Using Personas to Drive Profitable Growth
- Our client - a major insurance company - wanted to drive profitable growth through a differentiated customer strategy aimed at delivering a best-in-class customer and broker experience, in a mature market.

- Through this research, Phase 5:
- Identified the key service drivers of actual customer behavior for each significant touch point.
- Revealed which touch points and aspects of the service experience have the greatest impact on customer behavior.
- Uncovered future state aspirations and gaps in achieving goals to deliver “effortless” experience, encompassing both offline and online touch points


Author: Stephan Sigaud
Stephan Sigaud, MBA, is Phase 5’s Chief Marketing Officer. Stephan is passionate about partnering with clients to address their challenges and opportunities around customer centricity. He has more than 25 years’ experience in Market Research and Customer Loyalty and Experience. A past Board Director of the Insights Association, he has also been volunteering with the Customer Experience Professionals Association (as past Chair of the CXPA Toronto Network) and the Canadian Marketing Association (as member of the Leaders Network and past co-Chair of the CMA CX Council).