Case Study
B2B Customer Advisory Board
Mutual of Omaha is a well-known and highly-rated Fortune 300 insurance organization. Founded in 1909, they offer various financial and insurance products for individuals, businesses and groups. As a mutual company, Mutual of Omaha is owned by its policyholders and committed to providing outstanding service to its customers.
Challenge
Mutual of Omaha wanted to get to know their B2B customers and to understand how they interact with their organization, emphasize with their experience, gather information to develop new products and services, uncover differences between customer types, and keep informed about their competitors.
Details
PeopleMetrics designed an advisory board of current customers to check in with over time.
We carefully balanced recruiting efforts to ensure for customer representation by size of company, tenure, and products.
Interactions included in-depth interviews and short surveys to gauge satisfaction, evaluate interactions with the organization, and gather perspective on time-sensitive topics.
All infomration and data was content-coded and "warehoused" using PeopleMetrics' proprietary tools, and regularly "mined" for a wide range of internal and external strategic and marketing uses.
Outcome
Mutual of Omaha used the results from the Customer Advisory Board to updated their employer portal, improve billing and claims processes, and to test perceptions of new products and services, like Hospital Insurance, Phone Insurance, and Leave Management Services to manage employers' disability claims in concert with federal and state leave laws.
The panel also supported a new approach to customer journey mapping.