Strengthening Customer Engagement through Digital Transformation

Susan Roberts, Head of Strategy and Transformation at John Hancock relates that digital transformation is central to the company’s strategy and is understood more as a mindset shift than technology change.

In this episode we speak with Susan Roberts, Head of Strategy and Transformation at John Hancock. Operating for more than 160 years, John Hancock operates within the wealth and asset management space and offers universal, indexed, variable and term life products sold exclusively through intermediaries. Susan is responsible for defining the company’s multi-year strategy, both setting goals and executing against them, while empowering and motivating teams.

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During our conversation, Susan relates that digital transformation is central to John Hancock’s strategy and is understood more as a mindset shift than technology change. She sees it as key to both growth and efficiency, as well as an opportunity to reinvent the customer experience.

Talking with Susan was a reminder that, when it comes to reinventing the customer experience, it would be hard to find a company more committed than John Hancock.

Susan reintroduced us to the theme of “behavioral insurance” and talked about John Hancock’s mission to make products that are “easy to buy and fun to own” and also how 70 percent of customers interacting with the behavioral insurance platform have gone paperless.

She also stressed the need to ease the life insurance claims journey with digital but being sure to “show up with empathy,” as she put it.

Addressing items on her transformation agenda, Susan talked about the customer experience for long-term care insurance. Though John Hancock no longer sells the product, it has a significant customer base and it has the same commitment to those customers to build-out digital experiences geared towards helping them to live longer, healthier lives.

Susan also shared a view into John Hancock’s “Start Digital, Stay Digital” initiative for life insurance. This approach focuses on digitizing the entire customer journey, from initial exploration to policy issuance and servicing—aiming to make the entire process seamless, personalized, and centered around the customer’s evolving needs.

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