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ISBPM - Assignment - 19.1 - Rajnish Ranjan

The document outlines the user journey on WhatsApp for a life insurance company, detailing stages from discovery to after-sales support. It emphasizes the importance of a WhatsApp chatbot to automate processes and enhance customer experience while identifying key personas and success metrics. Challenges such as licensing costs and limitations in handling complex queries are also discussed.

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76 views3 pages

ISBPM - Assignment - 19.1 - Rajnish Ranjan

The document outlines the user journey on WhatsApp for a life insurance company, detailing stages from discovery to after-sales support. It emphasizes the importance of a WhatsApp chatbot to automate processes and enhance customer experience while identifying key personas and success metrics. Challenges such as licensing costs and limitations in handling complex queries are also discussed.

Uploaded by

Agile Scrum
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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Required Assignment 19.

1_Rajnish Ranjan
User Journey on WhatsApp for a Life Insurance Company

User Journey and role of WhatsApp as a channel:

The WhatsApp user journey starts with the discovery of the business through various channels such
as social media, search engines, or word of mouth. Once the customer discovers the business, they
can initiate a conversation with the business by sending a message. The business can then respond
to the message and start a conversation with the customer.

WhatsApp enables businesses to provide personalized customer support by sending messages,


images, and videos. Businesses can also use WhatsApp to provide after-sales support by sending
policy selections, claim tracking and premium calculations.

Below are some of the different stages of the WhatsApp user journey:

1. Discovery: The customer discovers the business through various channels, such as social media,
search engines, or word of mouth.

2. Initiation: The customer sends a message to the business to initiate a conversation. The business
can respond to the message and start a conversation with the customer.

3. Product Discovery: The business can showcase its products or services through the WhatsApp
catalogue feature. The customer can browse through the catalogue and select the products they
want to purchase.

4. Policy Order Placement: Once the customer has selected the products they want to purchase,
they can place an order through WhatsApp. The business can send the customer a payment link to
complete the transaction.

5. Payment: WhatsApp Pay allows customers to make payments directly through the WhatsApp
platform, making it easy and convenient for both customers and businesses.

6. Policy Order Fulfilment: Once the payment is received, the business can fulfil the order and send
the customer a confirmation message with the policy number and other details.

7. After-sales Support: Businesses can use WhatsApp to provide after-sales support, such as sending
claim tracking and premium calculations and handling returns or refunds.

Understanding Customer’s Pain Point:

Customers are looking for a platform or channel which will be quick, intuitive, customizable,
inexpensive, available 24*7, scalable and easy to monetize. In short, they are looking for a WhatsApp
chatbot which will automate most of the offerings and will eliminate the manual tasks involved.

Identifying Personas:

The personas are primarily belonging to the age group-25-50 years with few of them being tech
Savvy.
Building a Hypothesis

The WhatsApp chatbot will be mainly catering to the below use-cases by charting a customer’s
journey through an insurance companies sales funnel.

1. Automate Lead Generation


2. Automate Lead Qualification
3. Policy Selection
4. Available Quotes
5. Query Handling
6. Document Submission
7. Automate Updates and Alerts
8. Automate Re-engagement
9. High-Level Queries
10. First Notice of Loss
11. Document Submission for Claim Approval
12. Intimation of Policy Renewal
13. Cancelation of Policy

Wireframing and Prototyping for Development

The low fidelity wireframe can have the below elements:

1. Conversation icon: To make user and WhatsApp Bot interaction legible.

2. Salutation: Also known as the Conversation starter/Welcome message.

3. Actionable icons: These represent the Primary and Secondary information that WhatsApp Bot
provides. These can be in the form of Icons, Image cards, Carousels etc. consumed from the
insurance company website.

The high-fidelity wireframe will contain the multiple WhatsApp Bot Screens, background UI themes,
search box with capability to search by policy number, real time integration with insurance provider
to fetch the profile and policy details. The prototype model will be an iterative one which will keep
on improving based on user’s feedback and this will save time and effort and last-minute
development changes as well.

Defining Success Metrics

1. Expected Turn Around Time (ETA) will be significantly reduced.

2. Automate Lead Generation which is a top of the funnel sales necessity and will play a huge role in
company’s year on year revenue

3. Customer Support Automation that is efficiently handling customer queries which will improve the
CSAT/NPS.

4. Fraud Protection as WhatsApp’s end-to-end encryption will help in achieving it.

5. Claim Handling process will be simplified.


Anticipating Challenges

1. WhatsApp Business API Licensing cost needs to be considered once the user volume grows up.

2. WhatsApp Bot might not be able to handle complex user queries.

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