DAS struggled with very high complaint rates and low customer retention.

The Challenge

Customers’ lack of understanding of products resulted in multiple purchasing of same policy or non-engagement with the brand. We needed to understand how policies could be communicated in a clearer way to reduce complains and increase positive claims.

Our work

We facilitated emotional journey mapping to understand the buying journey customers go through. This was mapped against existing policy documentation to understand the moments of pain and potential engagement.


Together with the client, we co-created an effective strategy to communicate policies more clearly to customers.

Their innovative, practical and scientifically rigorous approach brought new insights into the unmet and unspoken needs and emotions of customers, which have helped us to shape multiple aspects of our offering, from product understanding to branding campaigns. We have seen an immediate uplift (11%) in customer growth and remarkable uplifts in customer experience scores. Not only that total approval from the FCA and an Award for the work! Definitely recommended if you’re seeking an approach that’s hands-on and creative whilst focused on delivering clarity, value and impact.

- International Finance Product Development Director