Content Strategy
and Innovation
Content Strategy and Innovation
The Opportunity
The Opportunity
Enhance the effectiveness of Primerica's vast sales organization by identifying journey and content gaps and opportunities.
Industry
- Financial Services
Project
- Content Strategy
- Innovation
Deliverables
- Stakeholder Discovery
- Content Audit
- Journey Mapping
- Consumer Research
- Future State Journey
- Concept Development
- Workshop Facilitation
The Solution
Explore
Explore
Macquarium undercovered the source of Primerica's content challenges through a current-state assessment of content production, processes, editorial, tools and governance. Secondly, the new agent experience was investigated using a series of research-backed Customer Journey Maps to understand pain points and opportunities.
Conceptualize
Conceptualize
New agents were hired by inefficient sales tools, difficult-to-manage clients lists and lack of current content. Macquarium improved the new agent onboarding experience by coneptualizing digital and content solutions aimed directly at these and other pain points.
Visualize
Visualize
Lastly, concepts were memorialized in a high-fidelity presentation to be shared with Primerica decision-makers and an audience of 80,000 at Primerica's annual agent convention..
Primerica
"The Macquarium team kick-started our digital customer journey focus and the content strategy for our field force (Agents, Clients, and Home Office (Backoffice). They laid the groundwork by identifying gaps and opportunities along the journey. As part of our Customer Experience Transformation, we were able to quickly mature our thinking on areas of opportunity."
- Ray Killibrew
Head of Strategic Design, CX/UX
