Aflac, the leader in voluntary insurance sales at the worksite, has a very successful multichannel distribution model. While incredibly effective, the multistep distribution model can create a variance in experience. Aflac wanted to better understand what an “easy” relationship feels and looks like with their customers and subscribers from a relationship level as well as a transactional level. Aflac recognized that the best way to determine what “ease” looks like to customer, is to engage them.

During Phase One, online focus groups were asked to give an overall assessment of “ease” and which companies are easy to work with and why. Participants were asked to provide video responses to pick up on emotional triggers and reactions. This drove the community to focus on the entire customer experience rather than individual transactions. Armed with the general understanding of what the community considered “easy,” KL Communications deployed Phase Two, where in-depth interviews were conducted and asked the community to give both positive and negative feedback on their interactions with Aflac specifically. Finally, in Phase Three, participants were asked to create an ideal “easy” experience with Aflac and identify their pain points and unmet needs with experience as it stands.