Understanding Client Needs with Personas
- Our client - a major global financial services company - launched an innovative insurance program that incentivises healthy life style with lower insurance pricing.
- Phase 5 was commissioned to conduct research with clients and advisors to support the initiative.
- Through this research, Phase 5:
- Revealed customer and advisor goals and expectations
- Uncovered thoughts and emotions, gained an understanding of how they wanted the experience to make them feel and compared it to how they actually felt through the experience
- Highlighted pain points and areas for improvement

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).