WOW Customer Lifecycle Journeys – Reinventing Insurance Customer Experience Qorus-NTT DATA Innovation in Insurance Awards 2026

Concept & objectives

Wow journeys reinvents insurance customer experience by replacing fragmented, one‑off communications with end‑to‑end lifecycle journeys that proactively guide customers through their first year and key policy moments. The objective is to make every interaction intuitive, personalized and effortless across channels, increasing customer understanding and long‑term loyalty while reducing early churn.

Reasons behind

Customer verbatims showed a consistent problem: customers felt lack of communication, unclear purchase terms, difficulty accessing policy details/documents, and uncertainty about what they were paying for—fueling low satisfaction and early cancellations. Wow journeys was built to solve that by designing a relationship, not a transaction.

State of competition

Insurance cx is being reshaped by digital expectations: customers now benchmark us against seamless, always‑on services. Wow journeys closes this gap by delivering proactive guidance, channel choice, and “paperless” convenience at scale.

Sources of inspiration

Lifecycle marketing + digital subscription experiences + service design principles: progressive disclosure (don’t overwhelm—educate step‑by‑step), “right message/right moment,” and frictionless access to documentation and services. This approach is reflected in the onboarding sequences that spread value communication across months.

Departments involved

Cross‑functional delivery across communications, customer experience, product, operations, it, and legal.  

Main results so far (proof it’s working)

• 12 new multichannel journeys (home + life), lasting 6–8 months, to maximize impact during the first year.

• 390 new communications delivered via email, whatsapp, sms/rcs, or letter with channel choice.

• +54% open rate sustained across the onboarding journeys (engagement lift).

• 100% digital home supplements, 48% of life onboardings via email, and 31.8% of sign‑ups via whatsapp enabled by the new welcome journey.

• Content & clarity: 70% of clicks are document downloads, showing customers actively access and use the information when it’s easy and well‑timed.

• Business outcome: –33% first‑year churn in the home pilot when communications are present.