This strict orientation towards customer expectations along the entire journey and over the entire customer life cycle enables to increase customer satisfaction.

health insurance 

data-based customer journey design for customer-centric business development 

CSS Insurance 

Customer Experience Management 

Further improved product, service and process development by re-designing the existing customer journey based on quantitative and qualitative customer feedback. 


Since the introduction of the customer journey, it is used internally to raise awareness for customer needs and expectations across the entire company. However, the changing customer needs and behaviors in the ever-changing health environment require a comprehensive update of the customer journey.

So, for rpc the task was to identify the necessary adjustments to be made to the customer journey framework and give up-to-the-minute customer expectations a voice within the company.

approach in detail


Re-definition of the Customer Journey Framework

Project scoping, screening of existing documents and hypothesis development for the journey framework with a strong focus on the customer perspective.


Customer Feedback Analysis

Evaluation of quantitative and qualitative customer feedback using all available data sources through QlikView dashboards. Identification of current pain points and critical success factors for each episode and linking it with actual customer statements.


Customer Journey Re-Design

Definition and precise wording for all journey elements such as phases, episodes and target experiences. The first draft was challenged and enriched by cross-functional stakeholders. 
Further the critical elements and customer expectations towards a “Partner for all related health topics” were incorporated.


Customer Journey Visualization

Visual re-design of the customer journey framework including the development of new illustrations as well as a digital knowledge sharing concept.

created impact

This strict orientation towards customer expectations at the specific interactions along the entire journey andover the entire customer life cycle enables the CSS to increase customer satisfaction in the mid and long term.



customer feedbacks included



alignment sessions for internal approval

customer sentiment scores 

per interaction identified

The results speak for themselves. Their consistently positive influence on our development towards becoming a health partner has brought us further forward. 

Bildschirmfoto 2020-06-25 um 12.27.53

explore our financial industries expertise

let’s get in touch

Patrick Pfalzgraf is partner at rpc – The Retail Performance Company
Patrick Pfalzgraf

Patrick Pfalzgraf heads the Financial Industry division at rpc. He is a proven industry expert for financial industries with a focus on digital transformation, strategy, sales performance and operational excellence.

how health insurers can path the way to true customer orientation Read more...
increasing sales performance in the financial industry
innovation in the financial industry