How CX journey mapping helped Old Mutual Insure reconnect with its clients
when relationships strain, CX strategy reconnects
Client: Old Mutual Insure
Location: Nationwide, South Africa
Services Rendered: CX Training, Internal Feedback Analysis, Leadership Alignment
Completion: October 2023
about the client
They knew clients were dropping off—but not why. We helped them uncover the gaps and build a CX strategy to close them.
Old Mutual Insure is one of South Africa’s leading insurers, serving both individuals and businesses. With a long-established reputation, they faced challenges in adapting their customer journey to meet new expectations in a digital-first world.
problem
Key customer journeys showed increased drop-off rates, with no clear insight into what was causing the breakdown.
goal
Understand the triggers behind disengagement and design a journey that restores client confidence.
solution
Combined journey mapping and real-time VoC insights to pinpoint gaps and align teams around a streamlined, high-impact CX path.
overview
what we did.
why it worked.
Old Mutual Insure approached us with concerns about unexplained drop-offs in critical journeys. Their data showed a problem, but not the cause. They needed a solution grounded in real client insight.
Assessment & Analysis
We ran a thorough analysis combining structured Voice of Customer interviews, user testing, and feedback audits. We uncovered inconsistencies in handovers between departments, unclear communication touchpoints, and a lack of emotional connection in key moments.
Our Approach
We built a journey map based on live customer insights. Internal alignment workshops helped teams visualise pain points and take ownership of their role in the journey. We also implemented CX surveys and feedback tools to embed a feedback loop into the process.
Results
- Reduced drop-off in key journeys by 21%
- Improved post-service satisfaction scores by 18%
- Built stronger team-wide CX ownership
- Developed a continuous optimisation model driven by customer data
key takeaways
goals met.
success achieved.
When teams understand the impact of their behaviour on CX, everything changes. At Old Mutual Insure, we helped unpack internal friction and service gaps through frontline insight, supported by leadership involvement.
With nlightencx’s insights and facilitation, real-time improvement loops, renewed internal engagement, and a shift toward a proactive, customer-focused culture across branches.
The Customer Journey Mapping initiative is helping us improve our elite product and service, which will attract new business while also addressing and enhancing the current poor service levels. The contributions are paving the way for significant improvements that will benefit both our customers and our overall performance.
Xenia de Lima
Customer Success Manager
Old Mutual Insure