and quotes, then we define and vote for the problems to solve for this workshop
Construct problem statements
Find the focus of what we are going to solve.
- How can iPro be more user-centric so that the agent can provide a professional and efficient sales process?
- How can AXA transform their sales tools & process so that it will be a differentiator for AXA & its agents?
- How can iPro capture structured information to predict customer needs & suggest the optimal solutions, thus empowering agents & giving customers a "wow" factor experience?
What is the others do?
Showcase the industry best practice, what kind of problems of their competitors were facing and how they solved it digitally.
- World best practice showcases. Eg. Insurance:Oscar/Lemonade , Payment and loan: Alipay, Travel: Airbnb and Trip.com...etc
- OS capability
Ideation (Groups activities)
Design , test and iterate exercise, A co-creation process led the groups to create a user centric paper prototype.
We split the participants into 3 groups, each group with members from multifunctional teams (Sales, agent, IT, and Compliance). Each group designed and presented their paper prototype, with other 2 groups provided live testing and feedbacks for final design presentation. We voted the features on all 3 final prototypes and bring the top features to the next digital prototype design design.
Final testing
Consolidate the ideas and transform them it to a hi fidelity prototype
We test the prototype again with the agents participated in the Ethnographic research for final iteration.
Final deliverable
Personalized Set-Up for Success
360° Customer Profile
Visibility of current portfolio, previous purchases and product considerations and needs analysis
"People like you"
Identify immediate need for further consideration – needs categories can be customized for agents sales portfolio
Show customer what “People Like You' are doing with respect to the identified need, both now and at different stages of their life
Snapshot Comparison
Snapshot view of AXA's products strengths and unique selling points against competitors
Knowledge empowerment to facilitate informed sales conversations
Customize the products and competitors shown
Quick Quotations for Multiple Products
Create and manage one or multiple basic plans with associated riders at one go
Enable multiple insured parties purchases
Alerts regarding campaigns and promotions, supporting up-selling and cross-selling
Visual the benefit illustration in an interactive manner
Present and illustrate benefits in a straightforward and visual manner
Dynamically adjust pricing and benefits based on choice structure
Complete the application with minimum data entry
Synchronized data throughout the process - customer data captured flows through all aspects of the process
Complete sales on the spot even if customer has complex medical conditions
Auto-Underwrite the policy where supported
Complete the sales process on the spot even if the customer has a complex medical condition with the option to continue to close the sale
Digitally and intelligently capture required documentation
Use of Optical Character Recognition (OCR) to capture required identification documentation
Biometric facial recognition to capture MCV customer ‘selfie’ ensuring high quality image and cross-matching to ID provided
Confirm and pay instantly and effortlessly
Single signature from customer to confirm purchase
Leverage Touch ID for agent signature
Capture e-coupons and deduct from payment instantly
Final chance to cross/up-sell and plan for future engagement
